基于用户满意度的B2C电子商务物流配送对策研究

发布时间：2018-01-20 21:54

本文关键词： B2C电子商务物流配送满意度模糊综合评价　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,互联网的发展和智能手机的普及,进.步促进了传统商务向电子商务转变,网络购物的用户越来越多。在中国网络零售市场中,B2C电子商务所占的市场份额逐渐超过C2C电子商务所占的市场份额,B2C电子商务的发展对物流配送提出了更高的要求。虽然当前我国电子商务物流配送在硬件和软件的建设上有了很大的进步,用户满意度水平有所提高,但是还存在着影响用户满意度的因素,怎样找到影响用户满意度的物流配送因素,进而提出对策建议以提升用户的满意度,进一步促进我国B2C电子商务的发展就变得相当重要。通过大量研究B2C电商环境下的物流感知服务质量、物流配送服务质量有关的文献资料,综合考虑B2C电子商务物流配送的流程和特点,听取有关专家学者们的意见,初步确定具有三级层次结构的物流配送评价指标体系。然后,根据指标体系设计调查问卷,对各大B2C电子商务网站的用户进行调研,取得调查数据。采用相关分析等对指标进行纯化调整;采用信度分析和效度分析进行可靠性和有效性分析,得到最终的评价指标体系。天猫商城的物流配送模式是“第三方物流配送”,京东商城的物流配送模式是“自营配送+第三方物流配送”,两者代表了不同的物流配送模式,且两者在B2C电商市场份额中遥遥领先,稳稳占据前两位,因此选择天猫商城和京东商城进行有关B2C电子商务物流配送用户满意度的实证分析是科学合理的。然后使用层次分析法和模糊综合评价法对天猫商城和京东商城物流配送用户满意度进行综合评价,并且结合用户在调查问卷中对B2C电子商务网站物流配送开放性问题的回答,提出提升B2C电子商务物流配送用户满意度的对策和建议,促进我国B2C电子商务的健康发展。
[Abstract]:In recent years, with the development of the Internet and the popularity of smart phones, the traditional business has been transformed into electronic commerce, and more and more users have been shopping online in China's online retail market. The market share of B2C e-commerce is more than that of C2C e-commerce. The development of B2C e-commerce has put forward higher requirements for logistics distribution. Although the construction of hardware and software of e-commerce logistics distribution in China has made great progress, the level of customer satisfaction has been improved. However, there are still factors that affect customer satisfaction, how to find the logistics distribution factors that affect customer satisfaction, and then put forward countermeasures to improve customer satisfaction. It is very important to further promote the development of B2C e-commerce in China. Through a large number of research on logistics perceived service quality, logistics distribution service quality related documents under B2C e-commerce environment. Considering the flow and characteristics of B2C e-commerce logistics distribution, listening to the opinions of experts and scholars, the evaluation index system of logistics distribution with three-level structure is preliminarily determined. Then. According to the index system, the questionnaire is designed, the users of each B2C e-commerce website are investigated, and the survey data are obtained. Reliability analysis and validity analysis are used to analyze reliability and validity, and the final evaluation index system is obtained. Tmall's logistics distribution mode is "third party logistics distribution". JingDong Mall's logistics distribution mode is "self-distribution third party logistics distribution", both represent different logistics distribution mode, and they are far ahead in the B2C e-commerce market share, occupying the first two positions steadily. Therefore, it is scientific and reasonable to choose Tmall and JingDong Mall to analyze the customer satisfaction degree of B2C e-commerce logistics distribution. Then, we use the analytic hierarchy process and fuzzy comprehensive evaluation method to analyze Tmall and Tmall. The comprehensive evaluation of the customer satisfaction degree of the logistics distribution in the mall is carried out. And combined with the users in the questionnaire to B2C e-commerce website logistics distribution open question of the answer, proposed to enhance the B2C e-commerce logistics distribution customer satisfaction countermeasures and suggestions. To promote the healthy development of B2C e-commerce in China.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F259.2

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