基于消费者网购行为的京东商城服务策略优化

发布时间：2018-03-26 18:09

本文选题：网购行为　切入点：京东商城　出处：《兰州理工大学》2016年硕士论文

【摘要】：随着现代物流业的高速发展以及越来越多的人使用互联网,在网上进行消费经历从低谷到高峰后,全面进入了一个快速发展的阶段。随着电子商务不断的自我发展成熟,受到越来越多大众消费者的选择,逐渐发展成为各个阶层所越来越习惯的消费方式,也悄悄改变着大众消费者的消费理念及习惯。2015年网络零售销售额已经达到3600亿美元,网络零售几乎翻了一番,人均网络消费支出增长速率达到15%。企业想在进入中国市场占有一席之地的话,必须涉足于电子商务这一领域。研究消费者网购这一行为除了为了提高销售收入,也可以增加与消费者之间的互动。在网购行为越来越为人们所习惯的当今社会,如何使得网络购物市场获得提高,这种探索可以让我们明确当前的目的,找寻未来的前进方向。消费者在网络购物的时候,独处与一个与他人隔绝的独立空间,自己可以按照自己的思维方式去获取相关的信息,不同于传统的线下消费市场,消费者做出决策会受到旁人或者现场引导员的干扰。因此网上的消费者行为和传统的消费者的行为呈现出新的特征,相应的网络市场营销的方式与传统的市场营销方式会有很大区别。通过研究网络购物这一行为,可以确定未来相对应的服务策略。本文在对消费者网购行为的特点进行总结,并定性分析了其对企业营销因素的影响,通过设计调查问卷对京东商城消费者网购行为做了定性、定量的分析,总结出消费者线上消费行为的特点。并以此为依据,在对京东商城网络营销服务策略评估的基础上,提出营销服务策略的优化措施。
[Abstract]:With the rapid development of modern logistics industry and more and more people using the Internet, the online consumption experience from trough to peak, has entered a stage of rapid development. By the choice of more and more popular consumers, it has gradually developed into a more and more accustomed consumption mode for all walks of life, and has quietly changed the consumption philosophy and habits of mass consumers. In 2015, the online retail sales reached $360 billion. Online retail has almost doubled, and per capita online consumer spending is growing at a rate of 15%. If companies want to have a place in the Chinese market, We must get involved in the field of electronic commerce. The study of consumer online shopping can increase interaction with consumers as well as increase sales revenue. In today's society where online shopping is becoming more and more common, How to improve the online shopping market, this kind of exploration can let us clear the present purpose, look for the future direction. Consumers when shopping online, alone and an isolated space from others, They can get relevant information according to their own way of thinking, which is different from the traditional offline consumer market. Consumers make decisions that can be interfered with by others or field guides. Therefore, online consumer behavior and traditional consumer behavior take on new characteristics. The corresponding way of network marketing will be very different from the traditional way of marketing. By studying the behavior of online shopping, we can determine the corresponding service strategy in the future. And qualitative analysis of its impact on enterprise marketing factors, through the design of questionnaires to JingDong shopping mall consumer online shopping behavior qualitative and quantitative analysis, summed up the characteristics of consumer online consumer behavior. On the basis of evaluating the network marketing service strategy of JingDong Mall, the optimization measures of marketing service strategy are put forward.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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