南宁市M公司跨境电子商务O2O顾客体验研究

发布时间：2018-05-24 05:36

本文选题：跨境电子商务 + O2O　；参考：《广西民族大学》2017年硕士论文

【摘要】：近年来,在互联网的冲击下,传统零售企业遭受剧烈的打击,亟待升级改造,寻找新的商业突破口。跨境电子商务O2O(Online to Offline)模式是传统零售业转型的主要出路之一,友阿百货、广州百货纷纷布局线下体验店,以占得先机。同时,随着消费者的消费观念从传统的“物质”消费逐渐转向“体验”消费,企业之间的竞争也不再是产品之间的竞争,而是服务+产品=体验的竞争。消费者追求的不仅仅是优质的产品服务,更是消费过程中的感知与情感体验,便捷、有趣、个性化的顾客体验能够促进消费者的购买。因此企业能否给消费者提供独特而有趣的产品和服务体验,成为企业能否在接下来的竞争中处于领先地位的关键。本文选取M公司为研究对象,以顾客体验价值理论和顾客体验理论为依据,通过查阅文献,目标消费者访谈,问卷预调查等方法设计跨境电子商务进口零售O2O模式顾客体验调查问卷。通过对目标对象进行问卷调查,回收问卷并利用SPSS软件进行数据分析:通过因子分析对影响因子进行降维;通过多元线性回归分析确定变量间的相关性,并对假设进行验证。得出以下结论:第一,在功能型性价值中,产品信息会给M公司顾客的顾客体验价值带来较大的影响,安全因素则相对的影响较小,效率因素则给M公司带来严重的负面影响;第二,在享乐型价值方面,有趣的互动活动能够提升M公司的顾客体验价值,而在个性化方面,M公司则略显不足;第三,在社会型价值中,自我形象带来的顾客体验价值较分享价值要大。基于对M公司运营的SWOT分析和实证研究结论,并参考淘宝线下店铺和银泰广场的运营模式分别对M公司的运营和营销给出相应的建议,以提升进一步提升M公司竞争力。
[Abstract]:In recent years, under the impact of the Internet, the traditional retail enterprises suffered a severe blow, and need to be upgraded to find a new commercial breakthrough. The O2O(Online to offline model of cross-border e-commerce is one of the main ways out for the transformation of traditional retailing. At the same time, with the consumer's consumption concept gradually changing from the traditional "material" consumption to "experience" consumption, the competition among enterprises is no longer the competition between products, but the competition between service products = experience. Consumers not only pursue high-quality products and services, but also the perception and emotional experience in the process of consumption, convenient, interesting, personalized customer experience can promote the purchase of consumers. Therefore, whether enterprises can provide consumers with a unique and interesting product and service experience is the key to the future competition. This paper selects M Company as the research object, based on customer experience value theory and customer experience theory, through consulting literature, target consumer interviews, In this paper, we designed a customer experience questionnaire for cross-border e-commerce import retail O 2 O model by means of pre-survey and other methods. Through the questionnaire survey to the target object, the questionnaire is collected and the data is analyzed by SPSS software: factor analysis is used to reduce the dimension of the influence factor, and the correlation between variables is determined by multiple linear regression analysis, and the hypothesis is verified. The conclusions are as follows: first, in the functional value, the product information will bring greater influence to the customer experience value of M company, the safety factor will have a relatively small influence, the efficiency factor will bring the serious negative influence to M company; Second, in terms of hedonic value, interesting interactive activities can enhance M company's customer experience value, while in individualized aspect, M company is slightly inadequate; third, in social value, Self-image brings greater customer experience value than sharing value. Based on the SWOT analysis and empirical research conclusion of M company's operation, and referring to the operation mode of Taobao offline store and Yintai Square, this paper gives corresponding suggestions on M company's operation and marketing respectively, in order to enhance M company's competitiveness.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

【参考文献】