基于用户需求评价模型的汽车电商视觉创新方法研究

发布时间：2018-05-28 05:10

本文选题：用户需求 + 需求分类　；参考：《燕山大学》2016年硕士论文

【摘要】：电子商务的发展依赖于网络普及和用户认知。网民线上消费习惯的养成,促使传统企业纷纷转型至电子商务。汽车作为大宗消费品的代表,以庞大的市场规模和较快的发展速度迅速涉足电子商务,在O2O模式下,优质的用户体验成为汽车电商网站成功的关键。观察目前较为成功的电子商务销售平台,将很大一部分精力投入到视觉设计中,吸引用户关注并购买产品。但在视觉设计进行时,受企业自身条件影响,往往只有部分重要且急需的用户需求得以满足。如何准确识别用户需求,开发合理的用户需求分析与评价方法,是促进基于用户需求驱动下的汽车电商视觉创新成功的关键。论文将用户需求评价模型与六分规则法结合,开发出针对汽车电商专题页面的创新模型。通过Kano模型分析方法实现用户需求分类,利用四象限模型识别重要用户需求。建立用户满意度与产品质量之间的函数关系,通过对比改进前后的用户满意度和产品质量,定义调整系数,从而获取用户需求重要度,创建用户需求评价模型。之后,引入汽车电商设计中的六分规则法,并分析用户访问专题页面时的行为与操作数据,对各版块在专题页面中的权重进行排序,构建权重框架图。在此模型的基础上,运用版式设计基本规范,研究了基于用户需求评价模型的汽车电商创新方法与具体操作步骤,以期提升用户需求驱动的汽车电商创新设计满意度。最终通过汽车电商专题创新方案论证了所提出方法的可行性。
[Abstract]:The development of e-commerce depends on the popularity of network and user cognition. Internet users online consumption habits, to promote the transformation of traditional enterprises to e-commerce. As the representative of the bulk consumer goods, the automobile, with its huge market scale and rapid development speed, has quickly set foot in electronic commerce. Under the O _ 2O model, high-quality user experience has become the key to the success of the automotive e-commerce website. By observing the successful e-commerce sales platform at present, a large part of the energy will be devoted to visual design, attracting the attention of users and purchasing products. However, when the visual design is carried out, only some important and badly needed user needs can be satisfied under the influence of the enterprise's own conditions. How to accurately identify user needs and develop a reasonable method of user demand analysis and evaluation is the key to promote the success of automotive e-commerce vision innovation based on user demand. This paper combines the user demand evaluation model with the six-point rule method to develop an innovative model for the special page of automobile e-commerce. The classification of user needs is realized by Kano model analysis method, and the important user needs are identified by four-quadrant model. The functional relationship between customer satisfaction and product quality is established. By comparing the user satisfaction and product quality before and after improvement, the adjustment coefficient is defined to obtain the importance of user demand and to establish a user demand evaluation model. After that, the six-part rule method is introduced in the design of automotive e-commerce, and the behavior and operation data of users visiting special pages are analyzed, the weight of each section in the special page is sorted, and the weight frame diagram is constructed. On the basis of this model, using the layout design standard, the paper studies the innovation method and the concrete operation steps of the automobile ecommerce based on the user demand evaluation model, in order to improve the satisfaction degree of the customer demand-driven automobile ecommerce innovation design. Finally, the feasibility of the proposed method is demonstrated through the special innovation scheme of automobile ecommerce.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F426.471

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