基于用户行为分析的电子商务网站运营策略研究

发布时间：2018-06-18 15:32

本文选题：电子商务 + 用户行为　；参考：《北京邮电大学》2014年硕士论文

【摘要】：随着科技的高速发展,互联网的发展已经进入体验经济时代,电子商务作为与广告、游戏齐名的互联网行业三大重量级应用之一。经过十几年的探索和发展,在中国已经进入快速发展期,并跨入亿万级的市场。在中国,无论是从连锁企业向电子商务拓展的苏宁,还是传统的电子商务巨头阿里巴巴、天猫等,都从未像现在这样重视电子商务、重视用户体验。2013年2月19日,苏宁电器发布公告,宣布将公司名称变更为“苏宁云商集团股份有限公司”,便从侧面验证了这一点。如今,电子商务网站已经达到数万家的规模。在实际应用中,如何评估电子商务网站的运营情况,把脉电子商务企业经营过程中的问题,准确统计和预测电子商务企业产品的销量和趋势,并准确了解用户需求、抓住用户心理是企业所要解决的首要问题,也是带领电子商务企业进入良性运转的关键因素。本次研究主要基于电子商务网站运营中用户行为轨迹的表现,探究用户心理,从而进一步挖掘出用户对电子商务网站的真正诉求。力图通过对用户使用电子商务网站需求的深入分析,以此为据为电子商务网站的运营制定诸如：对网站的功能、页面的布局、产品的配置等环节进行改等进行之有效的策略,以配合用户的需求及使用习惯,以提升其用户体验,“更快”、“更有效”、“更舒适”地完成电子商务交易,以达到改善用户体验、提升用户黏性的目的。同时,还将以电子商务网站天猫为案例,结合实际情况,对电商网站的运营状况、用户行为进行分析,对天猫的整体运营情况、天猫用户的使用需求,以及生活形态、购物形态进行了分群研究,并尝试做出了响应的运营策略建议。
[Abstract]:With the rapid development of science and technology, the development of the Internet has entered the era of experience economy. After more than ten years of exploration and development, China has entered a period of rapid development, and stepped into the market of billions. In China, Su Ning, which has expanded from chain enterprises to e-commerce, and Alibaba and Tmall, the traditional e-commerce giants, have never attached so much importance to e-commerce and user experience as they are now. The announcement that Su Ning Electric changed its name to "Su Ning Cloud Merchants Group Co., Ltd." confirms this from the side. Today, e-commerce websites have reached tens of thousands of scale. In the practical application, how to evaluate the operation of e-commerce websites, how to check the problems in the process of e-commerce enterprises, how to accurately count and predict the sales volume and trend of e-commerce enterprises, and how to understand the needs of users. Grasping the psychology of users is the most important problem to be solved, and also the key factor to lead e-commerce enterprises into good operation. This study is mainly based on the performance of the user behavior trajectory in the operation of e-commerce website, and explores the user psychology, and further excavates the real demand of the user to the e-commerce website. Through the in-depth analysis of the users' demand for the use of e-commerce websites, this paper makes an effective strategy for the operation of e-commerce websites, such as changing the functions of the website, the layout of the pages, the configuration of the products, and so on. In order to meet the needs of users and use habits, to enhance their user experience, "faster", "more effective", "more comfortable" to complete e-commerce transactions, in order to improve the user experience, enhance the purpose of user stickiness. At the same time, it will take Tmall as an example, combine with the actual situation, analyze the operation condition and user behavior of the e-commerce website, analyze the overall operation of Tmall, the use demand of Tmall user, and the life form. Shopping patterns are studied in groups, and suggestions for responsive operation strategies are attempted.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6

【共引文献】