电子商务质量影响因素分析及管理对策研究

发布时间：2018-11-15 23:38

【摘要】：随着竞争的不断升级，企业与企业之间的竞争日益演变为区域和区域、国家和国家之间的竞争。往往一个区域内由于总体技术水准、市场竞争激烈程度、文化习惯、质量意识、市场监管等原因而出现的质量问题，既对人民的生命健康造成威胁，引起国内消费者的不满，也使该区域的声誉受损、产品在国内国际市场上缺乏竞争力。因此，对宏观质量影响因素进行分析、探究宏观质量形成机理、完善宏观质量管理具有积极的现实意义。随着Internet等高科技通信设备飞速的发展，以及人们对高生活节奏的需求越来越迫切，更多的消费者选择简单方便的以电子商务为代表的网络经济的新模式。本文从消费者购买的角度出发，以顾客满意度作为理论框架，分析了影响电子商务顾客满意度的因素，并构建了电子商务顾客满意度模型[1]，并在此基础之上对电子商务顾客满意度各影响因素进行测评。本文在查阅大量相关文献的基础上，选取电子商务质量作为研究对象，采用实证研究方法，微观方面以B2C电子商务环境下顾客满意度为入手点，顾客满意度是一种从消费者角度客观评价一个企业是否具有竞争优势的度量方法，[2]从这个角度出发分析我国电子商务的竞争态势，研究如何提升顾客满意度，拥有一批固定的忠诚顾客，并提供有价值的发现和策略建议。宏观方面，以电子商务产业质量总体水平为入手点，宏观质量总体水平是企业、政府、消费者、第三方机构以及其它组织相互博弈的均衡结果。因此，从宏观角度研究电子商务企业在质量管理上的决策，最终促使企业不断提高质量管理水平，显得可行而有必要，本文全面而仔细的阐述了有关顾客满意、顾客满意度的含义、特征以及其功能，分析了影响电子商务顾客满意度的因素，并结合我国国情，构建电子商务顾客满意度模型，以电子商务企业作为切入点考察宏观质量，构建我国宏观质量影响模型，创新性地提出SWOT-PEST模型分析方法，构建电子商务产业质量管理博弈模型，并对电子商务产业进行均衡分析，提出了电子商务发展战略建议。在识别建立上述质量影响因素模型的基础上，结合国内外宏观质量管理机制的实践经验，识别参与市场博弈的决策主体，并构建它们的效用函数，分析、设计能够促使电子商务产业重视质量、保障及改进质量（均衡中的企业策略）的宏观管理机制。在电子商务产业质量管理方面，，对企业外部环境因素进行细致研究，深入的梳理分析各因素对电子商务产业发展的影响，提出宏观质量管理对策建议。最后，在结论中总结了本文的创新点和不足，期待对今后的研究成果能有所借鉴。
[Abstract]:With the continuous upgrading of competition, the competition between enterprises and enterprises is increasingly evolving into regional and regional, national and national competition. Often the quality problems that arise in a region due to the overall technical level, the intensity of market competition, cultural habits, quality awareness, market supervision and so on, not only pose a threat to the lives and health of the people, but also cause dissatisfaction among domestic consumers. It also tarnishes the region's reputation and lacks competitiveness in the domestic and international markets. Therefore, it is of positive practical significance to analyze the influencing factors of macro quality, to explore the formation mechanism of macro quality and to perfect macro quality management. With the rapid development of high-tech communication equipment such as Internet, and the increasing demand for high life rhythm, more and more consumers choose the simple and convenient new model of network economy represented by electronic commerce. From the point of view of consumer purchase, this paper analyzes the factors influencing the customer satisfaction of electronic commerce, and constructs a customer satisfaction model of electronic commerce [1], taking customer satisfaction as the theoretical framework. On the basis of this, the factors affecting customer satisfaction of e-commerce are evaluated. On the basis of consulting a large number of relevant literature, this paper selects the quality of e-commerce as the research object, adopts the empirical research method, and starts with customer satisfaction in the B2C e-commerce environment. Customer satisfaction is a measure to objectively evaluate whether an enterprise has a competitive advantage from the perspective of consumers. [2] from this point of view, we analyze the competitive situation of e-commerce in China, and study how to improve customer satisfaction. Have a regular group of loyal customers and provide valuable findings and strategic advice. Macroscopically, take the overall level of e-commerce industry quality as the starting point, the overall level of macro quality is the equilibrium result of the game among enterprises, governments, consumers, third party organizations and other organizations. Therefore, it is feasible and necessary to study the quality management decisions of e-commerce enterprises from a macro perspective, and ultimately to improve the quality management level. This paper comprehensively and carefully describes the customer satisfaction. The meaning, characteristics and functions of customer satisfaction, analyzes the factors influencing customer satisfaction of electronic commerce, and constructs a model of customer satisfaction of electronic commerce, taking e-commerce enterprises as the starting point to investigate the macro quality. This paper constructs the macro quality influence model of our country, puts forward the analysis method of SWOT-PEST model innovatively, constructs the game model of electronic commerce industry quality management, analyzes the balance of electronic commerce industry, and puts forward the suggestion of developing strategy of electronic commerce. On the basis of identifying and establishing the above quality influencing factors model and combining the practical experience of domestic and foreign macro quality management mechanism, the decision makers participating in the market game are identified, and their utility functions are constructed and analyzed. The design can urge the e-commerce industry to pay attention to the quality, guarantee and improve the quality (the enterprise strategy in the equilibrium) macro management mechanism. In the aspect of quality management of electronic commerce industry, this paper makes a detailed study on the external environmental factors of enterprises, analyzes the influence of various factors on the development of electronic commerce industry, and puts forward some countermeasures and suggestions for macro quality management. Finally, the paper summarizes the innovation and deficiency of this paper, and looks forward to the future research results.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F224

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