A网店电子商务平台选择研究

发布时间：2019-05-14 04:09

【摘要】：随着网络技术的发展和经济全球化速度的加快,电子商务取得了蓬勃的发展,网站的数目不断增多,网站的类型也不断增加。电子商务的巨大商机和自身的独特优势，吸引了越来越多的网民开店，与此对应的是电子商务平台的日益增长，网民可以选择的电子商务平台类型和范围也越来越多。这样，如何选择平台开店将是一个重要课题。本文选取了A网店为研究对象进行电子商务平台选择的研究。希望能够通过对A网店电子商务平台选择研究，对网络创业者进行平台选择时能有所建议和帮助。本文力求从系统性与全局性的角度出发，采用理论与实证研究相结合的方法，对电子商务平台选择进行研究。首先，介绍了研究背景、研究意义，提出研究方法与内容；然后，，通过对A网店创业现状及问题的分析，创建了A网店电子商务平台选择模型；最后运用综合评价的研究方法，构建评价指标体系，建立起电子商务平台选择的模型。首先A网店根据平台商品的属性和自己的实际需求对平台进行初选,剔除不满足条件的平台,采用SWOT分析法得出结论;然后根据分析影响电子商务平台选择的原则、影响因素及调查结果，得出的十个重要评价指标进一步选择,再次剔除不满足条件的平台,最后A网店选取了两家O2O模式电子商务平台——“惠众生”和“同城购”作为备选的电子商务平台。本文的网站评价指标体系可分为三个层次，第一层次是电子商务网站的总水平，它是通过网站建设、网站应用两个方面，加权后给出电子商务网站总的评价。第二层次是根据电子商务网站建设、应用所涉及的核心因素，把两个一级指标分为四个核心因素子系统，包括网站的功能评价指标、内容评价指标、运行状况评价和网站的评价质量。第三层次是在四个二级指标基础上进一步分解，组成十个三级指标，分别是平台特征、功能数量、安全技术、可操作性、访问率、信息更新率、电子商务交易率、信用评价、对客户满意度提升作用和对企业满意度提升作用。运用以上指标建立评估模型最终为选出“惠众生”为A网店最为合适的电子商务平台。通过这套评价指标体系建立起来的第三方电子商务平台选择模型，第三方电子商务平台服务提供商可以充分认识自身平台的优缺点所在，为提升平台综合竞争力制定正确的方案；广大中小企业用户则可以运用选择模型对电子商务平台整体实力进行测评，选择适合自身发展需要的平台。本文尝试着做的一些指标体系和选择模型方面的研究，意在建立一套科学的、较为有效的适合第三方电子商务平台选择的模型，以期对平台经营者提升竞争力和中小企业用户进行平台选择能有所帮助。
[Abstract]:With the development of network technology and the acceleration of economic globalization, electronic commerce has made vigorous development, the number of websites is increasing, and the types of websites are also increasing. The huge business opportunities and their own unique advantages of electronic commerce have attracted more and more netizens to open stores, corresponding to the increasing number of e-commerce platforms, and the types and scope of e-commerce platforms that netizens can choose from. In this way, how to choose the platform to open a store will be an important topic. In this paper, A online store is selected as the research object to select e-commerce platform. Hope to be able to A online store e-commerce platform selection research, network entrepreneurs to choose the platform can have some suggestions and help. From the point of view of systematicness and comprehensiveness, this paper tries to study the choice of e-commerce platform by combining theoretical and empirical research. First of all, this paper introduces the research background, research significance, and puts forward the research methods and contents. Then, through the analysis of the current situation and problems of A online store entrepreneurship, the selection model of A online store e-commerce platform is established. Finally, using the research method of comprehensive evaluation, the evaluation index system is constructed, and the model of e-commerce platform selection is established. First of all, according to the attributes of the platform goods and their own actual needs, the A online store makes the primary selection of the platform, eliminates the platform that does not meet the conditions, and draws a conclusion by using SWOT analysis method. Then, according to the analysis of the principles, influencing factors and survey results that affect the choice of e-commerce platform, the ten important evaluation indexes are further selected, and the platform that does not meet the conditions is eliminated again. Finally, two O2O e-commerce platforms, "Huizheng" and "same city purchase", are selected as alternative e-commerce platforms. The evaluation index system of this paper can be divided into three levels. The first level is the total level of e-commerce website. It is through the construction of the website and the application of the website. After weighting, the overall evaluation of the e-commerce website is given. The second level is that according to the core factors involved in the construction of e-commerce website and the application of the core factors, the two first-level indicators are divided into four core factor subsystems, including the functional evaluation index and content evaluation index of the website. Performance evaluation and website evaluation quality. The third level is further decomposed on the basis of four secondary indicators to form ten third-level indicators, namely, platform characteristics, functional quantity, security technology, maneuverability, access rate, information update rate, e-commerce transaction rate, credit evaluation. Improve customer satisfaction and enterprise satisfaction. The evaluation model is established by using the above indexes to select "Huizheng" as the most suitable e-commerce platform for A online store. Through the third-party e-commerce platform selection model established by this evaluation index system, the third-party e-commerce platform service provider can fully understand the advantages and disadvantages of their own platform. To formulate the correct plan to enhance the comprehensive competitiveness of the platform; The majority of small and medium-sized enterprise users can use the selection model to evaluate the overall strength of e-commerce platform and choose the platform suitable for their own development needs. This paper attempts to do some research on index system and selection model, in order to establish a set of scientific and more effective models suitable for the choice of third-party e-commerce platform. In order to enhance the competitiveness of platform operators and small and medium-sized enterprise users to choose the platform can be helpful.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6

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