服装行业“店选网购”跳单问题研究

发布时间：2018-01-09 03:02

本文关键词：服装行业“店选网购”跳单问题研究　出处：《天津财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：跳单问题普遍存在于医疗产业、房产中介、家居商场,以及电子产品、图书、服装等零售行业。于立(2012)提出跳单存在四大主要类型,包括“租少售多”、“居问纠纷”、“院诊店购”和“店选网购”,论文主要研究广泛存在于零售产业的“店选网购”跳单问题。随着电子商务模式的出现和移动智能设备及其应用软件的快速发展,传统零售市场发生了改变,“店选网购”跳单现象越来越严重,给传统店商造成巨大的利益损失。论文主要通过对“店选网购”跳单问题产生的影响因素的分析,找出“店选网购”跳单问题产生的深层动因,从而为企业和政府提供相应对策。论文以问题为导向,以服装行业为例,分别从企业、消费者和商品三个角度出发,采用案例研究与数理分析对“店选网购”跳单问题进行研究。第一章为导论,提出“店选网购”跳单问题,描述了服装行业“店选网购”的现象,并提出论文的分析框架和期望目标；第二章从企业形态的角度,分析了企业经营模式和渠道模式与跳单问题的关系,理清了基于信息搭便车行为、渠道冲突与跳单问题之间的相互影响关系。第三章从消费者行为的角度,分析了服装行业“店选网购”跳单问题与消费者需求、偏好及风险规避心理之间的关系,总结出趋向于“店选网购”跳单的消费者的个体特征。第四章从商品属性的角度,分析了“店选网购”跳单问题与商品属性和品牌特征之间的关系,得出跳单商品对象的特征；第五章为企业和政府提出相应的对策建议；第六章是对全文的总结与对未来研究的展望。论文的主要结论可归纳为：第一,其他条件一定的情况下,不论是经营模式还是渠道选择,只要不同企业之问采取的策略的差异化程度越高,跳单的可能性就越大；第二消费者的个体特征、偏好及心理会影响“店选网购”跳单行为发生的可能性；第三,在其他条件不变的情况下,若商品属性的不确定性越高,对消费者需求与商品属性之间的匹配程度要求越高,那么消费者“店选网购”的可能性也就越高。第四,店商和网商企业的对策为：采用020模式,建立全渠道架构；采取服务差异化策略。政府的决策为：在搭便车现象较为严重的情况下,豁免RPM,并限制跳单；在搭便车现象并不严重的情况下,应鼓励市场竞争,减少干预。
[Abstract]:Jump list problems generally exist in the medical industry, real estate agents, home shopping malls, as well as electronic products, books, clothing and other retail industries. These include "renting less and selling more", "asking for disputes", "shopping in hospital clinics" and "shopping online". With the emergence of e-commerce mode and the rapid development of mobile smart devices and their applications, the traditional retail market has changed. The phenomenon of "shop online shopping" is becoming more and more serious, which causes huge loss of benefits to the traditional shops. This paper mainly analyzes the influence factors of "shop online shopping". Find out the deep motivation of "shop online shopping" jump issue, so as to provide the corresponding countermeasures for enterprises and the government. The paper is problem-oriented, clothing industry as an example, respectively from the enterprise. From the perspective of consumers and commodities, this paper uses case study and mathematical analysis to study the problem of "shop online shopping". The first chapter is the introduction, and puts forward the "shop online shopping" skip order problem. This paper describes the phenomenon of online shopping in clothing industry, and puts forward the analysis framework and expected goal of the paper. The second chapter analyzes the relationship between enterprise management mode and channel model and jump order problem from the perspective of enterprise form, and clarifies the free-rider behavior based on information. The third chapter analyzes the relationship between online shopping in clothing industry and consumer demand from the perspective of consumer behavior. The relationship between preference and risk aversion psychology summarizes the individual characteristics of consumers who tend to "shop online shopping". Chapter 4th from the point of view of commodity attributes. This paper analyzes the relationship between "shop online shopping", commodity attributes and brand characteristics, and gets the characteristics of the object. Chapter 5th puts forward corresponding countermeasures and suggestions for enterprises and governments; Chapter 6th is a summary of the full text and prospects for future research. The main conclusions of the paper can be summarized as follows: first, under certain other conditions, whether business model or channel choice. As long as different enterprises adopt the strategy of the higher the degree of differentiation, the more likely to jump; The individual characteristics, preferences and psychology of the second consumer will influence the possibility of "shop shopping" jumping; Thirdly, if the uncertainty of commodity attribute is higher, the matching degree between consumer demand and commodity attribute is higher. Then consumers "shop online shopping" the possibility is also high. 4th, store and online business enterprise countermeasures are: adopt the 020 model, establish a full channel structure; The strategy of service differentiation is adopted. The decision of the government is as follows: in the case of serious hitchhiking, RPMs are exempted, and the jump order is restricted; In cases where hitchhiking is not serious, market competition should be encouraged and intervention should be reduced.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F724.6

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