海尔B2C电商平台售后服务评价及售后服务模式创新

发布时间：2019-04-28 17:11

【摘要】：20世纪末,在全球化、信息化的推动下,最有魅力的口号就是“电子商务”。电子商务能用最短的时间统一人们的思想和行动,是全球经济领域的一场革命。电子商务意味着经济活动的主体将不再局限于发达国家,而是世界各地的人们。电子商务是全球化、信息化的体现和整合,是全球化、信息化发展的必然结果,它正在改变社会的经济生活,进而改变整个世界。随着信息技术、网络通讯技术的迅速发展和服务经济形态的全球扩张,电子商务逐渐向电子商务服务业发展,并表现出泛在性、虚拟性、个性化等新兴特征。服务经济的抢进增长势必对社会的生产方式、消费防止和交易方式带来深刻变革,电子商务正影响着世界的每一个角落,它变革了现行的商业体系,也深深地改变了人们贸易和消费的方式。艾瑞咨询数据显示,国内电子商务正以每年100%的速度增长。B2C电子商务模式,作为商务模式的主流趋势,虽然已显示出了巨大的潜力,一些亟待解决的问题正严重阻碍它的健康发展。这些问题集中表现为顾客的满意度较低,其深层次的原因是信息不对称和买卖双方满意的标准存在差距。因此,.本研究以海尔家电为代表,通过对海尔集团B2C电商平台售后服务的介绍及评价,探讨B2C电商售后服务现状以及售后服务模式创新等问题,具有重要的理论和现实意义。本文对B2C电商平台售后服务的国内外研究现状进行综合分析总结之后,确定本文的写作思路。首先,从电子商务模式价值分析出发,结合顾客满意研究现状,对国内外B2C电商平台售后服务的发展水平和现状进行了详细的阐述。其次,本文对海尔集团B2C平台售后服务体系进行较为系统的介绍和评价,综合性的介绍海尔集团B2C电商平台售后服务管理体系,针对海尔集团的内外部环境进行具体评价,找出其创新点所在,对创新点进行分析和评价。然后根据B2C平台售后服务的特点以及售后服务的价值理论和评价理论,构建海尔集团售后服务质量评价体系,通过B2C售后服务的按约送达,妥投率等指标,结合海尔集团售后服务的具体数据和案例,反映其售后服务的质量标准。最后,基于海尔B2C电商平台售后服务的具体实际情况和我国家电行业的总体情况,得出了家电行业B2C售后服务结论并对家电行业的前景提出相应的建议,提升家电行业B2C售后服务的质量,给家电行业在电子商务模式下发展提供一些借鉴,提升品牌口碑,实现企业价值。
[Abstract]:At the end of the 20th century, driven by globalization and informatization, the most attractive slogan is "E-commerce". E-commerce, which can unify people's thoughts and actions in the shortest time, is a revolution in the field of global economy. E-commerce means that the main body of economic activity will no longer be limited to developed countries, but people around the world. E-commerce is globalization, the embodiment and integration of information, is the inevitable result of globalization, information development, it is changing the economic life of society, and then change the whole world. With the rapid development of information technology, the rapid development of network communication technology and the global expansion of service economy, e-commerce gradually develops to e-commerce service industry, showing the emerging characteristics of generality, virtualization, individuation and so on. The growth of service economy is bound to bring profound changes to the social mode of production, consumption prevention and trade. E-commerce is affecting every corner of the world, and it has changed the current business system. It has also profoundly changed the way people trade and consume. Data from Eli Consulting show that domestic e-commerce is growing at a rate of 100% a year. B2C e-commerce model, as the mainstream trend of business model, has shown great potential. Some urgent problems are seriously hampering its healthy development. These problems are concentrated in the low customer satisfaction, and the deep-seated reason is that there is a gap between the information asymmetry and the standard of satisfaction between the buyer and the seller. Therefore,. By introducing and evaluating the after-sales service of Haier Group's B2C e-commerce platform, this research discusses the current situation of B2C e-commerce after-sales service and the innovation of after-sales service mode, which has important theoretical and practical significance. After a comprehensive analysis of the domestic and foreign research status of after-sales service of B2C e-commerce platform, this paper determines the writing thinking of this paper. First of all, starting from the value analysis of e-commerce mode, combined with the research status of customer satisfaction, the development level and present situation of after-sales service of B2C e-commerce platform at home and abroad are described in detail. Secondly, this paper systematically introduces and evaluates the after-sales service system of Haier Group's B2C platform, comprehensively introduces the after-sales service management system of Haier Group's B2C e-commerce platform, and evaluates the internal and external environment of Haier Group. Find out its innovation point, carry on the analysis and the appraisal to the innovation point. Then according to the characteristics of after-sale service of B2C platform and the value theory and evaluation theory of after-sale service, the evaluation system of after-sales service quality of Haier Group is constructed. Combined with Haier Group after-sales service specific data and cases, reflect its after-sales service quality standards. Finally, based on the actual situation of after-sales service of Haier B2C e-commerce platform and the general situation of China's home appliance industry, the conclusion of B2C after-sales service of home appliance industry is drawn and the corresponding suggestions are put forward for the future of home appliance industry. Improve the quality of B2C after-sales service in home appliance industry, provide some reference for the development of home appliance industry under the mode of e-commerce, promote brand reputation and realize enterprise value.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F426.6

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