唯品会的顾客满意度研究

发布时间：2018-01-23 11:06

本文关键词： 唯品会顾客满意度层次分析法顾客特征　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：在网络购物的飞速发展、品牌实体店的库存危机和消费者精品低价需求的背景下,起源于法国的品牌限时特卖模式被引入我国,以唯品会为首的品牌限时特卖网站开始兴起,随着各大电商的纷纷加入,特卖市场竞争日趋激烈。在如今的买方市场下,企业间的竞争最根本的是对顾客的竞争,能够有效地把握并满足顾客需求、保持老顾客、发掘新顾客,企业才能在激烈的竞争中占据优势,保证可持续发展。而对企业顾客满意度的研究恰恰可以检验企业运营的优势与不足,从而提出针对性的改进建议。本文选取限时特卖网站的代表性企业——唯品会作为研究对象,以顾客满意度理论和企业自身特征为基础,并参考前人构建的满意度模型,构建了唯品会的顾客满意度评价指标体系,其中包括网站设计和营销策划等5个一级指标,网站安全性、使用方便性和个性化服务等17个二级指标,采用专家打分法对指标进行赋权。在预调研阶段对问卷进行了信效度检验,通过因子分析查验了指标体系构建的有效性。采用问卷调查法对唯品会的顾客满意度进行实证研究,通过层次分析法和模糊综合评价法对各指标及网站整体满意度进行测评,得出唯品会的整体满意度得分为3.6208,根据最大隶属度原则,整体满意程度为满意。借助SPSS21.0和Excel对数据进行了描述性统计,并采用四分图模型、结合顾客特征对影响顾客满意度的因素进行了分析,最后结合唯品会企业的运营模式特点,提出了相对的改进建议。本文的研究主要针对唯品会企业本身,并进行了详细的分析,虽普适性较弱,但对于类似网站仍具有一定的借鉴意义,从而帮助企业保持优势、改进不足,实现顾客满意和企业效益的双赢。
[Abstract]:In the context of the rapid development of online shopping, the inventory crisis of brand physical stores and the low price demand of consumer boutique, the time-limited special sale model originated in France was introduced into China. The brand limited time special sale website, headed by VIPSHOP, began to rise. With the participation of all the major e-commerce companies, the competition in the special sale market is becoming more and more fierce. In the buyer's market today. The most fundamental competition among enterprises is the competition for customers, which can effectively grasp and meet the needs of customers, maintain old customers, explore new customers, and enterprises can occupy an advantage in the fierce competition. To ensure sustainable development. And the study of customer satisfaction can test the advantages and disadvantages of enterprise operation. This paper selects VIPSHOP, the representative enterprise of limited time sale website, as the research object, based on the theory of customer satisfaction and the characteristics of the enterprise itself. Referring to the satisfaction model constructed by predecessors, this paper constructs the evaluation index system of VIPSHOP's customer satisfaction, which includes five first-level indicators, such as website design and marketing planning, and website security. Using 17 secondary indicators such as convenience and personalized service, the expert scoring method was used to empower the indicators. The reliability and validity of the questionnaire were tested in the pre-survey stage. The validity of the index system is verified by factor analysis, and VIPSHOP's customer satisfaction is empirically studied by means of questionnaire survey. Through the analytic hierarchy process and fuzzy comprehensive evaluation method to evaluate the overall satisfaction of each index and website, it is concluded that VIPSHOP's overall satisfaction score is 3.6208, according to the principle of maximum membership. With the help of SPSS21.0 and Excel, the paper makes descriptive statistics on the data, and analyzes the factors that affect customer satisfaction by using the quadrilateral graph model and combining with the customer characteristics. Finally, combining with the characteristics of VIPSHOP enterprise operation mode, the paper puts forward relative improvement suggestions. This paper mainly focuses on VIPSHOP enterprise itself, and carries on the detailed analysis, although the universality is relatively weak. But it still has some reference significance for similar websites, so as to help enterprises maintain their advantages, improve their shortcomings, and realize the win-win situation of customer satisfaction and enterprise benefit.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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