“柚米”通用型抵用券的用户接受度研究

发布时间：2018-02-15 13:19

本文关键词： “柚米” 通用型抵用券 O2O 用户接受度　出处：《湖南工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：“柚米”通用型抵用券是将传统的纸质抵用券在电子化、标准化的基础上再联合商户互认互通达到通用化的一种有价电子凭证。即消费用户在商户A消费后所获得赠送的抵用券在“柚米”平台其他联盟商户也同样可以使用,而且不受时间限定,有效破解了抵用券只能在短时间内在同一商户重复消费所带来的消费用户消费疲劳这一难题。同时,商户加入通用抵用券联盟认可其他商户的代金券,也就意味着可以低成本整合其他商家的客户资源,有效地扩大市场。通用抵用券这一模式有效解决了传统纸质代金券在印刷设计、推广发放、用户携带、用户体验度等多方面存在的问题,同时将消费用户巧妙的引入到线上平台,为商户搭建了一套有效的电子商务模式,即线上了解信息、查询商品和服务然后到线下消费的“O2O”模式。相比其他的电子商务模式而言,“柚米”借助“互联互通”这一特色能够更有效地整合不同商户的客户资源,盘活存量客户资产。商户入驻“柚米”平台能够有效解决互联网转型过程中的技术平台搭建、粉丝发展和粉丝活跃度三大难题,有效建立属于自己的客户数据库实现数据化经营管理。“柚米”通用型抵用券是上述“O2O”模式的关键连接点,通用型抵用券这一新兴事物与传统抵用券相比有什么特征与不同?这些特征和不同会导致用户对这种新型的事物接受程度什么样的变化?有哪些因素会影响到用户的接受度?这些因素之间有什么相互影响的关系?论文以此为突破重点,通过对“柚米”通用型抵用券的运行模式分析、柚米通用型抵用券的swot分析、“柚米”通用型抵用券的用户接受因素实证分析总结了“柚米”通用型抵用券的优劣势,提出了“柚米”通用型抵用券的用户接受度提升方案,探索了通用型抵用券的发展前景和推广意义,对企业的互联网转型模式的探讨具有非同寻常的现实意义。论文以“柚米”为案例,通过大量问卷调查结合文献资料查询对比,积极探索在抵用券营销方面的新思维及实践应用,提出通用型抵用券的创新概念并就如何提升通用型抵用券的用户接受度提供了理论指导和实践路径。
[Abstract]:The "pomelo rice" universal voucher is an electronic version of the traditional paper voucher. On the basis of standardization, it is a kind of price-electronic voucher to generalize the mutual recognition of merchants. That is, the coupons given to consumers after consumption by merchant A can also be used by other alliance merchants in the "pomelo rice" platform. Moreover, without time limit, the problem of consumer consumption fatigue caused by the fact that vouchers can only be consumed repeatedly in the same business in a short period of time has been effectively solved. At the same time, merchants joined the General Voucher Union to recognize other merchants' vouchers. This means integrating other merchants' customer resources at a low cost and effectively expanding the market. This model effectively solves the problem of traditional paper vouchers being printed, designed, popularized, distributed, and carried by users. At the same time, the consumer is introduced to the online platform skillfully, which sets up an effective e-commerce model for merchants, that is, to understand the information online. "O _ 2O" models that look up goods and services and consume offline. Compared to other e-commerce models, "pomelo rice" can integrate the customer resources of different businesses more effectively with the feature of "connectivity." Activate the stock of customer assets. Merchants in the "pomelo rice" platform can effectively solve the technological platform in the process of Internet transformation, fan development and fan activity three major problems, Effective establishment of our own customer database to achieve data management. "pomelo rice" general type voucher is the key link of the "O _ 2O" model, what are the characteristics and differences between the general type voucher and the traditional voucher? What changes will these characteristics and differences lead to a user's acceptance of this new type of thing? What factors affect user acceptance? What is the interplay between these factors? This paper takes this as the breakthrough key, through the analysis to the "pomelo rice" general type voucher movement pattern, The swot analysis of the universal coupon of pomelo rice, the user acceptance factor of the general type voucher of "pomelo rice", the advantages and disadvantages of the general type voucher of "pomelo rice" are summarized, and the scheme of increasing the user acceptance of the universal coupon of "pomelo rice" is put forward. This paper explores the development prospect and popularization significance of universal voucher, which is of great practical significance to the exploration of enterprise's Internet transformation mode. This paper takes "pomelo rice" as a case, and through a large number of questionnaires and literature, it makes a comparison. This paper actively explores the new thinking and practical application in coupon marketing, puts forward the innovative concept of universal voucher, and provides theoretical guidance and practical path on how to enhance the user acceptance of universal voucher.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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