基于客户满意度的KM电脑城商业模式研究

发布时间：2019-04-17 10:15

【摘要】：随着竞争的发展，电脑城作为传统的IT卖场，经历了2000年至2009年期间的繁荣，一线城市的发展受阻，二三线城市的发展也出现了利润下滑、出租率下降等问题。电商企业、3C家电卖场、专业IT连锁卖场、以及品牌专卖店的快速扩张，对传统的电脑城造成了直接的冲击。KM电脑城成立于1992年我国电脑城的孕育阶段，是西北最早建立的IT卖场，但随着周边其他电脑城的发展，圈内竞争加剧，加之其他业态对IT市场的瓜分，KM电脑城以往的垄断地位和昔日的光环退去，如何提高客户满意度，提高卖场的地位则成为研究的关键。本文在了解商业模式、客户满意度相关理论综述的基础上，首先对我国电脑城整体现状和KM电脑城经营现状进行了解，通过问卷对KM电脑城的客户满意度进行分析，，KM电脑城的购物环境和品牌影响力的客户满意度最低，成为本文要解决的首要问题。其次对KM电脑城所处的环境进行分析，包括所处商圈竞争情况，3C卖场、IT连锁、电子商务等其他业态的发展态势，IT产品的政治、经济、社会和技术环境的发展趋势，了解KM电脑城目前的优势劣势，存在的机遇与挑战。再次，对KM电脑城的客户进行分析描述，提出基于客户满意度的商业模式，KM电脑城应由传统“物业+收租”商业模式转变为资源整合的服务供应商，该模式的特点主要体现在：注重品牌组合与引进、休闲娱乐为IT消费增值、专业化的增值服务、体验式消费、统一收银和促销、线上线下服务结合六个方面，通过这些方式不断提升KM电脑城的客户满意度，提高卖场的竞争力。
[Abstract]:With the development of competition, computer City, as a traditional IT market, experienced the prosperity from 2000 to 2009, the development of first-tier cities was blocked, the development of second and third-tier cities also appeared the decline of profits, the decline of rental rate and so on. E-commerce enterprises, 3C home appliance stores, professional IT chain stores, and the rapid expansion of brand stores have caused a direct impact on the traditional computer city. KM computer City was established in 1992 in the gestation stage of the computer City of our country. It is the earliest IT store established in northwest China, but with the development of other computer cities around the world, intensified competition in the circle, together with the division of other forms of business to the IT market, KM computer City's past monopoly position and former aura receded, how to improve customer satisfaction, Improving the position of the market is the key to the research. On the basis of understanding the business model and the related theories of customer satisfaction, this paper firstly makes an understanding of the whole situation of China's computer city and the current situation of the operation of KM computer city, and analyzes the customer satisfaction of KM computer city through a questionnaire. KM computer City shopping environment and brand impact of the lowest customer satisfaction, become the first problem to be solved in this paper. Secondly, the environment of KM computer City is analyzed, including the competition situation in the business circle, 3C market, IT chain, e-commerce and other forms of development, and the development trend of the political, economic, social and technological environment of IT products. Understand the current strengths, weaknesses, opportunities and challenges of KM computer City. Thirdly, this paper analyzes and describes the customers of KM computer City, and puts forward a business model based on customer satisfaction. KM computer City should change from a traditional business model of "property rent collection" to a service provider of resource integration. The characteristics of this model are: pay attention to brand combination and introduction, leisure and entertainment for IT consumption value-added, professional value-added services, experience consumption, unified cashier and promotion, online and offline services combined with six aspects, Through these ways to improve the KM computer City's customer satisfaction, improve the competitiveness of the stores.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F727

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