完全B2C企业顾客服务模式研究

发布时间：2018-04-19 00:15

本文选题：电子商务 + 网络营销　；参考：《陕西科技大学》2012年硕士论文

【摘要】：自二十世纪九十年代以来，互联网的快速发展引发了世界性电子商务的迅猛发展。作为一种新型的交易方式，电子商务给社会带来全新的变化，人们不再受限于时间和地理位置，能以简捷的方式在任何时间任何地点完成复杂而繁琐的交易活动。在此期间，国内电子商务特别是国内完全B2C企业（即国内综合型B2C企业和国内垂直型B2C企业，本文中统称为完全B2C企业）也得到了快速发展。但在发展的同时，完全B2C企业也面临着诸多问题，最为突出的是企业进行低价甚至亏本销售，用此来争夺顾客数量、网站流量和销售业绩，以此获得风险投资青睐或上市融资，而在如愿以偿获得风险投资或上市之后却发现行业内已经涌入了更多的强有力的竞争者，使得企业盈利的前景和机会依然渺茫，于是不得已又进入了新一轮的低价竞争。在这一恶性循环下，如何另辟蹊径继续发展成为完全B2C企业考虑的核心问题。本文从为顾客服务的理念出发，研究完全B2C企业的顾客服务模式，通过顾客服务模式的研究和改进体现差异化，，进而提升企业品牌形象，实现差异化竞争。在对当前完全B2C企业顾客服务分析的基础上，提出构建新的顾客服务模式，将购买之前的顾客引入纳入到整个服务体系中，从而把完全B2C企业的顾客服务模式划分为购前服务、购中服务和售后服务三大类，每个大类又根据各自所包含的内容进行进一步划分，形成了以购前服务为基础、购中服务为关键、售后服务为保障的完整顾客服务体系。其中，购前服务通过外部搜索引擎优化、网络广告联盟使用、新型网络应用等综合方式达到企业顾客引入的目的；购中服务以增强顾客页面体验效果、优化站内简单检索和复杂检索、完善各类服务平台或服务方式等达到方便顾客购买的目的；售后服务是近几年各个企业在企业管理中均比较重视的一个环节，主要从产品及配送服务、简化流程、提高顾客沟通效率等方面进行了阐述，同时也是为购前服务建立口碑效应。三个大类之间承上启下，相互关联，形成了一个完整的服务流程体系。在前期分析和构建的基础上，本文选取了完全B2C企业“京东商城”作为顾客服务模式的案例进行具体分析，按照购前服务、购中服务和售后服务三个流程体系对其进行了具体的分析，并提出了一些改进措施和建议，对于完全B2C企业的发展起到了一定的借鉴作用。
[Abstract]:Since the 1990's, the rapid development of the Internet has triggered the rapid development of electronic commerce worldwide.As a new way of transaction, electronic commerce brings new changes to the society. People are no longer limited by time and geographical location, and can complete complex and complicated transaction activities in any time, anywhere and in a simple way.During this period, domestic e-commerce, especially domestic complete B2C enterprises (i.e. domestic integrated B2C enterprises and domestic vertical B2C enterprises, referred to as complete B2C enterprises in this paper) has also been developed rapidly.But at the same time, complete B2C enterprises also face many problems, the most prominent is that enterprises sell at a low price or even at a loss, which is used to compete for the number of customers, website traffic and sales performance, in order to obtain venture capital favor or listed financing.However, after obtaining venture capital or listing, we find that more and more strong competitors have been coming into the industry, which makes the profit prospects and chances of enterprises still slim, so we have to enter a new round of low price competition.In this vicious circle, how to explore a new way to continue to develop into a complete B-C enterprises to consider the core issue.Based on the concept of customer service, this paper studies the customer service model of complete B2C enterprise. Through the research and improvement of customer service model, it reflects the differentiation, and then promotes the brand image of the enterprise and realizes the differentiated competition.Based on the analysis of customer service in current B2C enterprise, a new customer service model is proposed, and the customer before purchase is introduced into the whole service system, and the customer service model of complete B2C enterprise is divided into pre-purchase service.There are three categories of service and after-sales service, each of which is further divided according to the contents they contain, forming a complete customer service system based on pre-purchase service, key service and after-sales service.Among them, pre-purchase service can achieve the purpose of customer introduction through external search engine optimization, network advertising alliance use, new network application and so on.To optimize the simple and complex retrieval in the station, to perfect all kinds of service platforms or modes of service, and to make it convenient for customers to purchase. The after-sales service is a link that each enterprise pays more attention to in the enterprise management in recent years.Mainly from the product and the distribution service, simplifies the flow, improves the customer communication efficiency and so on aspects carries on the elaboration, also is establishes the word-of-mouth effect for the pre-purchase service.The three categories are connected with each other and form a complete service flow system.On the basis of earlier analysis and construction, this paper selects "JingDong Mall" as the case of customer service model, and analyzes the case of "JingDong Mall", according to the pre-purchase service.The three flow systems of service and after-sales service are analyzed, and some improvement measures and suggestions are put forward, which can be used for reference for the development of B2C enterprises.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274

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