基于网络消费信任的生鲜农产品管理评价体系的构建与研究

发布时间：2018-02-27 18:32

本文关键词： 网络消费信任生鲜农产品管理水平评价体系　出处：《南昌航空大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国已成为世界最大的网络零售市场。随着电子商务和网络消费的快速发展,开始涉足生鲜农产品的网络营销业务的电子商务企业日益增多,我国生鲜农产品网络消费市场快速发展,如何更有效的建立起网络消费信任关系,成为摆在生鲜农产品网络销售企业面前的重要课题。本文以提升生鲜农产品网络消费信任为出发点,首先从网络消费信任的角度出发,对网络消费信任的概念、特征、构成要素进行系统的论述,从供应链、冷链物流和消费者满意的几方面对生鲜农产品管理理论进行分析。然后通过实际调查和相关性统计分析发现,生鲜农产品网络消费信任水平与消费者对生鲜农产品电商对供应商环节的管理、对冷链物流配送的管理和对顾客满意度的管理的认可程度密切相关,具体包括对供应商、冷链物流配送和消费者满意度管理三大环节中的诚实、能力、善意方面的认可程度。以生鲜农产品网络消费信任及其影响因素的分析结果为依据,构建了基于网络消费信任的企业生鲜农产品管理水平评价指标体系,并采用专家调查和层次分析法,确定了各级指标的具体权重。最后从Z企业电商平台的实例出发,重点从供应商管理、冷链物流配送管理、顾客满意度管理三个环节评价了Z企业基于网络消费者信任的生鲜农产品管理水平。结果发现在产品质量安全、投诉处理效率、产品信息完备性、品牌形象建设能力、个性化服务质量等方面得分较低,需要采取必要的优化措施,具体包括:建立稳定的供应链战略合作关系;提高供应商生鲜农产品产品质量的稳定性;加强网络上优质生鲜农产品的精准式营销;发挥品牌形象的规模效应;完善冷链物流体系;提高消费者投诉处理能力。本研究对于完善提高生鲜农产品管理水平具有重要的理论指导意义,对于指导网络销售企业提高消费者信任水平具有重要的实践价值。
[Abstract]:China has become the largest online retail market in the world. With the rapid development of electronic commerce and network consumption, the number of e-commerce enterprises that begin to set foot in the network marketing business of fresh agricultural products is increasing day by day. With the rapid development of the network consumption market of fresh agricultural products in China, how to establish the trust relationship of online consumption more effectively, In order to improve the network consumption trust of fresh agricultural products, this paper starts with the concept and characteristics of network consumption trust from the perspective of network consumption trust. From the aspects of supply chain, cold chain logistics and consumer satisfaction, the management theory of fresh agricultural products is analyzed. The level of network consumption trust of fresh agricultural products is closely related to the consumers' management of fresh agricultural products e-commerce to suppliers, the management of cold chain logistics distribution and the approval of customer satisfaction management, including the management of suppliers. Cold chain logistics distribution and consumer satisfaction management in the three major links of honesty, ability, goodwill recognition. Based on fresh agricultural products network consumption trust and its impact factors analysis results as the basis, This paper constructs the evaluation index system of the management level of fresh agricultural products based on the network consumption trust, and uses expert investigation and analytic hierarchy process to determine the specific weights of the indexes at all levels. Finally, the paper starts from the example of Z enterprise e-commerce platform. From three aspects of supplier management, cold chain logistics distribution management and customer satisfaction management, this paper evaluates the management level of fresh agricultural products based on network consumer trust in Z enterprise. The results show that the product quality and safety, complaint handling efficiency, Product information completeness, brand image building ability, personalized service quality and other aspects of low scores, need to take the necessary optimization measures, including: to establish a stable supply chain strategic cooperation; To improve the quality stability of fresh agricultural products of suppliers; to strengthen the precision marketing of high-quality fresh agricultural products on the network; to give play to the scale effect of brand image; to improve the cold chain logistics system; This study is of great theoretical significance to improve the management level of fresh agricultural products, and has important practical value to guide network sales enterprises to improve consumer trust level.
【学位授予单位】：南昌航空大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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