跨境出口電子商務(wù)作為一種新模式,消費(fèi)者對(duì)產(chǎn)品與服務(wù)的滿意度直接反映在商品評(píng)價(jià)當(dāng)中。這種評(píng)價(jià)模式不僅影響到企業(yè)的流量情況,還具有口碑營銷的特點(diǎn),從而影響到企業(yè)商品的成交率。于電子商務(wù)企業(yè)而言,提高客戶滿意度至關(guān)重要。論文以S公司為例,利用消費(fèi)者對(duì)產(chǎn)品的評(píng)價(jià)作為分析的數(shù)據(jù)。利用文本數(shù)據(jù)分別進(jìn)行消極評(píng)價(jià)的統(tǒng)計(jì)和通過所有評(píng)價(jià)生成語義網(wǎng)絡(luò)進(jìn)行分析來找出消費(fèi)者在購物體驗(yàn)中感到滿意以及不滿意的因素和消費(fèi)群體特征。研究發(fā)現(xiàn),大多數(shù)顧客在購物過程中有愉快的體驗(yàn),但S公司依然存在多個(gè)方面的問題,包括由于語言障礙而導(dǎo)致消費(fèi)者對(duì)商品的理解障礙,缺乏產(chǎn)品選購與安裝指導(dǎo),客服與顧客溝通不足,部分國家的物流運(yùn)輸體驗(yàn)差,消費(fèi)者對(duì)產(chǎn)品缺乏正確認(rèn)識(shí)等情況。與此同時(shí),在語義網(wǎng)絡(luò)圖中還發(fā)現(xiàn)部分消費(fèi)者在評(píng)價(jià)時(shí),喜歡分享測(cè)試產(chǎn)品性能的數(shù)據(jù)以及其所購買的配件適合安裝的成品品牌名稱。研究基于消費(fèi)者視角的4Cs理論,并結(jié)合平衡顧客讓渡價(jià)值理論與生產(chǎn)者讓渡理論提出可行方案。在商品展示方面,S公司應(yīng)當(dāng)以視頻的形式完善產(chǎn)品描述與安裝指導(dǎo)為消費(fèi)者提供直觀的展示形式,以及優(yōu)化小語種的語言表述。在客服服務(wù)方面,S公司應(yīng)采用激勵(lì)機(jī)制來提高客服溝通的...

【文章頁數(shù)】：99 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research Background and Significance
    1.2 Research Content
    1.3 Research Methods
        1.3.1 Literature Research
        1.3.2 Case Study
Chapter 2 Literature Review
    2.1 Semantic Network Analysis
    2.2 Cross-border e-commerce
    2.3 Customer Delivered Value Theory
    2.4 Customer Satisfaction
    2.5 4Cs Marketing Theory
Chapter 3 Case Description
    3.1 Brief Introduction of Company S
    3.2 Organization Structure
    3.3 Company S’Development
Chapter 4 Case Analysis
    4.1 Brief Introduction of CBEC Industry
    4.2 Product Review Analysis
    4.3 Analysis of Negative Review Factors
    4.4 Semantic Network Analysis for Reviews
        4.4.1 Consumer Satisfaction Factors
        4.4.2 Consumer Cognitive Bias
        4.4.3 Issues on Consumer Needs
        4.4.4 Issues on Consumer Purchase
        4.4.5 Issues on Package and Transportation
    4.5 Summary
        4.5.1 Problems
        4.5.2 Consumer Characteristics and Habits
Chapter 5 Suggestion
    5.1 Improvement on Product Page
        5.1.1 Product Description and Installation Guidance
        5.1.2 Minority Language Expression
    5.2 Improvement on Customer Service
        5.2.1 Communication Skills
        5.2.2 Autoresponder System
    5.3 Utilization on Social Media Marketing
    5.4 Improvement on Logistics
    5.5 Summary
Chapter 6 Conclusion
    6.1 Research Summary
    6.2 Limitation of the present research
    6.3 Suggestions for further research
REFERENCE
ACKNOWLEDGEMENTS



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