本文選題：物流服務(wù)　切入點：在線評論　出處：《北京交通大學》2017年碩士論文　論文類型：學位論文

【摘要】：網(wǎng)絡(luò)零售環(huán)境下的物流服務(wù)直接面向消費者,影響著消費者對商品交易的總體滿意度,對網(wǎng)絡(luò)零售行業(yè)的發(fā)展十分重要。各B2C網(wǎng)絡(luò)零售商千方百計提升物流服務(wù)水平,以增強客戶滿意度和粘性。以自建物流為特征的京東商城以配送速度作為突破口,在業(yè)內(nèi)掀起激烈的配送速度戰(zhàn)。但按照成本分析和客戶需求的角度來講,物流速度不見得越快越好。同時網(wǎng)絡(luò)零售投訴中退換貨環(huán)節(jié)的服務(wù)占比最高,存在著較嚴重的消費者不滿。消費者對配送速度的需求究竟是怎樣的?哪些服務(wù)的改善能夠吸引更多消費者購買商品?哪些環(huán)節(jié)服務(wù)能夠讓消費者愿意花更多錢購買商品?不同商品間消費者對物流服務(wù)需求的差異是怎樣的?這都是網(wǎng)絡(luò)零售商和電商物流服務(wù)企業(yè)需要解決的重要問題。本研究選取大家電和服裝兩種商品,獲取網(wǎng)購消費者在線評論,從中提取初始的物流服務(wù)要素;首先基于網(wǎng)購交易的歷史數(shù)據(jù),探討哪些環(huán)節(jié)物流服務(wù)水平的提升能夠吸引消費者購買商品的問題;并結(jié)合各環(huán)節(jié)物流服務(wù)的顧客相對滿意度,探討各項物流服務(wù)的提升空間,初步篩選出值得企業(yè)關(guān)注的物流服務(wù)環(huán)節(jié)。針對篩選出的物流環(huán)節(jié),通過實驗設(shè)計進一步探討哪些環(huán)節(jié)物流服務(wù)水平的提升,能夠讓消費者愿意花更多錢購買商品。同時,本文還圍繞物流服務(wù)多元化的現(xiàn)實要求,以大家電和服裝兩種商品為例,探討了不同商品類型對物流服務(wù)的需求差異。本研究得到如下結(jié)論:(1)更快的配送速度能夠吸引消費者購買商品,但在商品價格隨之上漲的情形下,消費者更傾向選擇相對合理的速度區(qū)間,而不是一味強調(diào)配送速度;24小時內(nèi)送達已高于消費者預期,配送速度服務(wù)提升空間不大。(2)售后環(huán)節(jié)的服務(wù)值得進一步關(guān)注,不僅能夠吸引消費者購買商品,還讓消費者愿意花更多錢購買商品。(3)全面提升收貨方式的便利性意義不大,但對特定商品如大家電意義較大。(4)在線評論中物流服務(wù)評價的相關(guān)內(nèi)容值得重視。(5)對大家電商品,電商企業(yè)未來在物流服務(wù)方面?zhèn)戎氐捻樞驗槭肇浭酆笈渌?對服裝類商品則為售后配送收貨。(6)相比單一環(huán)節(jié)物流服務(wù)提升,多種服務(wù)環(huán)節(jié)優(yōu)化的模式對消費者更具吸引力,其中全要素物流服務(wù)優(yōu)化對20歲以上和高學歷人群有著較強吸引力,電商物流服務(wù)企業(yè)建立全方位物流環(huán)節(jié)優(yōu)化體系具有重要意義。
[Abstract]:The logistics service under the network retail environment directly faces the consumer, affects the consumer's overall satisfaction to the commodity transaction, and is very important to the development of the network retail industry. In order to enhance customer satisfaction and stickiness. JingDong Mall, characterized by self-built logistics, took distribution speed as a breakthrough and set off a fierce distribution speed war in the industry. But in terms of cost analysis and customer demand, Logistics speed is not necessarily the faster the better. At the same time in the network retail complaints the highest proportion of services returned and exchanged links, there is a more serious consumer dissatisfaction. What is the consumer demand for distribution speed? What improvements in services can attract more consumers to buy goods? What services can make consumers willing to spend more money on goods? What is the difference of consumer demand for logistics service among different commodities? These are the important problems that need to be solved by network retailers and e-commerce logistics service enterprises. In this study, two kinds of goods, large household appliances and clothing, are selected to obtain online reviews of online shopping consumers, from which the initial logistics service elements are extracted. First of all, based on the historical data of online shopping transaction, the paper discusses which links logistics service level can attract consumers to buy goods, and discusses the improvement space of each logistics service combining with the relative customer satisfaction of each link logistics service. We have preliminarily screened out logistics service links that deserve the attention of enterprises. In view of the selected logistics links, we will further explore through the experimental design which links will enhance the level of logistics services, so that consumers will be willing to spend more money on purchasing goods. At the same time, This article also revolves around the logistics service diversification realistic request, takes the big household appliance and the clothing two kinds of commodity as the example, This paper discusses the difference of demand for logistics services among different commodity types. The conclusion of this study is as follows: 1) A faster distribution rate can attract consumers to buy goods, but when the price of goods rises with it, Consumers are more inclined to choose a relatively reasonable speed range, rather than blindly emphasizing that the delivery rate within 24 hours is already higher than the consumer's expectation, and that the delivery speed service has little room for improvement.) the after-sale service deserves further attention. Not only can it attract consumers to buy goods, but it also makes consumers willing to spend more money on goods. However, the related contents of logistics service evaluation in the online review of specific commodities such as large household appliances are worth paying attention to.) for large household appliances, e-commerce enterprises will focus on logistics services in the order of receiving and distribution after sale. For clothing goods, the after-sale distribution and receipt of goods.) compared with the single link logistics service, the optimization model of multiple service links is more attractive to consumers. The optimization of all-factor logistics service has a strong appeal to the people over 20 years old and higher education. It is of great significance for e-commerce logistics service enterprises to set up the optimization system of all-round logistics links.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F259.2;F713.55

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