本文選題：跨境電子商務 + O2O　； 參考：《廣西民族大學》2017年碩士論文

【摘要】：近年來,在互聯(lián)網(wǎng)的沖擊下,傳統(tǒng)零售企業(yè)遭受劇烈的打擊,亟待升級改造,尋找新的商業(yè)突破口�？缇畴娮由虅誒2O(Online to Offline)模式是傳統(tǒng)零售業(yè)轉(zhuǎn)型的主要出路之一,友阿百貨、廣州百貨紛紛布局線下體驗店,以占得先機。同時,隨著消費者的消費觀念從傳統(tǒng)的“物質(zhì)”消費逐漸轉(zhuǎn)向“體驗”消費,企業(yè)之間的競爭也不再是產(chǎn)品之間的競爭,而是服務+產(chǎn)品=體驗的競爭。消費者追求的不僅僅是優(yōu)質(zhì)的產(chǎn)品服務,更是消費過程中的感知與情感體驗,便捷、有趣、個性化的顧客體驗能夠促進消費者的購買。因此企業(yè)能否給消費者提供獨特而有趣的產(chǎn)品和服務體驗,成為企業(yè)能否在接下來的競爭中處于領先地位的關鍵。本文選取M公司為研究對象,以顧客體驗價值理論和顧客體驗理論為依據(jù),通過查閱文獻,目標消費者訪談,問卷預調(diào)查等方法設計跨境電子商務進口零售O2O模式顧客體驗調(diào)查問卷。通過對目標對象進行問卷調(diào)查,回收問卷并利用SPSS軟件進行數(shù)據(jù)分析:通過因子分析對影響因子進行降維;通過多元線性回歸分析確定變量間的相關性,并對假設進行驗證。得出以下結論:第一,在功能型性價值中,產(chǎn)品信息會給M公司顧客的顧客體驗價值帶來較大的影響,安全因素則相對的影響較小,效率因素則給M公司帶來嚴重的負面影響;第二,在享樂型價值方面,有趣的互動活動能夠提升M公司的顧客體驗價值,而在個性化方面,M公司則略顯不足;第三,在社會型價值中,自我形象帶來的顧客體驗價值較分享價值要大。基于對M公司運營的SWOT分析和實證研究結論,并參考淘寶線下店鋪和銀泰廣場的運營模式分別對M公司的運營和營銷給出相應的建議,以提升進一步提升M公司競爭力。
[Abstract]:In recent years, under the impact of the Internet, the traditional retail enterprises suffered a severe blow, and need to be upgraded to find a new commercial breakthrough. The O2O(Online to offline model of cross-border e-commerce is one of the main ways out for the transformation of traditional retailing. At the same time, with the consumer's consumption concept gradually changing from the traditional "material" consumption to "experience" consumption, the competition among enterprises is no longer the competition between products, but the competition between service products = experience. Consumers not only pursue high-quality products and services, but also the perception and emotional experience in the process of consumption, convenient, interesting, personalized customer experience can promote the purchase of consumers. Therefore, whether enterprises can provide consumers with a unique and interesting product and service experience is the key to the future competition. This paper selects M Company as the research object, based on customer experience value theory and customer experience theory, through consulting literature, target consumer interviews, In this paper, we designed a customer experience questionnaire for cross-border e-commerce import retail O 2 O model by means of pre-survey and other methods. Through the questionnaire survey to the target object, the questionnaire is collected and the data is analyzed by SPSS software: factor analysis is used to reduce the dimension of the influence factor, and the correlation between variables is determined by multiple linear regression analysis, and the hypothesis is verified. The conclusions are as follows: first, in the functional value, the product information will bring greater influence to the customer experience value of M company, the safety factor will have a relatively small influence, the efficiency factor will bring the serious negative influence to M company; Second, in terms of hedonic value, interesting interactive activities can enhance M company's customer experience value, while in individualized aspect, M company is slightly inadequate; third, in social value, Self-image brings greater customer experience value than sharing value. Based on the SWOT analysis and empirical research conclusion of M company's operation, and referring to the operation mode of Taobao offline store and Yintai Square, this paper gives corresponding suggestions on M company's operation and marketing respectively, in order to enhance M company's competitiveness.
【學位授予單位】：廣西民族大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F724.6

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