本文選題：顧客價值 + 競爭優(yōu)勢　； 參考：《武漢大學(xué)》2012年博士論文

【摘要】：隨著互聯(lián)網(wǎng)普及和信息時代來臨,電子商務(wù)作為全新的商品交易模式,目前在我國已經(jīng)進(jìn)入大規(guī)模的發(fā)展應(yīng)用階段,并因其安全、便捷、高效的巨大優(yōu)勢,顯示出逐漸取代傳統(tǒng)購物方式、成為社會商品交易主流模式的趨勢。而隨著國內(nèi)網(wǎng)絡(luò)購物環(huán)境日趨成熟,B2C市場由于其在商品質(zhì)量、服務(wù)保障、安全保障等方面比C2C市場更具優(yōu)勢,B2C電子商務(wù)網(wǎng)站逐漸成為網(wǎng)民網(wǎng)絡(luò)購物的首選。消費(fèi)者網(wǎng)絡(luò)購物理念正逐漸由重價格購物提升到重服務(wù)品質(zhì)購物,B2C替代C2C成網(wǎng)購主流將是電子商務(wù)行業(yè)發(fā)展的必然趨勢。目前,國內(nèi)開展B2C電子商務(wù)的網(wǎng)站雖然逐漸增多,但在B2C市場中尚未出現(xiàn)一家擁有絕對競爭優(yōu)勢的網(wǎng)站,B2C電子商務(wù)網(wǎng)站之間的競爭異常激烈。相比于傳統(tǒng)購物環(huán)境,電子商務(wù)網(wǎng)站建立持久競爭優(yōu)勢十分困難。因此,如何盡快盈利并獲得持續(xù)競爭優(yōu)勢,已經(jīng)成為電子商務(wù)企業(yè)關(guān)心的重要現(xiàn)實問題。 戰(zhàn)略的本質(zhì)是競爭,而競爭優(yōu)勢歸根結(jié)底產(chǎn)生于企業(yè)能為顧客創(chuàng)造的價值。由于網(wǎng)購市場中,買方占主導(dǎo)地位,顧客資源成為電子商務(wù)網(wǎng)站競相爭奪的無形資產(chǎn)。因此,如何滿足顧客個性化需求、提升用戶體驗度；如何提高顧客重復(fù)購買率及顧客忠誠度,最大限度地增加顧客價值,成為各電子商務(wù)網(wǎng)站的關(guān)注焦點(diǎn),也是B2C電子商務(wù)網(wǎng)站盡快盈利并獲得持續(xù)競爭優(yōu)勢和解決B2C發(fā)展過程中諸多問題的最有效途徑。對于電子商務(wù)企業(yè)而言,只有能夠創(chuàng)造優(yōu)越的顧客價值才能實現(xiàn)顧客滿意、顧客信任以及顧客忠誠,如此,才能獲取持久競爭優(yōu)勢。因此,構(gòu)建電子商務(wù)網(wǎng)站競爭優(yōu)勢勢在必行,提供優(yōu)越顧客價值是電子商務(wù)網(wǎng)站獲得持續(xù)競爭優(yōu)勢的前提。 國內(nèi)外學(xué)者對顧客價值理論、競爭優(yōu)勢理論已有了豐富的研究成果,對顧客價值與企業(yè)競爭優(yōu)勢之間的關(guān)系研究也取得了一定的成果,但是,對于電子商務(wù)領(lǐng)域兩者之間的關(guān)系研究還鮮有所見。本文正是在這一背景下進(jìn)行,從消費(fèi)者視角出發(fā),以顧客價值為切入點(diǎn)研究電子商務(wù)網(wǎng)站的競爭優(yōu)勢,探究顧客價值與電子商務(wù)網(wǎng)站競爭優(yōu)勢的關(guān)系,力圖通過對網(wǎng)購用戶行為的實證調(diào)查找出影響電子商務(wù)網(wǎng)站競爭優(yōu)勢的重要因素,論證顧客價值對電子商務(wù)網(wǎng)站競爭優(yōu)勢具有重大且積極的影響；探究電子商務(wù)網(wǎng)站顧客價值的驅(qū)動因素,并對這些因素進(jìn)行評價,將其向操作層面推進(jìn),從而指導(dǎo)電子商務(wù)網(wǎng)站建設(shè)及評估,為電子商務(wù)網(wǎng)站經(jīng)營管理者制定企業(yè)競爭戰(zhàn)略方針提供新的思路與參考。 全文由引言和正文的六個部分組成,其主要內(nèi)容如下： 引言部分：指出了選題背景和意義,分析了國內(nèi)外研究現(xiàn)狀,提出了研究的目的,介紹了研究的對象和研究的內(nèi)容,梳理了研究的思路,選擇了研究的方法,思考了研究的特色。這是論文選題的緣由和本文的出發(fā)點(diǎn)。 第一部分：相關(guān)理論研究。首先對網(wǎng)絡(luò)消費(fèi)者行為理論進(jìn)行研究,界定了消費(fèi)者行為及網(wǎng)絡(luò)消費(fèi)者行為的內(nèi)涵,歸納消費(fèi)者購買行為模式,分析網(wǎng)絡(luò)環(huán)境下消費(fèi)者行為及心理特征,梳理影響消費(fèi)者網(wǎng)絡(luò)購物的主要因素,并對網(wǎng)絡(luò)消費(fèi)者購買過程進(jìn)行分析。在此基礎(chǔ)上對電子商務(wù)環(huán)境下的消費(fèi)者行為研究的主要代表理論：技術(shù)接受模型、交易成本理論以及質(zhì)量——價值——滿意度模型進(jìn)行概述及評價,并指出本文將融合這三方面理論來揭示電子商務(wù)網(wǎng)站競爭優(yōu)勢的形成機(jī)理。其次,對競爭優(yōu)勢理論進(jìn)行研究,探討競爭優(yōu)勢的來源,指出顧客價值是競爭優(yōu)勢的新來源并分析了顧客價值構(gòu)建企業(yè)競爭優(yōu)勢的意義。在此基礎(chǔ)上,提出企業(yè)競爭優(yōu)勢的內(nèi)涵,并分析了企業(yè)競爭優(yōu)勢的特征。最后,對顧客價值理論進(jìn)行研究,嘗試提出了一個更為完善的顧客價值定義,并對其內(nèi)涵進(jìn)行了闡釋,歸納出顧客價值的五個特征。通過對顧客價值及網(wǎng)絡(luò)環(huán)境下顧客價值的構(gòu)成維度的回顧梳理,本文將網(wǎng)絡(luò)環(huán)境下的顧客價值分為效用價值和情感體驗價值兩個構(gòu)面,并對網(wǎng)絡(luò)環(huán)境下顧客價值的內(nèi)涵進(jìn)行了闡釋。該部分為后續(xù)章節(jié)的理論分析和實證研究打下了堅實的基礎(chǔ)。 第二部分：基于顧客創(chuàng)新的電子商務(wù)網(wǎng)站動態(tài)競爭優(yōu)勢形成模型。通過對傳統(tǒng)基于競爭導(dǎo)向的戰(zhàn)略邏輯與基于顧客價值創(chuàng)新的戰(zhàn)略邏輯的對比,分析顧客價值對企業(yè)創(chuàng)新能力的重要導(dǎo)向作用。并對顧客價值創(chuàng)造過程：顧客價值分析——顧客價值創(chuàng)新——顧客價值傳遞進(jìn)行詳盡的分析。通過分析顧客價值對電子商務(wù)網(wǎng)站競爭優(yōu)勢的作用以及電子商務(wù)網(wǎng)站競爭優(yōu)勢對顧客價值的作用,探討顧客價值與電子商務(wù)網(wǎng)站競爭優(yōu)勢的互動關(guān)系。在前文分析的基礎(chǔ)上,構(gòu)建了基于顧客價值導(dǎo)向的電子商務(wù)網(wǎng)站動態(tài)競爭優(yōu)勢形成模型圖,用于解釋顧客價值形成電子商務(wù)網(wǎng)站動態(tài)競爭優(yōu)勢的內(nèi)在機(jī)理,該模型對本文起著承前啟后的重要作用。 第三部分：顧客價值對電子商務(wù)網(wǎng)站競爭優(yōu)勢的影響研究。此部分重點(diǎn)希望論證顧客價值對電子商務(wù)網(wǎng)站競爭優(yōu)勢具有重大且積極地影響。采用倒推法,先論證電子商務(wù)環(huán)境下顧客購買行為的心理感知所涉及的三個因素：顧客滿意、顧客信任與顧客忠誠對電子商務(wù)網(wǎng)站競爭優(yōu)勢具有重大且積極地影響(第一步),再論證顧客價值對顧客滿意、顧客信任與顧客忠誠具有重大且積極地影響(第二步),從而間接地論證顧客價值對電子商務(wù)網(wǎng)站競爭優(yōu)勢具有重大且積極地影響。重點(diǎn)在于第二步的論證：首先,對電子商務(wù)環(huán)境下顧客購買行為的心理感知所涉及的三個因素：顧客滿意、顧客信任與顧客忠誠相關(guān)理論進(jìn)行系統(tǒng)闡述與全面地梳理,并結(jié)合顧客價值理論,深入分析顧客價值與顧客滿意、顧客信任、顧客忠誠之間的關(guān)系以及顧客滿意、顧客信任、顧客忠誠之間的關(guān)系,并將消費(fèi)者個體特征這一背景變量引入,提出變量之間關(guān)系的相應(yīng)假設(shè),并建立研究模型。通過文獻(xiàn)研究開發(fā)了測量初始量表及調(diào)查問卷,并進(jìn)行預(yù)調(diào)研,形成正式問卷；通過網(wǎng)絡(luò)調(diào)查、電子郵件及街頭攔截共收集297份有效問卷,然后進(jìn)行詳盡的樣本資料分析、描述性統(tǒng)計分析和數(shù)據(jù)質(zhì)量的驗證性因子分析,最后建立結(jié)構(gòu)方程模型,對其進(jìn)行路徑分析,得出相關(guān)假設(shè)的驗證結(jié)果：在行為忠誠的影響因素中,顧客價值的影響最大,其次是顧客滿意、再次是態(tài)度忠誠。顧客滿意與態(tài)度忠誠在顧客價值與行為忠誠之間起中介作用；在顧客信任的影響因素中,顧客價值影響最大,既有直接影響也有間接影響；其次是顧客滿意。顧客滿意在顧客價值與顧客信任之間起中介作用；在態(tài)度忠誠的影響因素中,顧客價值的影響最大,其次是顧客信任,再次是顧客滿意。顧客信任在顧客滿意與態(tài)度忠誠、顧客價值與態(tài)度忠誠之間起中介作用；消費(fèi)者個體因素對顧客價值、顧客滿意、顧客信任以及行為忠誠均有部分影響。 第四部分：電子商務(wù)網(wǎng)站顧客價值驅(qū)動因素識別研究。此部分的目的是要使電子商務(wù)網(wǎng)站了解顧客在網(wǎng)絡(luò)消費(fèi)過程中到底關(guān)注哪些因素。首先對顧客價值驅(qū)動因素及網(wǎng)絡(luò)環(huán)境下顧客價值驅(qū)動因素研究進(jìn)行回顧梳理。結(jié)合已有的對顧客價值驅(qū)動因素的研究,從感知利得與感知利失出發(fā),力求全面地識別電子商務(wù)網(wǎng)站顧客價值驅(qū)動因素,提出一個廣泛意義上的電子商務(wù)網(wǎng)站顧客價值驅(qū)動因素的五個重要性維度：網(wǎng)站設(shè)計特性、網(wǎng)站服務(wù)特性、產(chǎn)品特性、交易成本(時間、精力成本)、感知風(fēng)險。通過小范圍訪談對所有采集的因素進(jìn)行相似性與可行性分析,得到電子商務(wù)網(wǎng)站顧客價值驅(qū)動因素的初始列表。通過大樣本調(diào)查,對最初的因素集進(jìn)行重要性分析,篩選消費(fèi)者認(rèn)為不重要的因素。最后,以T、J、Z、D四家電子商務(wù)網(wǎng)站的消費(fèi)者作為調(diào)查對象,經(jīng)過驗證性因子分析,證實將電子商務(wù)網(wǎng)站顧客價值驅(qū)動因素劃分為網(wǎng)站設(shè)計特性、產(chǎn)品特性和網(wǎng)站服務(wù)特性三個維度以及各維度下的具體指標(biāo)劃分是合理的,基于此,建立基于顧客價值的電子商務(wù)網(wǎng)站競爭優(yōu)勢測評指標(biāo)體系。 第五部分：基于顧客價值的電子商務(wù)網(wǎng)站競爭優(yōu)勢構(gòu)建研究。此部分的目的在于充分了解已識別出的電子商務(wù)網(wǎng)站顧客價值驅(qū)動因素對電子商務(wù)企業(yè)競爭優(yōu)勢培育的戰(zhàn)略意義,為電子商務(wù)網(wǎng)站提高應(yīng)對能力和制定競爭戰(zhàn)略提供參考。在對已有的基于顧客價值構(gòu)建競爭優(yōu)勢的方法進(jìn)行介紹并評價的基礎(chǔ)上,提出了顧客價值構(gòu)建電子商務(wù)網(wǎng)站競爭優(yōu)勢的流程,并對該流程進(jìn)行實證推演：首先對T、J、Z、D四家電子商務(wù)網(wǎng)站的顧客感知與顧客期望價值進(jìn)行問卷調(diào)查,利用層次分析法計算顧客感知價值要素的權(quán)重,并以取平均值法將顧客價值要素分為重要性高、重要性低兩組；通過方差分析,計算顧客價值要素的競爭差異數(shù)據(jù),并根據(jù)顯著性水平將其分為差異性高、差異性低兩組；計算消費(fèi)者對各顧客感知要素上的期望價值,并以取平均值法將顧客價值要素分為顧客期望高、顧客期望低兩組；根據(jù)重要性、競爭差異及顧客期望數(shù)據(jù),建立重要性/競爭差異/顧客期望三維模型,對潛在要素進(jìn)行分析,并針對四家電子商務(wù)網(wǎng)站對余下的四個象限的要素進(jìn)行了具體分析及解讀,對四家電子商務(wù)網(wǎng)站的競爭優(yōu)、劣勢分析,并提出各電子商務(wù)網(wǎng)站競爭戰(zhàn)略備選方案。 第六部分：結(jié)論與展望。對全文進(jìn)行梳理,提煉觀點(diǎn),指出不足之處,并對該課題的研究前景進(jìn)行展望。
[Abstract]:With the popularity of the Internet and the advent of the information age, e-commerce, as a brand new commodity trading model, has entered a large-scale development and application stage in China, and has shown a trend of gradually replacing traditional shopping and becoming the mainstream mode of commodity trading, and with the domestic network. The shopping environment is becoming more and more mature, the B2C market has more advantages than the C2C market because of its quality of goods, service guarantee, security and so on. B2C e-commerce website has gradually become the first choice for Internet shopping. The concept of consumer online shopping is gradually increasing from heavy price shopping to heavy service quality shopping, and B2C instead of C2C becomes the mainstream of online shopping. There is an inevitable trend in the development of e-commerce industry. At present, although the website of B2C e-commerce is increasing gradually in China, there has not been a website with absolute competitive advantage in the B2C market, and the competition between B2C e-commerce websites is very fierce. Therefore, how to make profits as soon as possible and gain sustained competitive advantage has become an important practical problem for e-commerce enterprises.
The essence of strategy is competition, and the competitive advantage is in the final analysis of the value that the enterprise can create for the customer. As the buyer occupies the dominant position in the online shopping market, the customer resources become the intangible assets competing for the e-commerce website. Therefore, how to meet the customer's individualized demand, improve the user experience degree, and how to improve the customer's repeated purchase Rate and customer loyalty, to maximize customer value, become the focus of all e-commerce websites, and the most effective way for B2C e-commerce website to make profit as soon as possible, to gain continuous competitive advantage and to solve many problems in the process of B2C development. For e-business enterprises, it is only able to create superior customer value. In order to achieve customer satisfaction, customer trust and customer loyalty, the competitive advantage of the electronic commerce website is imperative. Therefore, it is imperative to build the competitive advantage of the e-commerce website. It is the prerequisite to provide the superior customer value for the e-commerce website to gain the sustainable competitive advantage.
Scholars at home and abroad have made a lot of research achievements on the theory of customer value and competitive advantage theory, and have made some achievements on the relationship between customer value and competitive advantage of enterprises. However, there are few studies on the relationship between them in the field of e-commerce. This article is under this background and is viewed from the consumer. In order to study the competitive advantage of e-commerce websites and explore the relationship between customer value and the competitive advantage of e-commerce websites, we try to find out the important factors that affect the competitive advantage of e-commerce websites by the empirical investigation of online shopping users, and discuss the competitive advantage of customer value to e-commerce websites. It has a great and positive influence; explores the driving factors of the customer value of e-commerce website, and evaluates these factors to the operational level, thus directing the construction and evaluation of e-commerce websites, and providing new ideas and references for the management of e-commerce websites to formulate the strategy of enterprise competition.
The full text is composed of six parts, the introduction and the main body.
The introduction part: points out the background and significance of the topic, analyzes the status of the research at home and abroad, puts forward the purpose of the research, introduces the object and content of the research, combs the thinking of the research, chooses the method of research, and thinks about the characteristics of the research. This is the reason for the topic and the starting point of this paper.
The first part: Research on the related theory. First, it studies the theory of network consumer behavior, defines the connotation of consumer behavior and network consumer behavior, sums up consumer behavior patterns, analyzes consumer behavior and psychological characteristics under the network environment, combs the main factors affecting consumer online shopping, and the network consumers. The purchase process is analyzed. On this basis, the main representative theories of consumer behavior research under E-business Environment: technology acceptance model, transaction cost theory and quality value - satisfaction model are summarized and evaluated. This paper points out that this paper will integrate the three sides theory to reveal the competitive advantage of e-commerce websites Secondly, the theory of competitive advantage is studied, the source of competitive advantage is discussed, the customer value is the new source of competitive advantage and the significance of customer value is analyzed. On this basis, the connotation of enterprise competitive advantage is put forward, and the characteristics of enterprise competitive advantage are analyzed. Finally, the customer price is given. The value theory is studied and a more perfect definition of customer value is put forward, and its connotation is explained, and the five characteristics of customer value are summed up. By reviewing the customer value and the dimension of the customer value under the network environment, the customer value under the network environment is divided into utility value and emotional experience. The value of customer value in the network environment is explained with two aspects. This part lays a solid foundation for the theoretical analysis and Empirical Study of the following chapters.
The second part: the dynamic competitive advantage formation model of e-commerce website based on customer innovation. By comparing the traditional competitive oriented strategic logic with the strategic logic based on customer value innovation, this paper analyzes the important guiding role of customer value to the enterprise innovation ability. The customer value innovation, customer value transmission is analyzed in detail. By analyzing the effect of customer value on the competitive advantage of e-commerce website and the effect of competitive advantage of e-commerce website on customer value, the interaction relationship between customer value and the competitive advantage of e-commerce website is discussed. On the basis of the analysis of the previous article, the relationship between customer value and the competitive advantage of e-commerce website is discussed. The model map of dynamic competitive advantage based on customer value oriented e-commerce website is formed to explain the inherent mechanism of customer value to form the dynamic competitive advantage of e-commerce website. This model plays an important role in this article.
The third part: the study of the influence of customer value on the competitive advantage of e-commerce website. This part is to demonstrate that the customer value has a significant and positive impact on the competitive advantage of e-commerce website. By using the backward push method, we first demonstrate the three factors involved in the psychological perception of customer purchase behavior in e-commerce environment: customer satisfaction, Customer trust and customer loyalty have a great and positive impact on the competitive advantage of e-business websites (the first step), and then demonstrate that customer value is satisfied with customers, customer trust and customer loyalty have great and positive influence (second steps). Thus, it is important and positive to demonstrate the customer value indirectly to the competitive advantage of e-commerce website. The emphasis is on the second steps: first, the three factors involved in the psychological perception of customer purchase behavior in the e-business environment: customer satisfaction, customer trust and customer loyalty related theory systematically and comprehensively, and in combination with customer value theory, in-depth analysis of customer value and customer satisfaction, customer belief The relationship between customer loyalty and customer satisfaction, customer satisfaction, customer loyalty and customer loyalty, and introducing the background variable of individual characteristics of consumers, put forward the corresponding hypothesis of the relationship between variables, and set up a research model. A total of 297 valid questionnaires were collected through network survey, e-mail and street intercepting, then detailed analysis of sample data, descriptive statistical analysis and confirmatory factor analysis of data quality were analyzed. Finally, a structural equation model was established, and a path analysis was carried out to obtain the validation results of relevant assumptions: in the shadow of behavior loyalty Among the factors, customer value has the greatest impact, followed by customer satisfaction and attitude loyalty. Customer satisfaction and attitude loyalty play an intermediary role between customer value and behavioral loyalty; in the influence factors of customer trust, customer value has the greatest impact, both direct and indirect influence; secondly, customer satisfaction and customer satisfaction. The relationship between customer value and customer trust plays an intermediary role; among the influencing factors of attitude loyalty, customer value has the greatest impact, second is customer trust and customer satisfaction. Customer trust is the intermediary between customer satisfaction and attitude loyalty, customer value and attitude loyalty; consumer individual factors are value to customers and customers. Satisfaction is partly influenced by customer trust and behavioral loyalty.
The fourth part: the research on customer value driving factor identification of e-commerce website. The purpose of this part is to make e-business websites understand the factors that customers pay attention to in the process of network consumption. First, we review the research on customer value driving factors and customer value driving factors under the network environment. The study of customer value driving factors, starting from perceived gain and perceived loss, strives to fully identify the customer value driving factors of e-commerce websites, and puts forward five important dimensions of customer value driving factors in e-commerce websites in a broad sense: website design characteristics, web service characteristics, product characteristics, transaction costs (time of time) The initial list of the customer value driving factors of the e-commerce website. Through large sample survey, the importance of the initial factor set is analyzed, and the factors that consumers think are not important. Finally, T, J, Z, D four The consumer of the home e-commerce website is the object of investigation. Through the confirmatory factor analysis, it is confirmed that the customer value driving factors of the e-commerce website are divided into web design characteristics, the three dimensions of product characteristics and web service characteristics and the specific index division under each dimension are rational. Based on this, the customer value based electronics is established. The evaluation index system of competitive advantage of business website.
The fifth part: the research on the competitive advantage of e-commerce website based on customer value. The purpose of this part is to fully understand the strategic significance of the customer value driving factors of the identified e-commerce website to the competitive advantage cultivation of e-commerce enterprises, and provide reference for the e-commerce website to raise the coping ability and make the competitive strategy. On the basis of introducing and evaluating the existing methods of building competitive advantage based on customer value, this paper puts forward the process of constructing the competitive advantage of e-commerce website by customer value, and carries out an empirical analysis of the process. First, a questionnaire survey on customer perception and customer expectation value of the four e-commerce websites of T, J, Z and D is carried out. The analytic hierarchy process (AHP) is used to calculate the weight of customer perceived value elements and to divide the customer value elements into two groups, which are of high importance and low importance by means of the average value method. Through the analysis of variance, the competitive difference data of customer value elements are calculated and divided into two groups with high difference and low difference according to the significant level. The expected value of the factor is perceived by the average value method, and the customer value elements are divided into two groups, the customer expectations are high and the customer is expected to be low. According to the importance, the competition difference and the customer expectation data, the importance / competition difference / customer expectation 3D model is set up, the potential factors are analyzed, and the remaining four of the four e-commerce websites are to the remaining four. The elements of the quadrant are analyzed and interpreted in detail, and the competitive advantages and disadvantages of the four e-commerce websites are analyzed, and the competitive strategies for each e-commerce website are proposed.
The sixth part: conclusion and prospect. Comb out the whole text, refine the viewpoint, point out the inadequacies, and look forward to the research prospect of the subject.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F274;F724.6

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