【摘要】：隨著競(jìng)爭(zhēng)的不斷升級(jí)，企業(yè)與企業(yè)之間的競(jìng)爭(zhēng)日益演變?yōu)閰^(qū)域和區(qū)域、國(guó)家和國(guó)家之間的競(jìng)爭(zhēng)。往往一個(gè)區(qū)域內(nèi)由于總體技術(shù)水準(zhǔn)、市場(chǎng)競(jìng)爭(zhēng)激烈程度、文化習(xí)慣、質(zhì)量意識(shí)、市場(chǎng)監(jiān)管等原因而出現(xiàn)的質(zhì)量問(wèn)題，既對(duì)人民的生命健康造成威脅，引起國(guó)內(nèi)消費(fèi)者的不滿(mǎn)，也使該區(qū)域的聲譽(yù)受損、產(chǎn)品在國(guó)內(nèi)國(guó)際市場(chǎng)上缺乏競(jìng)爭(zhēng)力。因此，對(duì)宏觀質(zhì)量影響因素進(jìn)行分析、探究宏觀質(zhì)量形成機(jī)理、完善宏觀質(zhì)量管理具有積極的現(xiàn)實(shí)意義。 隨著Internet等高科技通信設(shè)備飛速的發(fā)展，以及人們對(duì)高生活節(jié)奏的需求越來(lái)越迫切，更多的消費(fèi)者選擇簡(jiǎn)單方便的以電子商務(wù)為代表的網(wǎng)絡(luò)經(jīng)濟(jì)的新模式。本文從消費(fèi)者購(gòu)買(mǎi)的角度出發(fā)，以顧客滿(mǎn)意度作為理論框架，分析了影響電子商務(wù)顧客滿(mǎn)意度的因素，并構(gòu)建了電子商務(wù)顧客滿(mǎn)意度模型[1]，并在此基礎(chǔ)之上對(duì)電子商務(wù)顧客滿(mǎn)意度各影響因素進(jìn)行測(cè)評(píng)。 本文在查閱大量相關(guān)文獻(xiàn)的基礎(chǔ)上，選取電子商務(wù)質(zhì)量作為研究對(duì)象，采用實(shí)證研究方法，微觀方面以B2C電子商務(wù)環(huán)境下顧客滿(mǎn)意度為入手點(diǎn)，顧客滿(mǎn)意度是一種從消費(fèi)者角度客觀評(píng)價(jià)一個(gè)企業(yè)是否具有競(jìng)爭(zhēng)優(yōu)勢(shì)的度量方法，[2]從這個(gè)角度出發(fā)分析我國(guó)電子商務(wù)的競(jìng)爭(zhēng)態(tài)勢(shì)，研究如何提升顧客滿(mǎn)意度，擁有一批固定的忠誠(chéng)顧客，并提供有價(jià)值的發(fā)現(xiàn)和策略建議。宏觀方面，以電子商務(wù)產(chǎn)業(yè)質(zhì)量總體水平為入手點(diǎn)，宏觀質(zhì)量總體水平是企業(yè)、政府、消費(fèi)者、第三方機(jī)構(gòu)以及其它組織相互博弈的均衡結(jié)果。因此，從宏觀角度研究電子商務(wù)企業(yè)在質(zhì)量管理上的決策，最終促使企業(yè)不斷提高質(zhì)量管理水平，顯得可行而有必要，本文全面而仔細(xì)的闡述了有關(guān)顧客滿(mǎn)意、顧客滿(mǎn)意度的含義、特征以及其功能，分析了影響電子商務(wù)顧客滿(mǎn)意度的因素，并結(jié)合我國(guó)國(guó)情，構(gòu)建電子商務(wù)顧客滿(mǎn)意度模型，以電子商務(wù)企業(yè)作為切入點(diǎn)考察宏觀質(zhì)量，構(gòu)建我國(guó)宏觀質(zhì)量影響模型，創(chuàng)新性地提出SWOT-PEST模型分析方法，構(gòu)建電子商務(wù)產(chǎn)業(yè)質(zhì)量管理博弈模型，并對(duì)電子商務(wù)產(chǎn)業(yè)進(jìn)行均衡分析，提出了電子商務(wù)發(fā)展戰(zhàn)略建議。在識(shí)別建立上述質(zhì)量影響因素模型的基礎(chǔ)上，結(jié)合國(guó)內(nèi)外宏觀質(zhì)量管理機(jī)制的實(shí)踐經(jīng)驗(yàn)，識(shí)別參與市場(chǎng)博弈的決策主體，并構(gòu)建它們的效用函數(shù)，分析、設(shè)計(jì)能夠促使電子商務(wù)產(chǎn)業(yè)重視質(zhì)量、保障及改進(jìn)質(zhì)量（均衡中的企業(yè)策略）的宏觀管理機(jī)制。在電子商務(wù)產(chǎn)業(yè)質(zhì)量管理方面，，對(duì)企業(yè)外部環(huán)境因素進(jìn)行細(xì)致研究，深入的梳理分析各因素對(duì)電子商務(wù)產(chǎn)業(yè)發(fā)展的影響，提出宏觀質(zhì)量管理對(duì)策建議。最后，在結(jié)論中總結(jié)了本文的創(chuàng)新點(diǎn)和不足，期待對(duì)今后的研究成果能有所借鑒。
[Abstract]:With the continuous upgrading of competition, the competition between enterprises and enterprises is increasingly evolving into regional and regional, national and national competition. Often the quality problems that arise in a region due to the overall technical level, the intensity of market competition, cultural habits, quality awareness, market supervision and so on, not only pose a threat to the lives and health of the people, but also cause dissatisfaction among domestic consumers. It also tarnishes the region's reputation and lacks competitiveness in the domestic and international markets. Therefore, it is of positive practical significance to analyze the influencing factors of macro quality, to explore the formation mechanism of macro quality and to perfect macro quality management. With the rapid development of high-tech communication equipment such as Internet, and the increasing demand for high life rhythm, more and more consumers choose the simple and convenient new model of network economy represented by electronic commerce. From the point of view of consumer purchase, this paper analyzes the factors influencing the customer satisfaction of electronic commerce, and constructs a customer satisfaction model of electronic commerce [1], taking customer satisfaction as the theoretical framework. On the basis of this, the factors affecting customer satisfaction of e-commerce are evaluated. On the basis of consulting a large number of relevant literature, this paper selects the quality of e-commerce as the research object, adopts the empirical research method, and starts with customer satisfaction in the B2C e-commerce environment. Customer satisfaction is a measure to objectively evaluate whether an enterprise has a competitive advantage from the perspective of consumers. [2] from this point of view, we analyze the competitive situation of e-commerce in China, and study how to improve customer satisfaction. Have a regular group of loyal customers and provide valuable findings and strategic advice. Macroscopically, take the overall level of e-commerce industry quality as the starting point, the overall level of macro quality is the equilibrium result of the game among enterprises, governments, consumers, third party organizations and other organizations. Therefore, it is feasible and necessary to study the quality management decisions of e-commerce enterprises from a macro perspective, and ultimately to improve the quality management level. This paper comprehensively and carefully describes the customer satisfaction. The meaning, characteristics and functions of customer satisfaction, analyzes the factors influencing customer satisfaction of electronic commerce, and constructs a model of customer satisfaction of electronic commerce, taking e-commerce enterprises as the starting point to investigate the macro quality. This paper constructs the macro quality influence model of our country, puts forward the analysis method of SWOT-PEST model innovatively, constructs the game model of electronic commerce industry quality management, analyzes the balance of electronic commerce industry, and puts forward the suggestion of developing strategy of electronic commerce. On the basis of identifying and establishing the above quality influencing factors model and combining the practical experience of domestic and foreign macro quality management mechanism, the decision makers participating in the market game are identified, and their utility functions are constructed and analyzed. The design can urge the e-commerce industry to pay attention to the quality, guarantee and improve the quality (the enterprise strategy in the equilibrium) macro management mechanism. In the aspect of quality management of electronic commerce industry, this paper makes a detailed study on the external environmental factors of enterprises, analyzes the influence of various factors on the development of electronic commerce industry, and puts forward some countermeasures and suggestions for macro quality management. Finally, the paper summarizes the innovation and deficiency of this paper, and looks forward to the future research results.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F724.6;F224

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本文編號(hào)：2334737