A網(wǎng)店電子商務(wù)平臺(tái)選擇研究
發(fā)布時(shí)間：2019-05-14 04:09
【摘要】：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展和經(jīng)濟(jì)全球化速度的加快,電子商務(wù)取得了蓬勃的發(fā)展,網(wǎng)站的數(shù)目不斷增多,網(wǎng)站的類型也不斷增加。電子商務(wù)的巨大商機(jī)和自身的獨(dú)特優(yōu)勢，吸引了越來越多的網(wǎng)民開店，與此對(duì)應(yīng)的是電子商務(wù)平臺(tái)的日益增長，網(wǎng)民可以選擇的電子商務(wù)平臺(tái)類型和范圍也越來越多。這樣，如何選擇平臺(tái)開店將是一個(gè)重要課題。本文選取了A網(wǎng)店為研究對(duì)象進(jìn)行電子商務(wù)平臺(tái)選擇的研究。希望能夠通過對(duì)A網(wǎng)店電子商務(wù)平臺(tái)選擇研究，對(duì)網(wǎng)絡(luò)創(chuàng)業(yè)者進(jìn)行平臺(tái)選擇時(shí)能有所建議和幫助。 本文力求從系統(tǒng)性與全局性的角度出發(fā)，采用理論與實(shí)證研究相結(jié)合的方法，對(duì)電子商務(wù)平臺(tái)選擇進(jìn)行研究。首先，介紹了研究背景、研究意義，提出研究方法與內(nèi)容；然后，，通過對(duì)A網(wǎng)店創(chuàng)業(yè)現(xiàn)狀及問題的分析，創(chuàng)建了A網(wǎng)店電子商務(wù)平臺(tái)選擇模型；最后運(yùn)用綜合評(píng)價(jià)的研究方法，構(gòu)建評(píng)價(jià)指標(biāo)體系，建立起電子商務(wù)平臺(tái)選擇的模型。首先A網(wǎng)店根據(jù)平臺(tái)商品的屬性和自己的實(shí)際需求對(duì)平臺(tái)進(jìn)行初選,剔除不滿足條件的平臺(tái),采用SWOT分析法得出結(jié)論;然后根據(jù)分析影響電子商務(wù)平臺(tái)選擇的原則、影響因素及調(diào)查結(jié)果，得出的十個(gè)重要評(píng)價(jià)指標(biāo)進(jìn)一步選擇,再次剔除不滿足條件的平臺(tái),最后A網(wǎng)店選取了兩家O2O模式電子商務(wù)平臺(tái)——“惠眾生”和“同城購”作為備選的電子商務(wù)平臺(tái)。本文的網(wǎng)站評(píng)價(jià)指標(biāo)體系可分為三個(gè)層次，第一層次是電子商務(wù)網(wǎng)站的總水平，它是通過網(wǎng)站建設(shè)、網(wǎng)站應(yīng)用兩個(gè)方面，加權(quán)后給出電子商務(wù)網(wǎng)站總的評(píng)價(jià)。第二層次是根據(jù)電子商務(wù)網(wǎng)站建設(shè)、應(yīng)用所涉及的核心因素，把兩個(gè)一級(jí)指標(biāo)分為四個(gè)核心因素子系統(tǒng)，包括網(wǎng)站的功能評(píng)價(jià)指標(biāo)、內(nèi)容評(píng)價(jià)指標(biāo)、運(yùn)行狀況評(píng)價(jià)和網(wǎng)站的評(píng)價(jià)質(zhì)量。第三層次是在四個(gè)二級(jí)指標(biāo)基礎(chǔ)上進(jìn)一步分解，組成十個(gè)三級(jí)指標(biāo)，分別是平臺(tái)特征、功能數(shù)量、安全技術(shù)、可操作性、訪問率、信息更新率、電子商務(wù)交易率、信用評(píng)價(jià)、對(duì)客戶滿意度提升作用和對(duì)企業(yè)滿意度提升作用。運(yùn)用以上指標(biāo)建立評(píng)估模型最終為選出“惠眾生”為A網(wǎng)店最為合適的電子商務(wù)平臺(tái)。通過這套評(píng)價(jià)指標(biāo)體系建立起來的第三方電子商務(wù)平臺(tái)選擇模型，第三方電子商務(wù)平臺(tái)服務(wù)提供商可以充分認(rèn)識(shí)自身平臺(tái)的優(yōu)缺點(diǎn)所在，為提升平臺(tái)綜合競爭力制定正確的方案；廣大中小企業(yè)用戶則可以運(yùn)用選擇模型對(duì)電子商務(wù)平臺(tái)整體實(shí)力進(jìn)行測評(píng)，選擇適合自身發(fā)展需要的平臺(tái)。本文嘗試著做的一些指標(biāo)體系和選擇模型方面的研究，意在建立一套科學(xué)的、較為有效的適合第三方電子商務(wù)平臺(tái)選擇的模型，以期對(duì)平臺(tái)經(jīng)營者提升競爭力和中小企業(yè)用戶進(jìn)行平臺(tái)選擇能有所幫助。
[Abstract]:With the development of network technology and the acceleration of economic globalization, electronic commerce has made vigorous development, the number of websites is increasing, and the types of websites are also increasing. The huge business opportunities and their own unique advantages of electronic commerce have attracted more and more netizens to open stores, corresponding to the increasing number of e-commerce platforms, and the types and scope of e-commerce platforms that netizens can choose from. In this way, how to choose the platform to open a store will be an important topic. In this paper, A online store is selected as the research object to select e-commerce platform. Hope to be able to A online store e-commerce platform selection research, network entrepreneurs to choose the platform can have some suggestions and help. From the point of view of systematicness and comprehensiveness, this paper tries to study the choice of e-commerce platform by combining theoretical and empirical research. First of all, this paper introduces the research background, research significance, and puts forward the research methods and contents. Then, through the analysis of the current situation and problems of A online store entrepreneurship, the selection model of A online store e-commerce platform is established. Finally, using the research method of comprehensive evaluation, the evaluation index system is constructed, and the model of e-commerce platform selection is established. First of all, according to the attributes of the platform goods and their own actual needs, the A online store makes the primary selection of the platform, eliminates the platform that does not meet the conditions, and draws a conclusion by using SWOT analysis method. Then, according to the analysis of the principles, influencing factors and survey results that affect the choice of e-commerce platform, the ten important evaluation indexes are further selected, and the platform that does not meet the conditions is eliminated again. Finally, two O2O e-commerce platforms, "Huizheng" and "same city purchase", are selected as alternative e-commerce platforms. The evaluation index system of this paper can be divided into three levels. The first level is the total level of e-commerce website. It is through the construction of the website and the application of the website. After weighting, the overall evaluation of the e-commerce website is given. The second level is that according to the core factors involved in the construction of e-commerce website and the application of the core factors, the two first-level indicators are divided into four core factor subsystems, including the functional evaluation index and content evaluation index of the website. Performance evaluation and website evaluation quality. The third level is further decomposed on the basis of four secondary indicators to form ten third-level indicators, namely, platform characteristics, functional quantity, security technology, maneuverability, access rate, information update rate, e-commerce transaction rate, credit evaluation. Improve customer satisfaction and enterprise satisfaction. The evaluation model is established by using the above indexes to select "Huizheng" as the most suitable e-commerce platform for A online store. Through the third-party e-commerce platform selection model established by this evaluation index system, the third-party e-commerce platform service provider can fully understand the advantages and disadvantages of their own platform. To formulate the correct plan to enhance the comprehensive competitiveness of the platform; The majority of small and medium-sized enterprise users can use the selection model to evaluate the overall strength of e-commerce platform and choose the platform suitable for their own development needs. This paper attempts to do some research on index system and selection model, in order to establish a set of scientific and more effective models suitable for the choice of third-party e-commerce platform. In order to enhance the competitiveness of platform operators and small and medium-sized enterprise users to choose the platform can be helpful.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6
本文編號(hào)：2476425
[Abstract]:With the development of network technology and the acceleration of economic globalization, electronic commerce has made vigorous development, the number of websites is increasing, and the types of websites are also increasing. The huge business opportunities and their own unique advantages of electronic commerce have attracted more and more netizens to open stores, corresponding to the increasing number of e-commerce platforms, and the types and scope of e-commerce platforms that netizens can choose from. In this way, how to choose the platform to open a store will be an important topic. In this paper, A online store is selected as the research object to select e-commerce platform. Hope to be able to A online store e-commerce platform selection research, network entrepreneurs to choose the platform can have some suggestions and help. From the point of view of systematicness and comprehensiveness, this paper tries to study the choice of e-commerce platform by combining theoretical and empirical research. First of all, this paper introduces the research background, research significance, and puts forward the research methods and contents. Then, through the analysis of the current situation and problems of A online store entrepreneurship, the selection model of A online store e-commerce platform is established. Finally, using the research method of comprehensive evaluation, the evaluation index system is constructed, and the model of e-commerce platform selection is established. First of all, according to the attributes of the platform goods and their own actual needs, the A online store makes the primary selection of the platform, eliminates the platform that does not meet the conditions, and draws a conclusion by using SWOT analysis method. Then, according to the analysis of the principles, influencing factors and survey results that affect the choice of e-commerce platform, the ten important evaluation indexes are further selected, and the platform that does not meet the conditions is eliminated again. Finally, two O2O e-commerce platforms, "Huizheng" and "same city purchase", are selected as alternative e-commerce platforms. The evaluation index system of this paper can be divided into three levels. The first level is the total level of e-commerce website. It is through the construction of the website and the application of the website. After weighting, the overall evaluation of the e-commerce website is given. The second level is that according to the core factors involved in the construction of e-commerce website and the application of the core factors, the two first-level indicators are divided into four core factor subsystems, including the functional evaluation index and content evaluation index of the website. Performance evaluation and website evaluation quality. The third level is further decomposed on the basis of four secondary indicators to form ten third-level indicators, namely, platform characteristics, functional quantity, security technology, maneuverability, access rate, information update rate, e-commerce transaction rate, credit evaluation. Improve customer satisfaction and enterprise satisfaction. The evaluation model is established by using the above indexes to select "Huizheng" as the most suitable e-commerce platform for A online store. Through the third-party e-commerce platform selection model established by this evaluation index system, the third-party e-commerce platform service provider can fully understand the advantages and disadvantages of their own platform. To formulate the correct plan to enhance the comprehensive competitiveness of the platform; The majority of small and medium-sized enterprise users can use the selection model to evaluate the overall strength of e-commerce platform and choose the platform suitable for their own development needs. This paper attempts to do some research on index system and selection model, in order to establish a set of scientific and more effective models suitable for the choice of third-party e-commerce platform. In order to enhance the competitiveness of platform operators and small and medium-sized enterprise users to choose the platform can be helpful.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6
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