【摘要】：隨著競爭的發(fā)展，電腦城作為傳統的IT賣場，經歷了2000年至2009年期間的繁榮，一線城市的發(fā)展受阻，二三線城市的發(fā)展也出現了利潤下滑、出租率下降等問題。電商企業(yè)、3C家電賣場、專業(yè)IT連鎖賣場、以及品牌專賣店的快速擴張，對傳統的電腦城造成了直接的沖擊。KM電腦城成立于1992年我國電腦城的孕育階段，是西北最早建立的IT賣場，但隨著周邊其他電腦城的發(fā)展，圈內競爭加劇，加之其他業(yè)態(tài)對IT市場的瓜分，KM電腦城以往的壟斷地位和昔日的光環(huán)退去，如何提高客戶滿意度，提高賣場的地位則成為研究的關鍵。 本文在了解商業(yè)模式、客戶滿意度相關理論綜述的基礎上，首先對我國電腦城整體現狀和KM電腦城經營現狀進行了解，通過問卷對KM電腦城的客戶滿意度進行分析，，KM電腦城的購物環(huán)境和品牌影響力的客戶滿意度最低，成為本文要解決的首要問題。其次對KM電腦城所處的環(huán)境進行分析，包括所處商圈競爭情況，3C賣場、IT連鎖、電子商務等其他業(yè)態(tài)的發(fā)展態(tài)勢，IT產品的政治、經濟、社會和技術環(huán)境的發(fā)展趨勢，了解KM電腦城目前的優(yōu)勢劣勢，存在的機遇與挑戰(zhàn)。再次，對KM電腦城的客戶進行分析描述，提出基于客戶滿意度的商業(yè)模式，KM電腦城應由傳統“物業(yè)+收租”商業(yè)模式轉變?yōu)橘Y源整合的服務供應商，該模式的特點主要體現在：注重品牌組合與引進、休閑娛樂為IT消費增值、專業(yè)化的增值服務、體驗式消費、統一收銀和促銷、線上線下服務結合六個方面，通過這些方式不斷提升KM電腦城的客戶滿意度，提高賣場的競爭力。
[Abstract]:With the development of competition, computer City, as a traditional IT market, experienced the prosperity from 2000 to 2009, the development of first-tier cities was blocked, the development of second and third-tier cities also appeared the decline of profits, the decline of rental rate and so on. E-commerce enterprises, 3C home appliance stores, professional IT chain stores, and the rapid expansion of brand stores have caused a direct impact on the traditional computer city. KM computer City was established in 1992 in the gestation stage of the computer City of our country. It is the earliest IT store established in northwest China, but with the development of other computer cities around the world, intensified competition in the circle, together with the division of other forms of business to the IT market, KM computer City's past monopoly position and former aura receded, how to improve customer satisfaction, Improving the position of the market is the key to the research. On the basis of understanding the business model and the related theories of customer satisfaction, this paper firstly makes an understanding of the whole situation of China's computer city and the current situation of the operation of KM computer city, and analyzes the customer satisfaction of KM computer city through a questionnaire. KM computer City shopping environment and brand impact of the lowest customer satisfaction, become the first problem to be solved in this paper. Secondly, the environment of KM computer City is analyzed, including the competition situation in the business circle, 3C market, IT chain, e-commerce and other forms of development, and the development trend of the political, economic, social and technological environment of IT products. Understand the current strengths, weaknesses, opportunities and challenges of KM computer City. Thirdly, this paper analyzes and describes the customers of KM computer City, and puts forward a business model based on customer satisfaction. KM computer City should change from a traditional business model of "property rent collection" to a service provider of resource integration. The characteristics of this model are: pay attention to brand combination and introduction, leisure and entertainment for IT consumption value-added, professional value-added services, experience consumption, unified cashier and promotion, online and offline services combined with six aspects, Through these ways to improve the KM computer City's customer satisfaction, improve the competitiveness of the stores.
【學位授予單位】：西安科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F727

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