本文選題：電子商務(wù) + 網(wǎng)絡(luò)營銷　； 參考：《陜西科技大學(xué)》2012年碩士論文

【摘要】：自二十世紀(jì)九十年代以來，互聯(lián)網(wǎng)的快速發(fā)展引發(fā)了世界性電子商務(wù)的迅猛發(fā)展。作為一種新型的交易方式，電子商務(wù)給社會帶來全新的變化，人們不再受限于時間和地理位置，能以簡捷的方式在任何時間任何地點完成復(fù)雜而繁瑣的交易活動。在此期間，國內(nèi)電子商務(wù)特別是國內(nèi)完全B2C企業(yè)（即國內(nèi)綜合型B2C企業(yè)和國內(nèi)垂直型B2C企業(yè)，本文中統(tǒng)稱為完全B2C企業(yè)）也得到了快速發(fā)展。但在發(fā)展的同時，完全B2C企業(yè)也面臨著諸多問題，最為突出的是企業(yè)進(jìn)行低價甚至虧本銷售，用此來爭奪顧客數(shù)量、網(wǎng)站流量和銷售業(yè)績，以此獲得風(fēng)險投資青睞或上市融資，而在如愿以償獲得風(fēng)險投資或上市之后卻發(fā)現(xiàn)行業(yè)內(nèi)已經(jīng)涌入了更多的強有力的競爭者，使得企業(yè)盈利的前景和機會依然渺茫，于是不得已又進(jìn)入了新一輪的低價競爭。在這一惡性循環(huán)下，如何另辟蹊徑繼續(xù)發(fā)展成為完全B2C企業(yè)考慮的核心問題。 本文從為顧客服務(wù)的理念出發(fā)，研究完全B2C企業(yè)的顧客服務(wù)模式，通過顧客服務(wù)模式的研究和改進(jìn)體現(xiàn)差異化，，進(jìn)而提升企業(yè)品牌形象，實現(xiàn)差異化競爭。在對當(dāng)前完全B2C企業(yè)顧客服務(wù)分析的基礎(chǔ)上，提出構(gòu)建新的顧客服務(wù)模式，將購買之前的顧客引入納入到整個服務(wù)體系中，從而把完全B2C企業(yè)的顧客服務(wù)模式劃分為購前服務(wù)、購中服務(wù)和售后服務(wù)三大類，每個大類又根據(jù)各自所包含的內(nèi)容進(jìn)行進(jìn)一步劃分，形成了以購前服務(wù)為基礎(chǔ)、購中服務(wù)為關(guān)鍵、售后服務(wù)為保障的完整顧客服務(wù)體系。其中，購前服務(wù)通過外部搜索引擎優(yōu)化、網(wǎng)絡(luò)廣告聯(lián)盟使用、新型網(wǎng)絡(luò)應(yīng)用等綜合方式達(dá)到企業(yè)顧客引入的目的；購中服務(wù)以增強顧客頁面體驗效果、優(yōu)化站內(nèi)簡單檢索和復(fù)雜檢索、完善各類服務(wù)平臺或服務(wù)方式等達(dá)到方便顧客購買的目的；售后服務(wù)是近幾年各個企業(yè)在企業(yè)管理中均比較重視的一個環(huán)節(jié)，主要從產(chǎn)品及配送服務(wù)、簡化流程、提高顧客溝通效率等方面進(jìn)行了闡述，同時也是為購前服務(wù)建立口碑效應(yīng)。三個大類之間承上啟下，相互關(guān)聯(lián)，形成了一個完整的服務(wù)流程體系。在前期分析和構(gòu)建的基礎(chǔ)上，本文選取了完全B2C企業(yè)“京東商城”作為顧客服務(wù)模式的案例進(jìn)行具體分析，按照購前服務(wù)、購中服務(wù)和售后服務(wù)三個流程體系對其進(jìn)行了具體的分析，并提出了一些改進(jìn)措施和建議，對于完全B2C企業(yè)的發(fā)展起到了一定的借鑒作用。
[Abstract]:Since the 1990's, the rapid development of the Internet has triggered the rapid development of electronic commerce worldwide.As a new way of transaction, electronic commerce brings new changes to the society. People are no longer limited by time and geographical location, and can complete complex and complicated transaction activities in any time, anywhere and in a simple way.During this period, domestic e-commerce, especially domestic complete B2C enterprises (i.e. domestic integrated B2C enterprises and domestic vertical B2C enterprises, referred to as complete B2C enterprises in this paper) has also been developed rapidly.But at the same time, complete B2C enterprises also face many problems, the most prominent is that enterprises sell at a low price or even at a loss, which is used to compete for the number of customers, website traffic and sales performance, in order to obtain venture capital favor or listed financing.However, after obtaining venture capital or listing, we find that more and more strong competitors have been coming into the industry, which makes the profit prospects and chances of enterprises still slim, so we have to enter a new round of low price competition.In this vicious circle, how to explore a new way to continue to develop into a complete B-C enterprises to consider the core issue.Based on the concept of customer service, this paper studies the customer service model of complete B2C enterprise. Through the research and improvement of customer service model, it reflects the differentiation, and then promotes the brand image of the enterprise and realizes the differentiated competition.Based on the analysis of customer service in current B2C enterprise, a new customer service model is proposed, and the customer before purchase is introduced into the whole service system, and the customer service model of complete B2C enterprise is divided into pre-purchase service.There are three categories of service and after-sales service, each of which is further divided according to the contents they contain, forming a complete customer service system based on pre-purchase service, key service and after-sales service.Among them, pre-purchase service can achieve the purpose of customer introduction through external search engine optimization, network advertising alliance use, new network application and so on.To optimize the simple and complex retrieval in the station, to perfect all kinds of service platforms or modes of service, and to make it convenient for customers to purchase. The after-sales service is a link that each enterprise pays more attention to in the enterprise management in recent years.Mainly from the product and the distribution service, simplifies the flow, improves the customer communication efficiency and so on aspects carries on the elaboration, also is establishes the word-of-mouth effect for the pre-purchase service.The three categories are connected with each other and form a complete service flow system.On the basis of earlier analysis and construction, this paper selects "JingDong Mall" as the case of customer service model, and analyzes the case of "JingDong Mall", according to the pre-purchase service.The three flow systems of service and after-sales service are analyzed, and some improvement measures and suggestions are put forward, which can be used for reference for the development of B2C enterprises.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274

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