本文選題：B2C + 電子商務(wù)�。� 參考：《成都理工大學(xué)》2017年碩士論文

【摘要】：電子商務(wù)的發(fā)展過(guò)程中,企業(yè)若要在競(jìng)爭(zhēng)激烈的電商市場(chǎng)滿(mǎn)足顧客多元化的需求并長(zhǎng)期保持競(jìng)爭(zhēng)優(yōu)勢(shì),在激烈的網(wǎng)絡(luò)市場(chǎng)立于不敗之地,這就要求B2C電子商務(wù)企業(yè)從服務(wù)質(zhì)量關(guān)鍵點(diǎn)入手,不斷提升企業(yè)的服務(wù)質(zhì)量。本文集成粗糙集、Kano模型和質(zhì)量功能展開(kāi),構(gòu)建了B2C天貓店鋪服務(wù)質(zhì)量?jī)?yōu)化模型,并針對(duì)B2C店鋪提出服務(wù)質(zhì)量的改進(jìn)對(duì)策及措施。為B2C天貓店鋪功能質(zhì)量、系統(tǒng)質(zhì)量及服務(wù)質(zhì)量的提升提供了一套思路和方案。其成果如下:(1)在服務(wù)質(zhì)量?jī)?yōu)化理論的基礎(chǔ)的上,運(yùn)用相關(guān)調(diào)研方法結(jié)合服務(wù)質(zhì)量相關(guān)維度挖掘、提煉和整理消費(fèi)者需求,運(yùn)用QFD研究框架結(jié)合KJ圖、kano模型、粗糙集理論等相關(guān)工具方法,對(duì)現(xiàn)有的不確定性需求轉(zhuǎn)化為質(zhì)量屋模型,并做出了相關(guān)的改進(jìn)。其主要成果是運(yùn)用粗糙集理論處理消費(fèi)者需求的重要度,采用卡諾模型進(jìn)行顧客需求重要度調(diào)整,最終構(gòu)建天貓店鋪服務(wù)質(zhì)量屋,并對(duì)服務(wù)質(zhì)量進(jìn)行優(yōu)化。(2)對(duì)M企業(yè)服務(wù)質(zhì)量的實(shí)例分析,通過(guò)調(diào)研獲取顧客需求信息,運(yùn)用構(gòu)建的綜合模型對(duì)M企業(yè)服務(wù)質(zhì)量進(jìn)行優(yōu)化,驗(yàn)證了模型的有效性,并提出M企業(yè)服務(wù)質(zhì)量改進(jìn)的具體方案。(3)拓展了QFD理論和粗糙集、Kano模型相結(jié)合的運(yùn)用范圍,采用粗糙集避免需求分析過(guò)程中的主觀(guān)性弊端,通過(guò)運(yùn)用Kano模型對(duì)顧客需求進(jìn)行分類(lèi),避免顧客需求因素之間線(xiàn)性關(guān)系對(duì)結(jié)果的影響,得到較為科學(xué)的顧客需求信息為B2C電商企業(yè)優(yōu)化服務(wù)質(zhì)量,提供依據(jù)。本研究提出的服務(wù)質(zhì)量?jī)?yōu)化模型為B2C電子商務(wù)網(wǎng)店服務(wù)質(zhì)量的改進(jìn)提供了新的思路,也是對(duì)QFD和其他模型結(jié)合運(yùn)用的嘗試,這些成果可以為企業(yè)合理分配相關(guān)資源,提升服務(wù)質(zhì)量、提升整體轉(zhuǎn)化率和企業(yè)軟實(shí)力提供參考,具有一定的學(xué)術(shù)價(jià)值和較高的應(yīng)用價(jià)值。
[Abstract]:In the course of the development of electronic commerce, if the enterprise wants to satisfy the diversified demand of customers and maintain the competitive advantage for a long time in the highly competitive e-commerce market, it will be in an invincible position in the fierce network market. This requires B2C e-commerce enterprises to improve the service quality from the key point of service quality. This paper integrates rough set Kano model and quality function deployment, constructs B2C Tmall store service quality optimization model, and puts forward the improvement countermeasures and measures for B2C store service quality. For B2C Tmall store function quality, system quality and quality of service to provide a set of ideas and plans. The results are as follows: 1) on the basis of the theory of service quality optimization, using the relevant research method combined with the dimension of service quality correlation mining, refining and sorting consumer demand, using QFD research framework and KJ map / Kano model, Rough set theory and other relevant tools are used to transform the existing uncertain demand into a quality house model, and some related improvements are made. The main achievement is to use rough set theory to deal with the importance of consumer demand, adopt Carnot model to adjust the importance of customer demand, and finally construct Tmall store service quality house. And the service quality of M enterprise is analyzed by the example of the service quality optimization. The information of customer demand is obtained through investigation and research, and the service quality of M enterprise is optimized by using the comprehensive model, which verifies the validity of the model. The concrete scheme of improving the service quality of M enterprise is put forward. It expands the application range of QFD theory and rough set model, and adopts rough set to avoid the subjective disadvantage in the process of requirement analysis. By using Kano model to classify customer demand, to avoid the influence of linear relationship between customer demand factors on the result, the more scientific customer demand information can be obtained to optimize service quality and provide basis for B2C e-commerce enterprises. The service quality optimization model proposed in this study provides a new idea for the improvement of the service quality of B2C e-commerce online store, and it is also an attempt to combine QFD with other models. These results can reasonably allocate relevant resources for enterprises. It is of academic value and high application value to improve service quality, overall conversion rate and soft power of enterprises.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F724.6

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