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| 论文编号： | 7708 | |
| 作者编号： | 2220140521 | |
| 上传时间： | 2015/11/30 23:10:10 | |
| 中文题目： | 唯品会B2C用户体验研究 | |
| 英文题目： | A Study on User Experience of Vipshop | |
| 指导老师： | 林润辉 | |
| 中文关键字： | B2C;用户体验;唯品会 | |
| 英文关键字： | B to C; the user experience; vipshop | |
| 中文摘要： | 信息化的飞速发展使得电子商务获得了长足的发展，B2C网站以强劲的态势抢夺了原本属于传统行业的市场份额，国内外学者对电子商务背景下的B2C展开了诸多研究，关于用户体验的研究还是较少，为此，本文基于电子商务B2C为基础，以唯品会为案例，针对B2C购物网站用户体验进行了研究。首先，从理论层面分析了购物网站用户体验的要素，主要有服务、流程、物流、售后，就我国购物网站的发展而言，唯品会的发展轨迹已经验证了它取得的成绩，而在B2C深入发展的今天，维持现状并不能推动电商企业前进，于是用户体验成为购物平台提升自身品牌价值与满足顾客需求的研究重点，本文以问卷调查的方式分析了唯品会用户体验的方式，分析了影响购物的重要因素，包括网络平台使用频率、选择商品的关注点、典型用户的购物行为特点，以及唯品会用户体验的主要模式，而后分析了唯品会用户体验过程中存在的不足，并提出了唯品会用户体验优化策略：走“差异化”经营路线，走“价值化”品牌策略，走“信息化”引导方案。最后得出研究结论与展望。 | |
| 英文摘要： | The rapid development of information technology makes obtained a rapid development of e-commerce, B2C website with strong posture rob originally belongs to the market share of traditional industries, domestic and foreign scholars on the background of B2C e-commerce research, a lot of research on the user experience is less, for this reason, this article is based on the basis of the B2C e-commerce, with the examples of Vipshop for B2C shopping website user experience was studied. First of all, from the theoretical analysis of the elements of a shopping website user experience, mainly, logistics, after-sales service, process, in terms of the development of shopping websites in China, Vipshop trajectory has verified its achievements, and in the B2C development today, the status quo and do not push electric business enterprise to go forward, then the user experience shopping platform to raise their brand value and meet the research emphasis of customer demand, in the form of questionnaire survey, this paper analysed the Vipshop user experience, analyzes the important factors that affect shopping, including network platform use frequency, and the choice of goods concerns, shopping behavior characteristics of the typical user, as well as the main mode of Vipshop user experience, the purpose of fuzzy user's experience with the target user model, respectively. And then analyze the deficiencies exist in the process of Vipshop user experience, including homogeneity serious, value is lower than the price, ignore the three main reasons for the potential customers, and put forward the Vipshop user experience optimization strategy: "differentiation" business approach, "valued" brand strategy, "informatization" guide. The research finally gets conclusion and prospect. | |
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