【作者】 刘妍；

【导师】 何军；

【作者基本信息】 南京农业大学 ， 工商管理， 2014， 硕士

【摘要】 20世纪末,在全球化、信息化的推动下,最有魅力的口号就是“电子商务”。电子商务能用最短的时间统一人们的思想和行动,是全球经济领域的一场革命。电子商务意味着经济活动的主体将不再局限于发达国家,而是世界各地的人们。电子商务是全球化、信息化的体现和整合,是全球化、信息化发展的必然结果,它正在改变社会的经济生活,进而改变整个世界。随着信息技术、网络通讯技术的迅速发展和服务经济形态的全球扩张,电子商务逐渐向电子商务服务业发展,并表现出泛在性、虚拟性、个性化等新兴特征。服务经济的抢进增长势必对社会的生产方式、消费防止和交易方式带来深刻变革,电子商务正影响着世界的每一个角落,它变革了现行的商业体系,也深深地改变了人们贸易和消费的方式。艾瑞咨询数据显示,国内电子商务正以每年100%的速度增长。B2C电子商务模式,作为商务模式的主流趋势,虽然已显示出了巨大的潜力,一些亟待解决的问题正严重阻碍它的健康发展。这些问题集中表现为顾客的满意度较低,其深层次的原因是信息不对称和买卖双方满意的标准存在差距。因此,.本研究以海尔家电为代表,通过对海尔集团B2C电商平台售后服务的介绍及评价,探讨B2C电商售后服务现状以及售后服务模式创新等问题,具有重要的理论和现实意义。本文对B2C电商平台售后服务的国内外研究现状进行综合分析总结之后,确定本文的写作思路。首先,从电子商务模式价值分析出发,结合顾客满意研究现状,对国内外B2C电商平台售后服务的发展水平和现状进行了详细的阐述。其次,本文对海尔集团B2C平台售后服务体系进行较为系统的介绍和评价,综合性的介绍海尔集团B2C电商平台售后服务管理体系,针对海尔集团的内外部环境进行具体评价,找出其创新点所在,对创新点进行分析和评价。然后根据B2C平台售后服务的特点以及售后服务的价值理论和评价理论,构建海尔集团售后服务质量评价体系,通过B2C售后服务的按约送达,妥投率等指标,结合海尔集团售后服务的具体数据和案例,反映其售后服务的质量标准。最后,基于海尔B2C电商平台售后服务的具体实际情况和我国家电行业的总体情况,得出了家电行业B2C售后服务结论并对家电行业的前景提出相应的建议,提升家电行业B2C售后服务的质量,给家电行业在电子商务模式下发展提供一些借鉴,提升品牌口碑,实现企业价值。更多还原

【Abstract】 At the end of twentieth Century, in the promotion of globalization and informatization,the most attractive slogan is "electronic commerce". Electronic commerce can use the shortest time to unify people’s thoughts and actions, is a revolution in the global economy. E-commerce means the main body of economy will no longer confined to developed countries, but people all over the world. Electronic commerce is reflected and the integration of informatization and globalization, is the inevitable result of globalization and informatization, it is changing the economic life of the community, and then change the world. With the rapid development of information technology, network communication technology and the global expansion of service economy, E-business gradually develop to e-commerce services, and exhibit new features like ubiquitous, virtual, personalized. Get into the growth of Service Economy must bring profound changes of mode of production, consumption patterns and transactions electronic commerce is affecting every corner of the world, it changes the current business system, but also deeply changed people trade and consumption mode. IResearch data show, the domestic e-commerce is growing at 100% a year. B2C e-commerce mode, as a mainstream business model, has shown great potential, but some problems to be solved is seriously hampering its development. These questions focused on lower performance for customer satisfaction, and its deep-seated reason is that there is a gap between the information asymmetry and the seller and the buyer satisfaction. Therefore, this study represented Haier appliances, through the introduction and evaluation of Haier Group B2C electronic business platform service, and to explore the status quo B2C electronic service providers and service model innovation,has important theoretical and practical significance.After comprehensive analysis and summary of current research service for B2C electronic business platform, the idea of writing this article is determined.First, from the analysis of the value of e-commerce model,combined with customer satisfaction study the paper carried out the level of development and present situation of B2C electronic business platform service in detail.Secondly, this paper comprehensively introduced Haier group B2C business,platform after sale service management system, the specific evaluation of the Haier group’s internal and external environment, find out the innovation point, to analyze and evaluate the innovation point. And then according to the characteristics of B2C platform after sale service and value and evaluation theory of after sale service, build Haier group after sale service quality evaluation system, through the indicators such as on time service,delivery rat,combined with Haier group after sale service specific data and cases, reflecting the quality standards of the after sale service.Finally, based on the overall situation of the Haier service B2C electronic business platform specific situation and China’s home appliance industry, come to the conclusion of appliance industry B2C service and make recommendations to the appliance industry outlook. Improve the quality of service of the appliance industry B2C, provide some reference in the e-commerce model, enhance brand reputation, and then realize enterprise value.更多还原