摘要电子商务的快速发展使网络购物成为一种新潮流，市场的结构日新月异，让人猝不及防。在这个讲究时效的互联网时代，人人都享受着足不出户就能买到自己所需的一切物品的便利。网上购物正在不断的被大众所依赖和认可，快递服务作为网购环节中关键的一环，随着网购的不断发展，快递服务的需求也在不断地扩展。由于快递行业的入行门槛低，并且缺乏标准的行业制度，大大小小的快递企业数量众多。然而快递行业作为典型的服务型企业，在竞争如此激烈的大环境下，拼价格已经很难争取到这个市场的份额，因此如何通过对消费者的心理进行分析进而有针对性的抓住自己的有效客户，提高客户粘性才是重中之重。88828

国内外关于快递服务质量与消费者忠诚度关系的研究和快递服务价格对于消费者选择的影响方面阐述较多，从消费者心理来分析其对于快递服务选择的研究较少，基于此种情况，本文的理论方法基础是----深度访谈法和内容分析法，从而建立快递服务消费的评价心理模型，以制定出有针对性的营销策略和服务方式。 

Abstract：The rapid development of electronic commerce make the network shopping become a new trend, the market structure change of speed let people off guard, in this particular time of the Internet age, everyone is enjoying the never leave home can buy everything he needs。 Online shopping is increasingly rely on the general public and recognition, express service as a key link in the link of online shopping, with the continuous development of online shopping, the demand of express service is in constant expansion。 Due to express industry into the threshold low, express industry system, lack of standard industry express enterprises are numerous large and small。 It is reported, China's express delivery industry rapid development in recent years, with average annual growth of 40。4%, in 2015 the national express cumulative volume up to 20。67 billion, China has become the world's first online shopping and express powers。 Express industry as a typical service-oriented businesses, however, in such a competitive environment, spell price is hard to get the market share, therefore how to analyze the consumer's psychology and targeted seize their own effective customer, improve customer stickiness is the top priority。源Q于D优G尔X论V文Y网wwW.yOueRw.com 原文+QQ75201`8766

Domestic and foreign research on the relation between the express service quality and customer loyalty research and express service for consumers to choose in the price of this is more, from the consumer psychology to analyze its study is less, in choice of Courier service based on the situation, this article will analysis for the consumer, Courier service consumption evaluation psychology model is set up, in order to develop targeted marketing strategy and service。

毕业论文关键词：快递服务；服务质量；消费升级；心理模型；内容分析法；深入访谈法

Keyword: Courier service；The quality of service；Consumption upgrade；Mental models；Content analysis; In-depth interview method

目    录

1引言 6

1。1选题背景 6

1。1。1电子商务大环境下快递服务成为刚需 6

1。1。2 快递服务的现状 6

1。1。3 服务消费成为主流，消费升级 6

1。2 研究意义 7

1。3 研究的创新点 7

2 国内外研究现状 8

2。1 服务质量的概念