摘要：随着科学信息技术的不断完善，电子商务在各个行业中脱颖而出。特别是选择网络消费成为消费群体的优先选择。然而，面对同样的消费群体，电子商务也不可避免的产生了激烈的竞争。如何提高顾客满意度便成为了商家提高经营业绩的关键。全文以研究电子商务环境下服务营销为出发点，主要以米虫小屋旗舰店为例，结合相关理论，提出产品、服务、价格与服务营销的关系假设。通过调查问卷分析，探讨电子商务环境下服务营销的影响因素以及培养对策。本文研究成果将有助于米虫小屋旗舰店卖家更好的了解服务对经营门店重要性的同时，还能了解如何提高服务质量，从而带动经营业绩，为网店发展奠定了良好的基础。71736

毕业论文关键词：电子商务,服务,便捷性,服务营销

Abstract: With the development of science information technology, e-commerce stands out in various industries. Especially the E-commerce has become the preferred choice of consumer groups. Facing the same consumer groups, however, e-commerce has also inevitable produce of the fierce competition. How to improve customer satisfaction has become the key to increasing running achievement for the sellers. According to the study for the e-commerce service marketing as the starting points, mainly to Michong Hut flagship store as an example, combining with the related theory, proposed the product, service, price the relationship hypotheses of the marketing service. Through questionnaire survey analysis, it explored the influence factors of marketing service in e-commerce environment and cultivation measures. This article research results will help Mi Chong Hut flagship store sellers know more about the operating store it the service. At the same time, it can also learn how to improve service quality, so as to drive the business performance, lay good foundation for online store development.

Keywords:electrical commerce, service, convenience, marketing service

目录

1引言 3

2米虫小屋旗舰店概述 3

3服务营销概述与服务营销的影响因素 3

3.1服务营销概述 3

3.2服务营销的影响因素 4

4问卷数据收集与数据分析 5

4.1产品质量分析 6

4.2渠道分析 7

4.3产品定价分析 7

4.4促销分析 8

4.5服务质量分析 9

4.6购物便捷性分析 10

4.7人员服务分析 11

5米虫小屋旗舰店顾客满意度的改善对策 12

5.1提高产品质量 12

5.2减少中间环节，缩短成本 12

5.3提升产品性价比，合理定价 12

5.4丰富宣传形式，增加宣传频率 13

5.5建立完善的服务体系 13

5.6提高购物的便捷性 14

5.7针对性的员工培训 14

总结 16

参考文献 17

致谢 18

附件： 19

1引言