摘要随着电子商务的发展，网络购物快速的进入人们的生活中,并不断改变着消费者的消费习惯和生活方式。电子商务的发展虽然不断规范与完善，但是还是存在问题，交易双方的诚信问题、所制定的规则中七天无理由退换货规则的存在的问题和适用过程中国存在的问题。同时随着行业竞争日益激烈，如何制定和实施行之有效的规则及平台的发展对于电子商务平台整体的生态长期发展至关重要。72132

   本文首先通过文献研究，介绍七天无理由规则的国内外的相关理论以及研究现状，进一步明确本文的研究方向；其次分析电子商务平台的诚信问题现状和七天无理由规则存在的问题，为后续案例研究和提供建议策略做铺垫；然后，针对其问题结合相关理论提出切实可行的营销策略；以天猫平台为例进行实证研究，分析其七天无理由规则运用情况和对诚信保障。最后提出对改善存在诚信问题的建议，以及七天无理由制定的改善。

Abstract：With the development of e-commerce, online shopping fast into people's lives, and constantly changing consumer habits and lifestyles。 Although the development of electronic commerce continue to standardize and perfect, but there is still a problem, the issue of integrity of both trading rules, enacted in seven days no reason to return rules apply process problems and problems exist in China。 At the same time as the industry increasingly competitive, how to develop and implement effective rules and development platform for the overall long-term development of eco-commerce platform is essential。

   Firstly, through literature, introduction to the theory and research status at home and abroad related to seven days no reason to rule, to further clarify the research direction; then analyzes the status quo Honesty e-commerce platform and seven days no reason to rule problems for subsequent case studies and provide policy recommendations to pave the way; then put forward practical marketing strategy for their problems related theories; Lynx platform, for example to an empirical study analyzed seven days no reason to apply the rules and to protect the integrity of the case。 It concludes with recommendations for improving the presence of the issue of integrity, as well as seven days no reason to develop improved。

毕业论文关键词：电子商务平台； 诚信问题 ；七天无理由退换货

Keyword: ；E-commerce platform；Honesty ；Seven days no reason to return

目录

1。引言 3

1。1研究背景及意义 3

1。2研究内容 3

1。3本文创新点 3

2。文献综述 4

2。1 电子商务平台退货规则的研究 4

2。1。1国外相关研究 4

2。1。2 国内相关研究 5

2。3 研究中存在的问题 5

3。电子商务平台下诚信问题 6

3。1网购存在的诚信问题 6

3。1。1买家存在的诚信问题 6

3。1。2卖家存在的诚信问题 6

3。2电子商务平台如何诚信经营 6

3。2。1 建设第三方平台诚信经营的监督管理体系 6

3。2。2培养商家诚信经营的意识和素质 7

3。2。3提升消费者诚信建设的基本措施