企业经济
企業經濟
기업경제
Enterprise Economy
2013年
11期
90~93
,共null页
客户体验 B2C电子商务 服务过程优化
客戶體驗 B2C電子商務 服務過程優化
객호체험 B2C전자상무 복무과정우화
customer experience; B2C e- commerce; service process optimization
1针对目前B2C电子商务服务客户体验差、满意度和忠诚度低的问题，本文在分析B2C电子商务服务过程客户体验接触点、建立B2C电子商务服务过程前后台分离模型的基础上，从价值链模型的业务流程和以接触点为中心的资源整合分配两个方面，提出了B2C电子商务服务价值链模型和价值链上各活动优化的基本思路，论述了基于过程、线上线下和信息技术支持三个维度的资源整合分配优化方法，为改善B2C电子商务服务客户体验提供了理论参考。
1針對目前B2C電子商務服務客戶體驗差、滿意度和忠誠度低的問題，本文在分析B2C電子商務服務過程客戶體驗接觸點、建立B2C電子商務服務過程前後檯分離模型的基礎上，從價值鏈模型的業務流程和以接觸點為中心的資源整閤分配兩箇方麵，提齣瞭B2C電子商務服務價值鏈模型和價值鏈上各活動優化的基本思路，論述瞭基于過程、線上線下和信息技術支持三箇維度的資源整閤分配優化方法，為改善B2C電子商務服務客戶體驗提供瞭理論參攷。
1침대목전B2C전자상무복무객호체험차、만의도화충성도저적문제，본문재분석B2C전자상무복무과정객호체험접촉점、건립B2C전자상무복무과정전후태분리모형적기출상，종개치련모형적업무류정화이접촉점위중심적자원정합분배량개방면，제출료B2C전자상무복무개치련모형화개치련상각활동우화적기본사로，논술료기우과정、선상선하화신식기술지지삼개유도적자원정합분배우화방법，위개선B2C전자상무복무객호체험제공료이론삼고。
Towards the problem of low satisfaction and loyalty resulted from the poor customer experience of the B2C e- commerce services, this paper analyzes the customer experience contact points of B2C e - commerce service process and constructs a reception and backstage separation model of the B2C c - commerce service process. Then it proposes the methods of opti- mizing the B2C e- commerce service process from the following two perspectives： B2C e- commerce process optimization based on value chain model, and the optimized integration and allocation of resources centered on the contact points. For the value chain perspective, the B2C e- commerce value chain model and the optimization of activities among the chain are proposed. For the resource integration and allocation perspective, a three- dimensional optimization model is proposed, which consists of process, online - to - offline and information technology support. We hope that the work can provide theo- retical references for improving customer experience in B2C e - commerce service.
