提高顾客满意度策略研究——以盒马鲜生为例

论文总字数：21998字

摘 要

在移动互联网时代，大数据、人工智能、物联网等技术不断涌现，传统零售业面临着巨大的变革和挑战。从阿里巴巴创始人马云提出“新零售”的概念开始，各电商企业逐渐意识到实体零售业的意义，线上电商平台、实体店和物流配送走向了融合发展的大创新时代，越来越多新的零售业态如雨后春笋一般冒出。在这新零售的风潮之中，生鲜产品作为日常生活必需品，逐渐成为新零售企业的突破点。所以，接下来诞生了一系列类似大润发、盒马鲜生等线上线下和物流相融合的生鲜超市。在新零售模式下，如何更好的满足顾客个性和多元的需求，提升顾客满意度，成为行业内急需解决的问题。本研究选择盒马鲜生进行定性分析主要有三个原因：一、盒马鲜生是新零售模式在生鲜领域的开创者，它有较长的历史可以用于研究；二、它背靠电商平台巨头阿里巴巴的广泛资源，盒马鲜生在商业模式上有很多各方面的创新，为我国的新零售模式的发展积累了丰硕的经验；三、盒马鲜生的运营情况很好，已经在我国很多城市开了分店，对分析调查工作的展开十分有利。

本文首先通过相关文献及问卷调研，对顾客满意度、新零售以及以盒马鲜生为代表的企业在顾客满意度方面策略等相关理论进行梳理；其次，分别概述其现状与存在的问题；最后通过分析来提出建议和对策。

定性分析结果表明：影响顾客满意度的因素可分为商品、服务、形象等价值因素和购买商品支付的货币、时间、精神和体力等成本因素。根据定性分析的结果，本文对新零售模式下的生鲜超市提出以下建议：一、提供高质量价格合理的产品；二、树立独特理念，提供个性化服务；三、树立品牌优势，提升企业形象；四、关系营销培育忠诚客户，挽回不满意客户；五、建立客户数据库进行动态管理。关于盒马鲜生存在的问题则提出以下针对性意见：一、提供多种支付方式，满足消费者多样化需求；二、整合改善技术，提高顾客购物体验；三、提高供应链管理水平，增强产品的性价比；四、加强服务营销，提高线上和线下的服务质量。

关键词：顾客满意度；新零售；盒马鲜生

Study on the Strategy of Improving Customer Satisfaction -- Taking Freshhema as an Example

Abstract

In the era of mobile Internet， big data， artificial intelligence， Internet of Things and other technologies continue to emerge， and the traditional retail industry is facing huge changes and challenges. Since the concept of "new retail" was put forward by Jack Ma， founder of Alibaba， major e-commerce enterprises have become more and more aware of the importance of physical retail. Online e-commerce platforms， physical stores and logistics distribution have entered a new era of integrated development， and many new retail formats have begun to appear. In this new retail trend， as the daily necessities of fresh products， become the breakthrough of new retail enterprises. Therefore， in this context， a series of fresh supermarkets that integrate online and offline with logistics have been born， such as Hema， RT-Mart， etc. Under the new retail model， how to better meet the personalized and diversified needs of customers， improve customer satisfaction， has become an urgent problem to be solved in the industry. In this study， Hema was selected for qualitative analysis. There are three reasons. First， in the field of fresh food， Freshhema is the pioneer of new retail mode， and its long history is easy to study. Second， backed by the powerful resources of e-commerce platform giants， Hema has made many innovative adjustments to its business model， which has accumulated rich experience for the development of China's new retail model. Third， the operation of Hema is in good condition now. Its stores have penetrated into most cities in China， which is convenient for analysis work.

Firstly， through relevant literature and questionnaire survey， this paper sorts out the theories related to customer satisfaction， new retail and the strategies of enterprises represented by Freshhema in terms of customer satisfaction. Secondly， the present situation and existing problems are summarized respectively. Finally， suggestions and countermeasures are put forward through analysis.

Qualitative analysis results show that the factors affecting customer satisfaction can be divided into commodity value， service value， image value， money cost， time cost， mental cost， physical cost and other factors. According to the results of qualitative analysis， this paper puts forward the following suggestions for fresh supermarkets under the new retail mode: 1. Provide high-quality products with reasonable prices; 2. Set up unique concepts and provide personalized services; 3. Establish brand advantages and improve corporate image; 4. Relationship marketing cultivates loyal customers and retrieves unsatisfied customers; Five， the establishment of customer database for dynamic management. On the question of Hema's survival， the following suggestions are put forward: 1. Provide a variety of payment methods to meet the diverse needs of consumers; 2. Integrate and improve technology to improve customer shopping experience; Third， improve the supply chain management level， enhance the cost performance of products; Fourth， strengthen service marketing and improve the quality of online and offline services.

Keywords: Customer satisfaction; The new retail; Freshhema

目录

提高顾客满意度策略研究——以盒马生鲜为例 I

摘 要 I

第一章 绪论 1

1.1研究背景 1

1.2研究目的及意义 2

1.3研究内容及方法 2

1.4论文框架 2

第二章 顾客满意度相关概念与理论 3

2.1顾客满意度定义 3

2.2影响顾客满意度的因素 3

2.2.1商品质量 3

2.2.2商品服务 3

2.2.3商品价格 3

2.2.4企业形象 4

2.2.5企业营销策略 4

第三章 关于盒马鲜生的分析与调查 5

3.1盒马鲜生的发展与研究意义 5

3.2盒马鲜生的环境分析 5

3.2.1宏观环境分析 5

3.2.2微观环境分析 6

3.3盒马鲜生是的SWOT分析 6

3.3.1优点（Strengths） 6

3.3.2缺点（Weaknesses） 6

3.3.3机会 （Opportunities） 7

3.3.4威胁（Threats） 7

3.4盒马鲜生的顾客满意度问卷调查 7

第四章 盒马鲜生在顾客满意度策略方面存在的问题 8

4.1.支付方式过于单调 8

4.2顾客体验较差 8

4.3人才流失严重 8

4.4标签门等道德问题 8

4.5市场扩张受到限制 9

第五章 提高顾客满意度方面的建议 10

5.1提高供应链管理水平与整合 10

5.1.1提供高质量价格合理的产品 10

5.1.2树立独特理念，提供个性化服务 10

5.1.3树立品牌优势，提升企业形象 11

5.1.4关系营销培育忠诚客户，挽回不满意客户 11

5.1.5建立客户数据库进行动态管理 11

剩余内容已隐藏，请支付后下载全文，论文总字数：21998字