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本文通过以下几步对影响综合类 B2C 电商平台用户粘性的因
素开展研究：
首先，回顾了国内互联网的发展现状，综合类 B2C 电商平台
的行业竞争特点和所面临的问题，确定了用户粘性对综合类 B2C
电商平台的重要性
其次，阐述了国内外有关品牌定位、消费行为研究、品牌忠东华大学工商管理硕士学位论文
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诚度等相关的理论，结合企业实际经营数据，从以上三个方面逐
步对 FN 网进行分析
最后，结合理论分析、市场调研与实证研究对 FN 网的用户粘
性进行了分析，确定了影响用户粘性的 5 个关键因素：品牌信赖、
商品价格、购物安全、网站设计、促销活动，构建了 FN 网用户粘
性影响模型
通过本文的研究、构建的 FN 网用户粘性影响模型，探究了影
响综合类 B2C 电商平台用户粘性的要素。不仅对相关理论进行了
补充，更在此基础上提出解决方案，为解决我国综合类 B2C 电商
平台目前所陷入的发展瓶颈提供了解决思路
关键词 B2C 品牌定位 用户行为研究 品牌忠诚度 用户粘性东华大学工商管理硕士学位论文
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Research on User Stickiness of Comprehensive B2C Electronic
Business Platform - Taking FN Network as an Example
Abstract
After entering in twenty-first Century, after more than ten years of development history,
along with China&39;s strong popularity on the Internet, mobile Internet technology and the
rapid development of online payment security, improve convenience, more and more users
choose to go shopping on the internet. The B2C electronic business platform also began
gradually from a single vertical category of business diversified comprehensive management,
the homogenization of competition is becoming more and more serious, the price war is
more and more frequent, resulting in industry profit is low, the overall development in slow.
As a business enterprise management focus, how to cultivate user stickiness in
comprehensive B2C stalemate electricity supplier in the field continuously training users and
retain users has become a pressing matter of the moment facing enterprises.
This article through the following steps on the impact of comprehensive B2C e-commerce
platform user stickiness factors to carry out research:
First of all, review the current development of the domestic Internet, comprehensive
industry competition characteristics and problems faced by the B2C electronic business
platform, determine the importance of user stickiness on the integrated B2C business
platform.
Secondly, it expounds the relevant theories about brand positioning, consumer behavior
research, brand loyalty and other related theories at home and abroad, and analyzes the FN
network in combination with the actual business data.
Finally, the combination of theoretical analysis and empirical research on Market
Research and user stickiness of FN network was analyzed, identified 5 key factors that
influence user stickiness: brand trust, commodity prices, shopping security, website design,
promotional activities, to construct the FN network user viscous effect model.
Through the research and construction of FN net user stickiness influence model, this
paper explores the factors that influence the stickiness of B2C platform. Not only to the
relevant theory has been supplemented, but also on this basis to propose solutions to solve
our country&39;s integrated B2C electronic business platform currently into the bottleneck of东华大学工商管理硕士学位论文
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development provides a solution.
Fangxi Chen (MBA)
supervised by
KEY WORDS: B2C; brand positioning; research on user behavior; brand loyalty; user
stickiness
Lei Shen东华大学工商管理硕士学位论文
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目录
摘要. I
Abstract .....III
第一章 绪论...........1
1.1 研究的背景与意义 ......1
1.2 研究的目标与内容 ......2
1.3 研究方法和技术路线 ..3
1.3.1 研究方法 3
1.3.2 技术路线 3
1.3.3 研究流程 3
1.3.4 预期目标 4
第二章 文献综述...5
2.1 品牌定位 ..........5
2.1.1 品牌定位的基本概念 ..5
2.1.2 我国 B2C 电子商务网站现状 .5
2.1.3 移动互联网时代的零售变革 ..7
2.1.4 电子商务模式发展 ......7
2.1.5 综合 B2C 核心竞争力 .8
2.1.6 定位及运营策略差异化 ..........8
2.2 消费行为研究 ..9
2.2.1 消费购买决策的基本概念 ......9
2.2.2 消费者购买决策过程模型 ....10
2.2.3 购买决策的类型 ........11
2.2.4 网络时代消费群体的研究 ....11
2.2.5 对 B2C 电子商务消费者行为影响因素研究 ...........12
2.2.6 网络营销策略研究 ....12
2.3 品牌忠诚度 ....12
2.3.1 品牌忠诚度的基本概念 ........13
2.3.2 品牌忠诚度的价值 ....13东华大学工商管理硕士学位论文
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2.3.3 对品牌忠诚度的研究 13
2.3.4 B2C 电商品牌忠诚度的研究 ...........14
第三章 FN 网运营管理现状........16
3.1FN 网基本业务概况 ....16
3.1.1 FN 网介绍 ......16
3.1.2 FN 网业务分类 ..........17
3.2FN 网运营和消费者概况 ........19
3.2.1 FN 网运营现状 ..........19
3.2.2 现有消费者概况 ........21
3.3FN 网运营流程介绍 ....22
3.3.1 FN 网运营流程概要 ...........
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