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MBA硕士毕业论文_LB药网顾客满意度研究DOC

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受人口老龄化趋势加剧、慢性病发病率升高、全面放开二胎政策以及医改政策继续 深入等因素影响,中国已经成长为全球医药市场中最大的新兴市场,中国的医药制造业 长期维持在中高速增长状态将成为常态。 得益于中国在全球领先的移动互联网商业环境,互联网医药电商作为中国新医药产 品流通模式已经逐步进入我们的日常生活,而且存在非常大的发展空间,市场竞争也非 常激烈。LB 药网是中国医药电商行业的领先企业,已经在 2018 年成功上市。LB 药网 发现虽然业务和顾客都在不断增长,但顾客满意度情况却出现了下滑,退货率和投诉率 不断上升,顾客复购率和客服满意度则不同程度下降。这种情况如果延续,势必对企业 发展构成严重影响。 为了精准和全面的了解 LB 药网顾客满意度情况,以及为后续的管理改进提供支撑, 本文以美国营销学家奥利佛的期望-实绩模型为基础,结合史闻缨对于 B2C 医药电商的 影响因素构建出 LB 药网满意度评测体系,包括系统因素、营销因素、商品因素、物流 因素、顾客因素五大方面,进而分解出十个三级指标。根据这一评测体系,本文设计和 实施了 LB 药网的顾客满意度调研的实证研究(问卷调查),进而对 1065 份问卷的数据 进行了统计分析和相关性分析,验证并准确分析了有关具体指标对顾客满意度的影响情 况,然后通过四分图模型,对 LB 药网满意度评测体系(即调研问卷)涉及的五个因素、 十个三级指标逐一分析,深入探讨了各个指标的具体表现情况。 本文最后根据前述研究发现,分别从商品、营销活动、物流配送、客户服务、IT 系 统五个方面提出了顾客满意度改善建议。主要建议包括,(1)在商品多样性方面,要提 高采购能力和供应稳定性,及时了解顾客需求,并优化价格策略,避免一味低价引流, 逐步拓展健康增值服务。(2)在营销活动方面,则要在营销手法、营销方式上下功夫, 让营销活动更加精准,提升顾客粘性。(3)在物流配送方面,要着重提升物流配送的灵 活性。(4)在客户服务方面,要优化业务流程、客服适度加大授权、APP 便捷处置等。 (5)在 IT 系统方面,则既需要继续加强搜索功能,帮助顾客快速找到所需,更需要注 重加大对顾客健康数据的挖掘分析力度,为今后拓展健康增值服务打基础。 关键词,医药电商;顾客满意度;问卷调查II Abstract Influenced by the increasing trend of population aging, the rising incidence of chronic diseases, the comprehensive liberalization of the second child policy and the continuing deepening of the health reform policy, China has grown into the largest emerging market in the global pharmaceutical market. It will be normal for China's pharmaceutical manufacturing industry to maintain a medium-high growth rate for a long time. Thanks to China's leading mobile Internet business environment in the world, internet medical e-commerce has gradually entered our daily life as a new circulation mode of Chinese pharmaceutical products, and there is a very large space for development, and the market competition is also very fierce.LB Pharmaceutical Network is a leading enterprise in the pharmaceutical e-commerce industry in China. It has been listed in 2018. LB Pharmaceutical found that although business and customers are growing, customer satisfaction has declined.Return rate and complaint rate are rising, while customer repurchase rate and customer service satisfaction are declining in varying degrees. If this situation continues, it is bound to have a serious impact on the development of enterprises. In order to accurately and comprehensively understand the customer satisfaction of LB drug network and provide support for subsequent management improvement, this paper builds a satisfaction evaluation system of LB drug network based on the expectation-performance model of American marketing scientist Oliver.It includes five aspects: system factor, marketing factor, commodity factor, logistics factor and customer factor, and then decomposes ten three-level indicators.According to this evaluation system, this paper designs and implements an empirical study (questionnaire survey) on customer satisfaction of LB Pharmaceutical Network, and then carries out statistical analysis and correlation analysis on the data of 1065 questionnaires.Verify and accurately analyze the impact of specific indicators on customer satisfaction, and then through the quadrant model, analyze five factors and ten three-level indicators involved in the LB drug network satisfaction evaluation system (i.e. survey questionnaire) one by one, and discuss the specific performance of each indicator in depth. Finally, according to the above research, this paper puts forward suggestions to improve customer satisfaction from five aspects: commodity attributes, marketing activities, logistics distribution, customer service and IT system.The main suggestions include: 1)in terms of commodity diversity, we should improve procurement capacity and supply stability, timely understand customer demand, and optimize price strategies, avoid low-priced drainage, and gradually expand healthy value-added services.2)In terms of marketing activities, efforts should be made in marketing techniques and methods to make marketing activities more precise and enhance customer stickiness.3)In the aspect of logistics distribution, we should focus on improving the flexibility of logistics distribution.4)In the aspect of customer service, we should optimize the business process, increase the authorization of customer service appropriately, and handle APP conveniently.5)In terms of IT system, we need to continue to strengthen the search function to help customers quickly find what they need, and pay more attention to the mining and analysis of customer health data, so as to lay a foundation for expanding health value-added services in the future. Key words: pharmaceutical e-commerce industry; customer satisfaction; questionnaire surveyIII 目录 摘要.............................................................................................................................................I Abstract .................................................................................................................................... II 第一章绪论................................................................................................................................1 1.1 研究背景 ......................................................................................................................... 1 1.2 研究意义 ......................................................................................................................... 2 1.3 文献综述 ......................................................................................................................... 3 1.3.1 医药电商的概念及模式............................................................................................ 3 1.3.2 顾客满意度的概念................................................................................................... 5 1.3.3 网购顾客满意度研究................................................................................................ 5 1.3.5 四分图模型理论........................................................................................................ 6 1.4 研究方法与基本工具 ...................................................................................................... 7 1.4.1 研究方法.................................................................................................................... 7 1.4.2 研究技术路线........................................................................................................... 8 第二章 LB 药网现状分析 .......................................................................................................9 2.1 医药电商行业概况 .......................................................................................................... 9 2.1.1 医药电商行业发展历程........................................................................................... 9 2.1.2 我国医药电商发展趋势......................................................................................... 10 2.2 LB 药网企业概况 .......................................................................................................... 11 2.2.1 企业简介................................................................................................................. 11 2.2.2 商业模式和运营现状............................................................................................. 12 2.2.3 企业战略................................................................................................................. 15 2.3 LB 药网顾客满意度现状 .............................................................................................. 15 2.3.1 LB 药网顾客基本特征............................................................................................ 15 2.3.2 满意度存在的问题................................................................................................. 17 2.4 本章小结 ........................................................................................................................ 22 第三章 LB 药网顾客满意度调研设计 .................................................................................23 3.1 研究模型选择 ................................................................................................................ 23 3.1.1 顾客满意度模型..................................................................................................... 23IV 3.1.2 研究模型的选择..................................................................................................... 24 3.2 研究变量的定义及测量 ............................................................................................... 25 3.3 LB 药网满意度测评体系搭建 ...................................................................................... 26 3.3.1 测评指标体系构建................................................................................................. 26 3.3.2 三级测评指标解析.................................................................................................. 27 3.4 调查问卷设计 ............................................................................................................... 29 3.5 本章小结 ....................................................................................................................... 31 第四章顾客满意度调查及数据处理......................................................................................32 4.1 调研对象选择及数据收集 ........................................................................................... 32 4.2 数据样本统计分析 ....................................................................................................... 32 4.3 满意度调查数据分析 ................................................................................................... 34 4.3.1 变量的统计分析..................................................................................................... 34 4.3.2 信度分析和效度分析.............................................................................................. 35 4.3.3 因子分析.................................................................................................................. 37 4.3.4 变量的相关性分析.................................................................................................. 39 4.3.5 回归分析................................................................................................................. 40 4.3.6 四分图模型分析...................................................................................................... 43 4.4 本章小结 ....................................................................................................................... 46 第五章 LB 药网顾客满意度改进建议 .................................................................................47 5.1 商品 ............................................................................................................................... 47 5.1.1 商品种类................................................................................................................. 47 5.1.2 价格......................................................................................................................... 47 5.2 营销活动 ....................................................................................................................... 48 5.3 物流配送 ....................................................................................................................... 48 5.4 客户服务 ....................................................................................................................... 49 5.5 IT 系统............................................................................................................................ 50 5.6 本章小结 ....................................................................................................................... 51 结论..........................................................................................................................................52