随着中国经济的发展、居民收入的提高、互联网技术的快速升级、手机平板等互 联网终端的成熟和普及、快递物流等基础设施的完善，电子商务在消费品领域得到广 泛普及应用，但是由于电子商务存在的信息不对称性等因素，消费者对卖家、电商平 台和产品的信任缺失影响了消费购买决策，假冒伪劣产品会影响消费者购买信心和对 电商平台的信任。消费者越来越重视产品设计、产品品质和品牌符号带来的附加价值， 重视健康、环保、安全、智能等消费品特征。第三方认证公司选择哪些产品品质因素 作为认证目标，如何将第三方认证机构的品牌和信任传递给消费者，如何满足消费者 对产品品质的信任需求，传统的第三方认证业务模式如何适应新的电子商务环境下卖 家和消费者的新需求，是第三方认证机构需要研究解决的新课题。 本论文通过7Ps市场营销理论系统性的分析了T公司存在的电商品质认证的营销 问题，并运用 PEST 宏观环境分析模型对 T 公司外部环境进行分析，使用 3C 战略三 角模型对行业竞争环境、客户需求和自身优势综合分析。使用信息不对称理论对认证 标识和符号在消费者端进行研究，将消费者、卖家和第三方认证企业纳入整体分析框 架，并从消费者端需求进行反向分析，探索认证公司在消费端建立和传递品牌和品质 信任方面的解决方案。符合消费者需求和电商企业需求的电商品质认证的营销解决方 案，将为企业电商业务发展提供重要的决策价值，也为行业内企业和商家向消费者传 递品质信任对于市场推广和营销提供有益参考，为促进消费品电商零售行业及其供应 链企业的质量管控、品质升级提供实践参考。 关键词，市场营销；信息不对称；品质认证；电商III Abstract E-commerce are widely implemented in consumer area with the economic development, residents income increase, internet technology upgrading and terminals maturity, but due to the information asymmetry of online business, the lack of trust of consumers on the retailers, e-commerce platform and their products effect the purchase decision, forged and fake commodities effect the trust to the e-commerce platform. Consumers are more and more emphasized on the added-value delivered by product design, quality and branding icons, and the features of commodities include health, ecology, safety, intelligence etc. Which product quality features are to be selected as certification targets, how to deliver the branding and trust to the consumers, how to meet the demands of consumers on product quality, how to adapt to the buyers and sellers’ new requirements under the new e-commerce conditions, which are the issues to be addressed by the third-party certification organization. In this paper, the issues on marketing of company T are systematically analyzed through 7Ps marketing structure, analyzed the external environment using PEST analyze model, the competition in the industry was analyzed by 3C strategic triangle model. Using the information asymmetry theories on the certification marking and symbols including the consumer, sellers and third-party certification organizations in the model, to reversely analyzed the consumer demands, explorer the solution on the certification company to build and deliver trust of branding and quality to consumers. The product quality certification solution satisfied consumers and e-commerce companies demands will provide important decision reference to the e-commerce companies, also will of help to the companies and merchandisers on how to deliver quality trust to the consumers in marketing area, and improve the e-commerce retailers and its supply chains on quality control, quality improvement and marketing. Keywords，Marketing; Information Asymmetry; Quality Certification; E-commerce目录 致谢.........................................................................................................................................I 摘要........................................................................................................................................II Abstract................................................................................................................................. III 第 1 章 绪论 ...........................................................................................................................1 1.1 研究背景.................................................................................................................... 1 1.2 研究意义.................................................................................................................... 2 1.3 国内外研究现状......................................................................................................... 3 1.4 研究内容与结构........................................................................................................ 5 1.5 研究方法与创新之处 ................................................................................................ 6 1.5.1 研究方法 ....................................................................................................................... 6 1.5.2 创新之处 ....................................................................................................................... 7 第 2 章 理论基础....................................................................................................................8 2.1 电商品质认证概念 .................................................................................................... 8 2.2 市场定位理论............................................................................................................ 8 2.3 营销组合 7Ps 理论 .................................................................................................... 9 2.4 信息不对称理论...................................................................................................... 12 2.5 服务营销理论.......................................................................................................... 13 第 3 章 T 公司外部环境分析................................................................................................ 14 3.1 宏观环境分析 .......................................................................................................... 14 3.1.1 政策环境因素 ............................................................................................................. 14 3.1.2 经济环境因素 ............................................................................................................. 15 3.1.3 社会环境因素 ............................................................................................................. 16 3.1.4 科技环境因素 ............................................................................................................. 17 3.2 竞争环境分析 .......................................................................................................... 18 3.2.1 客户战略分析 ............................................................................................................ 19 3.2.2 竞争者战略分析 ........................................................................................................ 26 3.2.3 企业自身优势分析 .................................................................................................... 27第 4 章 T 公司电商品质认证营销现状及存在的问题........................................................... 29 4.1 T 公司的概况及发展 ................................................................................................ 29 4.2 T 公司电商品质认证业务现状.................................................................................. 29 4.3 电商品质认证营销问题访谈设计 ............................................................................. 29 4.3.1 访谈目的 ..................................................................................................................... 29 4.3.2 访谈维度 ..................................................................................................................... 30 4.3.3 访谈对象 ..................................................................................................................... 30 4.3.4 访谈过程 ..................................................................................................................... 30 4.3.5 访谈问卷 ........................................................