随着近几年来互联网技术的迅速发展，相关法律法规也逐步完善，与此同时 基于互联网基础上的电子商务也被应用到了各个行业中。然而发展电子商务也面 临着一定的困境，比如如果单一发展电子商务很有可能无法达到预期效果，而如 果加大投资很有可能难以获取更大化的市场收入。对企业电子商务发展历程进行 系统性的分析后发现，缺乏专业人才、成本较高、缺乏对互联网的科学认知以及 厂商关系的不断恶化等均是阻碍电子商务发展的诸多弊端。而传统企业同样面临 着较大的竞争性。由此可见，在我国家电行业未来的发展中究竟选择哪个方向甚 至如何摆脱恶性竞争的发展趋势等均是在未来家电连锁企业发展过程中所面临 的重要问题。 本文在具体研究过程中较为系统性的分析了H电器集团在互联网时代背景 下的服务模式创新存在的必要性与重要意义，与此同时结合国内外现有相关理论 文献等的基础上对服务模式与服务模式的创新理论进行了详细的阐述与分析。其 次，本文结合H集团具体发展状况与现阶段的发展模式等的基础上，分析了目 前H电器集团面临的内外部环境，分别从宏观环境、内部环境和电子商务环境 方面进行了具体的描述，并指出了H电器集团在服务中存在的问题。通过对H 家电服务模式创新的实证分析、家电服务流程设计和售后服务产业化模式，对H 电器集团服务模式创新方面进行了探讨。最后，为H家电服务模式创新进行了 实施保障，分别从客观、主观和区域复制这三个方面进行了阐述，从而希望为其 他家电企业的服务模式创新提供一定的参考。 关键词：H家电集团，家电服务，服务模式，互联网，创新 II ABSTRACT With the rapid development of Internet technology in recent years, the relevant laws and regulations have gradually improved. At the same time, e-commerce based on the Internet has also been applied to various industries. However, the development of e-commerce is also facing certain dilemmas, such as if the single development of e-commerce is likely to fail to achieve the desired results, and if increased investment is likely to be difficult to obtain greater market revenue. After a systematic analysis of the development process of e-commerce in enterprises, it is found that the lack of professionals, high cost, lack of scientific knowledge of the Internet and deterioration of the relationship between firms are all obstacles to the development of e-commerce. Traditional enterprises are also facing greater competitiveness. It can be seen that, in the future development of China's household appliances industry, which direction to choose and even how to get rid of the vicious competition trend are all important issues in the development process of future household appliances chain enterprises. This paper systematically analyses the necessity and significance of H Electric Appliance Group's service mode innovation in the context of the Internet era. At the same time, this paper elaborates the innovation theory of service mode and service mode in detail on the basis of the existing domestic and foreign related theoretical literature. And analysis. Secondly, on the basis of H Group's specific development status and current development mode, this paper analyses the internal and external environment faced by H Electric Group, describes the macro environment, internal environment and e-commerce environment respectively, and points out the problems existing in the service of H Electric Group. Through the empirical analysis of H household appliances service mode innovation, the design of household appliances service process and the industrialization model of after-sales service, the innovation of H household appliances group service mode is discussed. Finally, the implementation of H household appliances service model innovation is guaranteed, respectively from the objective, subjective and regional replication of these three aspects are elaborated, so as to provide some reference for other household appliances enterprises' service model innovation. III KEY WORDS：H Electric Group，Household appliances service, Service mode, Internet, Innovation IV 目 录 第1章 绪论 ................................................................................................................. 1 1.1 研究背景 ........................................................................................................ 1 1.2 研究意义 ........................................................................................................ 2 1.3 研究内容和研究方法 .................................................................................... 2 1.3.1 研究内容 ............................................................................................. 2 1.3.2 研究方法 ............................................................................................. 3 第2章 相关概念界定和理论基础 ............................................................................. 5 2.1 服务和现代服务业 ........................................................................................ 5 2.2 服务竞争战略 ................................................................................................ 5 2.3 服务模式与服务模式创新 ............................................................................ 6 2.3.1 服务模式 ............................................................................................. 6 2.3.2 服务模式创新 ..................................................................................... 7 2.4 服务模式创新机制 ........................................................................................ 7 2.4.1 服务模式创新的正向机制 ................................................................. 7 2.4.2 服务模式创新的逆向机制 ................................................................. 8 第3章 H家电服务模式的现状分析及存在的问题 ............................................... 11 3.1 H集团概况 ................................................................................................... 11 3.2 H集团发展阶段 ........................................................................................... 12 3.3 H集团服务现状和服务模式介绍 ............................................................... 14 3.3.1 H集团服务简介 ................................................................................ 14 3.3.2 售后服务模式及流程 ....................................................................... 15 3.4 H家电内外部环境分析 ............................................................................... 19 3.4.1 宏观环境分析 ................................................................................... 19 3.4.2 内部环境分析 ................................................................................... 20 3.4.3 电子商务环境分析 ........................................................................... 21 3.5 H电器服务中存在的问题 ........................................................................... 22 3.5.1 服务模式陈旧，缺乏创新 ............................................................... 22 3.5.2 服务流程死板，不够灵活 ............................................................... 23 3.5.3 服务产业化模式选择受限 ............................................................... 24 第4章 H集团服务模式创新的实证分析 ............................................................... 25 V 4.1 研究假设 ....................................................................................................... 25 4.1.1 顾客感知价值对在线渠道家电购买意向的影响假设 .................... 25 4.1.2 顾客感知风险对消费者在线渠道家电购买意向影响的假设 ........ 26 4.1.3 顾客感知价值和感知风险相互影响间的假设 ................................ 26 4.1.4 样本数据背景变量分析假设 ............................................................ 27 4.1.5 消费者特征变量对网购家电意向的影响假设 ................................ 27 4.2 调研设计 ....................................................................................................... 28 4.2.1 问卷设计 ............................................................................................ 28 4.2.2 调研的实施方案 ................................................................................ 28 4.3 实证分析 ....................................................................................................... 29 4.3.1 样本