I 摘要 生鲜产品虽然是我国居民高频次高需求的生活必需品之一，但是由于其本身易变质、 易腐败、难运输、难储藏的特点，相对于其他生活必需品，人们更喜爱去商超和菜市进 行挑选购买，这一直是生鲜电商发展的局限。新零售模式是解决生鲜电商这一发展瓶颈 的重要方向，其提倡线上+线下+互联网科技模式，解决了传统生鲜电商无法到店体验的 问题。但是商家如果想要得到更好的用户粘性、更高的产品复购率的关键因素还是平台 是否能为消费者带来更优质的服务。 本文站在企业角度，以顾客为导向，综合运用了服务质量相关理论及定性与定量的 研究方法，建立了新零售环境下生鲜电商服务质量评价模型并以行业内的知名企业进行 了算例分析，并针对结果给出来提升服务质量的相应对策，具体内容如下： 首先，运用了文献综述和访谈法建立了评价指标体系，确定了产品质量、冷链配送、 技术平台、服务柔性、生活便利这5个评价指标；其次运用模糊综合评价法等统计分析 方法对HM公司进行了算例分析，发现HM公司在产品质量和生活便利2个指标得分 较低；并对餐饮区进行了访谈，找出就餐区域布局不合理是影响服务质量的主要因素； 最后针对评价值给出了具体的提升策略。 本论文针对HM公司服务质量提升的研究及结论，对其他新零售环境下生鲜电商也 存在着一定的借鉴意义。 关键词：新零售，生鲜电商，服务质量评价，模糊综合评价法 Abstract II Abstract Fresh foods have always been a vital life product with high-frequency and high demand for Chinese residents. People prefer to go to supermarket and market to purchase fresh foods because of those characteristics such as highly perishable, rotten, difficult to transport and preserve, which also constraint the development of fresh e-commerce. The new retail business model, which advocates the online + offline + Internet technology model, solving the problem of on-site experience of traditional fresh e-commerce, could be an important trend in this field. However, as a new business model, its service quality has been the constraint of ,the user stickiness and higher repurchase rate, of fresh e-commerce enterprises in the new retail environment. This paper, under the perspective of enterprises, customer-oriented, comprehensive use of service quality theory and qualitative and quantitative research methods, establishes the evaluation model of fresh e-commerce service quality in the new retail environment, takes the well-known enterprises in that sector as an example to analyze, and provides the corresponding countermeasures to improve the service quality. Firstly, establishes the evaluation index system via the literature review and expe rt interview, and determines five evaluation indexes, like product, cold chain distribution, technical platform, service flexibility and life convenience. Secondly, using the statistical analysis method such as fuzzy comprehensive evaluation method to analyze HM company, it is found that the score of two indexes of product quality and life convenience of HM company is lower. Conducting a consumer interview for the catering area, it is revealed that the unreasonable layout of the dining area is the main factor affecting the service quality of catering are. With the data of index analysis and the results of costumers interviews, this paper scientifically provides the improvement strategy. This paper, with the study and analysis of HM company, provides somehow important meanings to the fresh e-commerce enterprises in new retail environment. Keywords: New retail, fresh e-commerce, service quality evaluation, fuzzy comprehensive evaluation method 目录 III 目 录 摘要 ........................................................................................................ I ABSTRACT ................................................................................................. II 第1章 绪 论 ............................................................................................. 1 1.1 论文研究背景、研究目的及研究意义 ................................................................. 1 1.1.1 论文的研究背景 .............................................................................................. 1 1.1.2 论文的研究目的和意义 .................................................................................. 1 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 新零售的研究现状 .......................................................................................... 2 1.2.2 生鲜电商的研究现状 ...................................................................................... 3 1.2.3 服务质量的研究现状 ...................................................................................... 4 1.3 论文主要内容与结构与创新点 ............................................................................. 5 1.3.1 论文的主要内容 .............................................................................................. 5 1.3.2 论文的结构 ...................................................................................................... 6 1.3.3 论文的创新点 .................................................................................................. 6 1.4 论文的研究方法与技术路线 ................................................................................. 7 1.4.1 论文的研究方法 .............................................................................................. 7 1.4.2 论文的技术路线 .............................................................................................. 8 第2章 相关概念及理论基础 ................................................................... 10 2.1 新零售的概念和定义 ........................................................................................... 10 2.1.1 新零售的概念 ................................................................................................ 10 2.1.2 新零售的定义 ................................................................................................ 10 2.2 新零售环境下生鲜电商定义和特点 ................................................................... 11 2.2.1 新零售环境下生鲜电商的定义 .................................................................... 11 2.2.2 新零售环境下生鲜电商的特点 .................................................................... 11 2.3 服务质量评价理论 ............................................................................................... 11 2.3.1 服务质量理论 ................................................................................................ 11 2.3.2 服务质量评价模型 ........................................................................................ 12 2.3.3 物流服务质量模型 ........................................................................................ 13 2.4 本章小结 ............................................................................................................... 13 第3章 新零售环境下生鲜电商服务质量评价指标体系构建............... 15 目录 IV 3.1 新零售环境下生鲜电商服务质量影响因素分析 ............................................... 15 3.1.1 新零售环境下生鲜电商服务质量内部影响因素 ........................................ 15 3.1.2 新零售环境下生鲜电商服务质量外部影响因素 ........................................ 16 3.1.3 新零售环境下生鲜电商服务质量的核心影响因素分析 ............................ 16 3.2 评价指标体系的构建 ........................................................................................... 17 3.2.1 评价指标体系构建原则 ................................................................................ 17 3.2.2 评价指标体系的分析及说明 ........................................................................ 18 3.3 本章小结 ............................................................................................................... 22 第4章 HM公司的服务质量评价研究 ................................................... 23 4.1 HM公司概况 ......................................................................................................... 23 4.2 HM公司服务质量研究 ......................................................................................... 24 4.2.1 权重的确定 ...................................................................