服裝行業“店選網購”跳單問題研究

發布時間：2018-01-09 03:02

本文關鍵詞：服裝行業“店選網購”跳單問題研究　出處：《天津財經大學》2014年碩士論文　論文類型：學位論文

【摘要】：跳單問題普遍存在于醫療產業、房產中介、家居商場,以及電子產品、圖書、服裝等零售行業。于立(2012)提出跳單存在四大主要類型,包括“租少售多”、“居問糾紛”、“院診店購”和“店選網購”,論文主要研究廣泛存在于零售產業的“店選網購”跳單問題。隨著電子商務模式的出現和移動智能設備及其應用軟件的快速發展,傳統零售市場發生了改變,“店選網購”跳單現象越來越嚴重,給傳統店商造成巨大的利益損失。論文主要通過對“店選網購”跳單問題產生的影響因素的分析,找出“店選網購”跳單問題產生的深層動因,從而為企業和政府提供相應對策。論文以問題為導向,以服裝行業為例,分別從企業、消費者和商品三個角度出發,采用案例研究與數理分析對“店選網購”跳單問題進行研究。第一章為導論,提出“店選網購”跳單問題,描述了服裝行業“店選網購”的現象,并提出論文的分析框架和期望目標；第二章從企業形態的角度,分析了企業經營模式和渠道模式與跳單問題的關系,理清了基于信息搭便車行為、渠道沖突與跳單問題之間的相互影響關系。第三章從消費者行為的角度,分析了服裝行業“店選網購”跳單問題與消費者需求、偏好及風險規避心理之間的關系,總結出趨向于“店選網購”跳單的消費者的個體特征。第四章從商品屬性的角度,分析了“店選網購”跳單問題與商品屬性和品牌特征之間的關系,得出跳單商品對象的特征；第五章為企業和政府提出相應的對策建議；第六章是對全文的總結與對未來研究的展望。論文的主要結論可歸納為：第一,其他條件一定的情況下,不論是經營模式還是渠道選擇,只要不同企業之問采取的策略的差異化程度越高,跳單的可能性就越大；第二消費者的個體特征、偏好及心理會影響“店選網購”跳單行為發生的可能性；第三,在其他條件不變的情況下,若商品屬性的不確定性越高,對消費者需求與商品屬性之間的匹配程度要求越高,那么消費者“店選網購”的可能性也就越高。第四,店商和網商企業的對策為：采用020模式,建立全渠道架構；采取服務差異化策略。政府的決策為：在搭便車現象較為嚴重的情況下,豁免RPM,并限制跳單；在搭便車現象并不嚴重的情況下,應鼓勵市場競爭,減少干預。
[Abstract]:Jump list problems generally exist in the medical industry, real estate agents, home shopping malls, as well as electronic products, books, clothing and other retail industries. These include "renting less and selling more", "asking for disputes", "shopping in hospital clinics" and "shopping online". With the emergence of e-commerce mode and the rapid development of mobile smart devices and their applications, the traditional retail market has changed. The phenomenon of "shop online shopping" is becoming more and more serious, which causes huge loss of benefits to the traditional shops. This paper mainly analyzes the influence factors of "shop online shopping". Find out the deep motivation of "shop online shopping" jump issue, so as to provide the corresponding countermeasures for enterprises and the government. The paper is problem-oriented, clothing industry as an example, respectively from the enterprise. From the perspective of consumers and commodities, this paper uses case study and mathematical analysis to study the problem of "shop online shopping". The first chapter is the introduction, and puts forward the "shop online shopping" skip order problem. This paper describes the phenomenon of online shopping in clothing industry, and puts forward the analysis framework and expected goal of the paper. The second chapter analyzes the relationship between enterprise management mode and channel model and jump order problem from the perspective of enterprise form, and clarifies the free-rider behavior based on information. The third chapter analyzes the relationship between online shopping in clothing industry and consumer demand from the perspective of consumer behavior. The relationship between preference and risk aversion psychology summarizes the individual characteristics of consumers who tend to "shop online shopping". Chapter 4th from the point of view of commodity attributes. This paper analyzes the relationship between "shop online shopping", commodity attributes and brand characteristics, and gets the characteristics of the object. Chapter 5th puts forward corresponding countermeasures and suggestions for enterprises and governments; Chapter 6th is a summary of the full text and prospects for future research. The main conclusions of the paper can be summarized as follows: first, under certain other conditions, whether business model or channel choice. As long as different enterprises adopt the strategy of the higher the degree of differentiation, the more likely to jump; The individual characteristics, preferences and psychology of the second consumer will influence the possibility of "shop shopping" jumping; Thirdly, if the uncertainty of commodity attribute is higher, the matching degree between consumer demand and commodity attribute is higher. Then consumers "shop online shopping" the possibility is also high. 4th, store and online business enterprise countermeasures are: adopt the 020 model, establish a full channel structure; The strategy of service differentiation is adopted. The decision of the government is as follows: in the case of serious hitchhiking, RPMs are exempted, and the jump order is restricted; In cases where hitchhiking is not serious, market competition should be encouraged and intervention should be reduced.
【學位授予單位】：天津財經大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86;F724.6

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