顾客价值理论与网购退货运费险分析  

作　　者：杨爽[1] 

机构地区：[1]北京工商大学,北京100037

出　　处：《保险职业学院学报》2012年第3期21-23,共3页Journal of Insurance Professional College

摘　　要：2005年以来,我国电子商务市场交易额稳定增长,截止2007年市场规模突破17000亿元。未来3年,仍是我国电子商务投资规模持续增长和爆发的时期,我国电子商务投资市场将迎来新一轮的发展高潮。2010年淘宝网上出现了一种名为"退货运费险"的新生网购运费险种,本文以此为起点,分析了我国电子商务保险行业的现状与不足,研究网购运费险的现状以及其优劣势,通过顾客价值理论的引入,指出了推广该险种的众多益处,并对其未来的发展路径与方向做出了一些设想,继而基于顾客认知价值理论从网购环境的大背景下分析整体物流保险的发展。Since 2005,with the steady growth of the transaction volume of Chinese e-commerce market,the size of the market in 2007 has exceeded 1.7 trillion yuan.The scale of Chinese e-business investment will continue to grow and reach its outbreak period in the next three years;Chinese e-commerce investment market will usher in a new round of development upsurge.In 2010,Taobao effected a new online shopping freight insurance called ＂insurance on the freight of returned-goods＂.This paper take this as a starting point to analyze the current situation of Chinese e-commerce insurance industry,the status quo of online shopping shipping as well as its advantages and disadvantages through the introduction of customer value theory,pointing out the benefits of the promotion of the insurance,and its future development path and direction.Based on customer perceived value theory,this article moves to analyze the development of the overall logistics insurance in the context of online shopping environment.

关 键 词：电子商务保险 退货运费险 顾客认知价值 

分 类 号：F840.6[经济管理—保险]