面向客户体验的B2C电子商务服务过程分析与优化  

作　　者：刘平峰[1] 杨柳[2] 

机构地区：[1]武汉理工大学经济学院 [2]武汉理工大学电子商务与智能服务研究中心

出　　处：《企业经济》2013年第11期90-93,共4页Enterprise Economy

基　　金：国家自然科学基金项目"基于客户视角的Web服务组合优化与协同管理研究"(批准号:71072077);国家科技支撑计划项目"无线城市移动文化生活综合服务系统与应用示范"(批准号:2012BAH93F04);武汉理工大学中央高校基本业务专项资金项目"服务聚合环境下客户感知价值的表示与智能获取研究"(批准号:2012-IB-060)

摘　　要：针对目前B2C电子商务服务客户体验差、满意度和忠诚度低的问题,本文在分析B2C电子商务服务过程客户体验接触点、建立B2C电子商务服务过程前后台分离模型的基础上,从价值链模型的业务流程和以接触点为中心的资源整合分配两个方面,提出了B2C电子商务服务价值链模型和价值链上各活动优化的基本思路,论述了基于过程、线上线下和信息技术支持三个维度的资源整合分配优化方法,为改善B2C电子商务服务客户体验提供了理论参考。Towards the problem of low satisfaction and loyalty resulted from the poor customer experience of the B2C e- commerce services, this paper analyzes the customer experience contact points of B2C e - commerce service process and constructs a reception and backstage separation model of the B2C c - commerce service process. Then it proposes the methods of opti- mizing the B2C e- commerce service process from the following two perspectives： B2C e- commerce process optimization based on value chain model, and the optimized integration and allocation of resources centered on the contact points. For the value chain perspective, the B2C e- commerce value chain model and the optimization of activities among the chain are proposed. For the resource integration and allocation perspective, a three- dimensional optimization model is proposed, which consists of process, online - to - offline and information technology support. We hope that the work can provide theo- retical references for improving customer experience in B2C e - commerce service.

关 键 词：客户体验 B2C电子商务 服务过程优化 

分 类 号：F713.36[经济管理—产业经济]