消费者行为大数据的物流服务市场调查——以DF物流为例  

A Logistics Service Market Survey Based on Big Data Analysis of Consumer Behavior:A Case of DF Logistics Company

作　　者：江涌[1] JIANG Yong(College of Business, Liming Vocational University, Quanzhou 362000, China)

机构地区：[1]黎明职业大学商学院,福建泉州362000

出　　处：《黎明职业大学学报》2021年第1期49-57,共9页Journal of LiMing Vocational University

摘　　要：以DF物流为例,对消费者日常线上消费行为大数据如企业链接点击率指标、在同类服务中被消费者选择的次数指标、物流服务五星好评率指标等进行检验分析。结果发现,DF物流在进行促销活动后企业链接点击率显著增加,说明企业的促销活动有效;DF物流与XD物流在消费者接受程度方面没有显著差异;培训工作结束后DF物流的五星好评率并没有显著提高,说明第28周的培训效果并不理想。DF物流在营销工作方面应继续采取前期营销措施并进行改善;在竞争策略方面,以XD物流为参照开展市场竞争,包括价格战、产品战;在培训工作中应对培训方式和内容进行创新以提升培训效果。The big data of consumers’daily online consumption behaviors from DF logistics company were tested and analyzed in terms of the index of enterprise link click rate,the index of consumer preference over similar services,and the five-star review index of logistics services.The result showed that the click rates of corporate links increased significantly after DF logistics company carried out promotional activities,indicating the efficiency of the promotional activities;that there was no significant difference in consumer preference between DF logistics company and XD logistics company;the number of five-star reviews of DF logistics company did not rise significantly after the completion of the training,indicating that the training effect in the 28th week was not satisfactory.It was recommended that DF logistics company continue the previous marketing measures and make improvements;in terms of competition strategy,DF logistics company should compete with other logistic services via price wars and product wars;innovation in training methods and contents should be initiated to improve training effects.

关 键 词：消费者行为 大数据 物流服务 企业链接点击率指标 市场调查 

分 类 号：F724.6[经济管理—产业经济]