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校园电子商务发展问题及其对策.docx
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校园电子商务发展问题及其对策.docx
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1
校园电子商务发展分析及改进对策
摘要:随着互联网通信技术和电子商务平台在中国的发展,校园电子商务也随之快速发展起来,
经营电子商务的企业、校园内电子商务主体、校园电子商务平台的发展、校园电子商务的欣然发
展与这些必要因素密不可分。
本文首先大体分析了一下校园电子商务发展的国内背景,研究分析了校园电子商务在电子商
务行业发展现状,明确电子企业对于校园电子商务发展,需把握电子商务企业与大学生群体的关
系,并分析指出当前校园电子商务消费主体的几大特点(1)缺少自我收入来源(2)追求效率,
网购便捷(3)追求前卫与时尚(4)消费趋向多元化(5)大学生消费群体对于网络使用的变化
等进行分析后,并针对校园电子商务发展中存在的主要问题,结合大学生的特点和电子商务企业
存在的问题,提出了校园电子商务企业发展的对策建议。
关键词:校园电子商务发展,大学生群体,电子商务企业
2
Campus E-commerce Development Analysis and
Improvement Countermeasures
ABSRTACT: With the development of Internet communication technology and E-COMMERCE
platform in China, campus e-commerce has also developed rapidly, these essential factors are closely
related to the development of e-commerce enterprises, the main body of campus e-commerce, the
platform of campus e-commerce and the pleasant development of campus e-commerce. Firstly, this
paper gives a general analysis of the domestic background of the development of Campus E-commerce,
studies and analyzes the status quo of the development of campus e-commerce in the e-commerce
industry, and makes it clear that the e-business enterprise has a great influence on the development of
campus e-commerce, it is necessary to grasp the relationship between e-commerce enterprises and
college students, and to analyze and point out several major characteristics of the current campus
e-commerce consumer (1) lack of self-income source (2) pursuing efficiency, online shopping
convenience (3) pursuit of Avantgarde and fashion (4) consumption trend diversification (5) after
analyzing the changes in the use of the network among college students, and in view of the main
problems existing in the development of campus e-commerce, according to the characteristics of
college students and the problems existing in e-commerce enterprises, this paper advances some
countermeasures and suggestions for the development of campus e-commerce enterprises.
Key words: Campus E-commerce Development, college students, e-commerce enterprises
3
目 录
第 1 章 绪 论..........................................................................................................................................7
1.1 校园电子商务的背景及意义....................................................................................................7
1.1.1 研究背景.........................................................................................................................7
1.1.2 研究意义.........................................................................................................................7
1.2 文献综述.....................................................................................................................................8
1.2.1 国内文献综述.................................................................................................................8
1.2.2 国外文献综述.................................................................................................................8
1.3 本文课题主要研究内容和方法.................................................................................................8
1.3.1 本文研究的内容.............................................................................................................8
1.3.2 本文研究课题的研究方法.............................................................................................9
1.3.3 完成本论文的技术路线.................................................................................................9
第 2 章 电子商务及校园电子商务相关概念解析................................................................................10
2.1 电子商务的概念及其特点......................................................................................................10
2.2 校园电子商务及特点相关概念..............................................................................................10
第 3 章 校园电子商务商务发展现状及人群主体分析........................................................................11
3.1 校园电子商务发展现状..........................................................................................................11
3.2 电子商务企业与校园电子商务人群主体的关系...................................................................11
3.3 校园电子商务人群主体分析..................................................................................................11
3.2.1 缺乏自我收入来源.......................................................................................................12
3.2.2 追求效率,网购便捷...................................................................................................12
3.2.3 追求前卫与时尚...........................................................................................................12
3.2.4 消费趋向多元化...........................................................................................................13
第 4 章 电子商务企业所存在的问题..................................................................................................14
4.1 电子商务企业低估了校园电子商务市场..............................................................................14
4.2 电子商务企业的产品质量及其真实度有待提高...................................................................14
4.3 电子商务企业售后服务有待提高...........................................................................................15
第 5 章 电子商务企业对于校园电子商务发展问题的改进对策........................................................16
5.1 产品需求...................................................................................................................................16
5.1.1 企业提供其物美价廉的产品需求...............................................................................16
5.1.2 企业提供个性化产品...................................................................................................16
5.1.3 企业需提高自身的产品质量与真实度......................................................................16
5.2 优惠方案...................................................................................................................................16
5.2.1 给予大学生群体优惠,提供分期免息服务...............................................................16
5.2.2 把握校园“时效性”市场...........................................................................................17
5.3 售后服务...................................................................................................................................17
5.3.1 企业可增加实体门店和线上电商的结合...................................................................17
5.3.2 改善售后问题的处理速度...........................................................................................17
5.3.2 建立明确的售后服务目标和承诺...............................................................................18
5.3.3 树立良好的品牌及其声誉...........................................................................................18
5.4 企业需把握移动电商的营销趋势...........................................................................................18
5.4.1 推广员模式...................................................................................................................18
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