拼多多运营状况和客户忠诚度调查分析(附调查问卷)

拼多多运营状况和客户忠诚度调查分析(附调查问卷)(论文17000字)
摘要
伴随者相关政策的出台，互联网服务行业呈现出非常广阔的市场机会。拼多多从无到有再到上市仅用了两年十一个月，刷新了互联网行业企业的最快上市记录。拼多多的运营模式一直是团购和微分销，通过薄利多销来销售商品，但是这也使得拼多多存在这假货低劣的状况。正是这一情况使得人们对于拼多多不敢恭维，而拼多多却似乎为了流量而对于这个问题不太上心。
本文旨在对拼多多的运营状况和客户忠诚度进行调查分析。针对运营状况和客户忠诚度的调查分析设计了一份问卷，问卷被调查者覆盖于全国各地，并且分布在各种城市，既有一二线城市，也有低线城市的调查数据。问卷主要调查人们对网购的一些习惯爱好，并且针对拼多多的客户使用体验以及忠诚进行了研究分析。
通过被调查者对于拼多多的主观印象和使用后的感受，结合文献资料，采用问卷调查法、文献资料法和综述法等了解拼多多现在的用户对拼多多的看法，以及对拼多多未来的展望，借由提出提高客户忠诚度的措施。
关键词：电子商务 拼多多 客户忠诚度

ABSTRACT
With the introduction of relevant policies, the Internet service industry presents a very broad market opportunity. It took only two years and eleven months for Pinduoduo to go public from scratch, setting a new record for the fastest listing of Internet companies. Pinduoduo's operation mode has always been group buying and micro-distribution, selling goods through small profits but quick turnover, but this also makes Pinduoduo suffer from the inferior quality of fake goods. It is this situation that makes people dare not compliment on the amount of effort they put together, while the amount of effort they put together seems to be less attentive to this problem for the sake of traffic.
The purpose of this article is to investigate and analyze the operation status and customer loyalty of Pinduoduo. According to the investigation and analysis of the operation status and customer loyalty, a questionnaire was designed. The respondents covered all over the country and distributed in various cities, including the first and second-tier cities and the survey data of low-tier cities. The questionnaire mainly investigates people's habits and hobbies of online shopping, and conducts research and analysis on the user experience and loyalty of numerous customers.
Based on the respondents' subjective impression and feelings after use, combined with literature, questionnaire survey, literature review and other methods are used to understand the opinions of current users and the future prospects of Pinduoduo, so as to propose measures to improve customer loyalty.
Keyword: Electronic commerce;Pinduoduo; Customer loyalty
 
目录
目录
摘要    I
ABSTRACT    II
目录    III
第一章导论    1
1.1、研究背景    1
1.2 论文研究的目的和意义    1
1.3 论文研究方法    2
1.3.1 主要研究内容    2
1.3.2 研究路线与方法    2
1.3.3论文研究结构图    3
第二章文献综述    4
2.1 一般模式下客户忠诚度研究    4
2.2 电子商务行业的发展与拼多多的运营概况    4
2.2.1国外研究文献综述    4
2.2.2国内研究文献综述    5
2.3电子商务背景下的客户忠诚度研究    6
第三章拼多多运营现状和客户忠诚度问卷调查    8
3.1问卷调查方法    8
3.2调查拼多多运营和客户忠诚度的问卷的设计    8
3.2.1问卷的设计    8
3.2.2问卷的发放和回收    9
3.3问卷统计分析    9
3.3.1问卷的统计分析方法    9
3.3.2问卷分析    10
3.3.3问卷小结    22
第四章提高拼多多客户忠诚度措施    24
4.1定位目标群体    24
4.2质量严格把关    24
4.3完善售后服务    25
第五章总结与展望    27
参考文献    28
致谢    30
附录    31