1、 毕 业 论 文 题目：B2C 网站消费者行为分析及对策研究 I 摘 要 B2C 电子商务模式作为电子商务的主流模式，具有快捷、方便、成本低廉等优势， 该模式突破时空界限，即时与全球消费者互动，实现个性化营销，能实时配送商品，发 展非常迅速。同时，B2C 电子商务在业务流程及客户服务方面存在局限性，其很大程度 上是由于消费者行为引起， 只有对 B2C 网站消费者行为进行系统分析， 才能有效弥补 B2C 模式的不足。本文对 B2C 网站消费者的行为特点、购买过程，尤其是购买行为的影响因 素进行了阐释，并基于 B2C 网站消费者行为影响因素，从价格、信誉、交易安全、物流 配送、产品、服务、营销互动
2、七个方面提出了改进对策。本文的探索和研究可以为企业 有效开展 B2C 电子商务提供指导和借鉴，有助于企业根据消费者行为特征组织有关的生 产与经营活动，提高市场营销活动绩效，增强市场竞争力与抗风险能力，促进企业以及 行业的持续健康稳定发展。 关键词：B2C(企业对消费者)电子商务；消费者行为分析；改进对策 II Abstract As a mainstream mode of e-commerce, B2C e-commerce model, with a fast, convenient and low cost advantage, the model excssded the bounda
3、ries of time and space, real-time interaction with consumers around the world, personalized marketing, real-time delivery of goods, developing very rapidly. B2C e-commerce business processes andcustomer service has limitations, largely due to consumer behavior, the only systematic analysis of the co
4、nsumer behavior of the B2C website in order to effectively compensate for the lack of B2C model. Consumer behavior characteristics of the B2C website buying process, especially factors affecting buying behavior is explained, and influencing factors of consumer behavior based on B2C websites, from th
5、e price, reputation, transaction security, logistics and distribution, product, service, marketing seven interactive aspects of the improved response. Of exploration and research can provide guidance andreference for enterprises to effectively carry out the B2C e-commerce to help enterprise organiza
6、tion based on the consumer behavior characteristics related to production and business activities, improve the performance of marketing activities, and enhance market competitiveness and ability to resist risks. Promote the healthy and stable development of enterprises and industry. Keywords: B2C (business to consumer) e-commerce; analysis of consumers behavior; countermeasures III 目 录 摘 要 . I AbstractAbstract II 绪 论 1 1、 问题的提出. 1 2、 国内外研究动态. 1 3、 研究的主要内容与组织结构. 2 一、 B2C 电子商务模式及网站消费者行为概述 . 3
