| In recent years,as a typical representative industry of Chinese Internet economy,the domestic online retail industry in China has been realizing a prosperous development.First,the domestic online retail keeps developing continuously and rapidly.During the first half of 2014,the total volume of online retail sales of China has increased to 1.0856 trillion yuan.Compared to the number of 754.2 billion yuan during the same period of 2013,the domestic online retail achieved an overall increase of 43.9%in percentage.Secondly,online retail has become an important driving force to boost domestic economic growth.In 2013,9 domestic online retail enterprises have accounted for 20.7%of the total sales of the top hundred retail enterprise.Thirdly,the online retail has become one of the major forces which support the domestic economy normal situation as an emerging industry.Meanwhile,with the explosive growth of the domestic online retail industry and the intense competition,although the key importance of online retail customer experience keeps rising in recent years,the fast development of domestic online retail industry brings many various problems to domestic online retail,which prevents the enhancement of online retail customer experience.Therefore,how to improve customer experience,and how to improve the degree of customers' acceptance and preference of the brand,has become the key concern of the managers in domestic online retail field,which is a dual key issue both beneficial in supplying effective practical guidance and strategic thinking.This research begins with the concept of 'customer experience' which is most concerned and emphasized by domestic online retail industry.And through considering comprehensively the present situation and the characteristics of the domestic online retail industry,this research aims to explore how to solve some key issues in the domestic online retail development as follows:Which are the main antecedent factors that can enhance the online retail customer experience?Can these antecedent factors be theoretically defined and structured in a reasonable logic as well as in an integrative form?How can these antecedent factors promote the online retail customer experience,and thus improve the online retail brand?Taking the domestic famous leading online retail companies for example,how do their innovative practice promotes the online retail customer experience and their online retail brands?How do they successfully support the above innovative practice?Based on all the questions above,the objects of this research are chosen as these four variables:the online retail customer experience equity,the online retail customer experience,the online retail brand image and the online retail brand equity.This research has the following positive significance:in the aspect of theory,it expands and broadens the research perspective as well as the research logic,which is,for the related researches within online retail field.supplement and enrich the customer experience within the retail network,brand image and Related theory system interests.In the aspect of management practice,this research is useful in promoting research network of retail customer experience and network performance level performance level of integrated retail brand promotion,and benefit the online retail enterprise resource integration and innovation to improve the network of retail customer experience,Internet retail brand innovation and promoting healthy Reactions between three aspects.The main contents of this research:Chapter 1-The Overall Introduction,mainly introduces the research background,significance,methods,techques,innovation points;Chapter 2-The Literature Integration and Review,mainly integrating and reviewing the the domestic and foreign literatures related with the subject of this research;Chapter 3-variables,assumptions and model building,mainly obtaining the variable factors and supposing the hypotheses of this research this study through literature review,through qualitative analysis to and then build a theoretical model used in this study;the first Empirical research design and prepare chapters,mainly empirical research design and tools ready,through sample selection and sample analysis to determine the final survey questionnaire;empirical research chapter network of retail customer experience and interests EEF(EBC)Model mainly through empirical analysis and test constructed network of retail customer experience equity EBC model of the present study;Chapter 6 is the empirical research for the CIE model and EBCIE model,mainly structuring and building the CIE model and EBCIE model by the empirical tests and analysis;Chapter 7-The Case Study for The Innovative Promotion of Online retail Customer Experience and Online Retail Brand,it mainly structures the power system model and overall implementation path model for the innovative promotion of online retail customer experience and online retail brand.;Chapter 8-The Conclusions and Prospects,it mainly summarizes the research results,the management implications and the research limits,and points out the future research directions.This research has the following innovation points:(1)building and validating the system model of the online retail customer experience equity factors,as well as the system model of the subdivided categories of the online retail customer experience equity factors(ie.the EEF/EEFSC Model);(2)building and validating the promotion mechanism model of the online retail customer experience based on the online retail customer experience equity(ie.the EBC Model);(3)structuring and validating the mechanism models related with the promotion of the online retail brand(ie.the CIE/EBCIE Model);(4)concluding and structuring the 'MEET' promotion power system model as well as the overall implementation path model for the innovative promotion of the online retail customer experience and the online retail brand. |
PDF Full Text Request