Research On Service Quality And Promotion Strategy Of Onion O’MALL Cross Border E-commerce Platform

Cross border e-commerce platform has become the main place for domestic consumers to purchase imported products.In 2012,China issued a series of policies for cross-border e-commerce industry,and the promotion of policies cleared the obstacles for the development of cross-border e-commerce.As of December 2019,there are 59 cross-border e-commerce comprehensive test areas in China,with transaction volume exceeding 10 trillion yuan and online shopping population exceeding 1.9 billion.The rapid development of the industry not only brings convenience to consumers,but also brings huge pressure to cross-border e-commerce.Onion o’mall is an international cross-border direct sale e-commerce platform under onion group,which was officially launched in 2014.The platform runs in the trend of cross-border e-commerce platform with the development concept of "brand direct sale+efficient sale+high quality profit".From the original five partners to the current 530000 franchisees,the rapid development of the platform not only makes the pressure of marketing and promotion,but also brings a series of problems of service quality.In this paper,the onion o’mall cross-border e-commerce platform as the research object,taking service quality as the starting point,through literature research,questionnaire survey,case analysis and other research methods,the onion o’mall cross-border e-commerce platform service quality status analysis and promotion strategy research.First of all,it elaborates the relevant theories of service quality and e-service quality,defines the relevant concepts of cross-border e-commerce and customer satisfaction,and selects security,logistics service,ease of use,customer service and popularity as the service quality dimensions of this study in combination with the advantages of onion o’mall cross-border e-commerce platform and business model.Secondly,interview survey and questionnaire survey are carried out for onion platform owners,service providers and members,and the current situation and problems of service quality of onion o’mall cross-border e-commerce platform are analyzed from the perspective of consumers.Finally,the paper puts forward corresponding service quality improvement strategies for the five dimensions of service quality of onion o’mall cross-border e-commerce platform,including security,logistics service,ease of use,customer service and popularity.