关于生鲜电子客户体验优化研究

Fresh E-commerce Customer Experience Optimization Strategy Based on AHP-GRAY Model

消费者作为生鲜电子商务市场的主体,优质的客户体验是生鲜电子商务发展的核心,但来自于物流配送,营销模式,企业等多方面的因素依旧制约着客户体验的改善;通过搜集生鲜电子商务发展的相关材料和数据,分析制约客户体验的多方面因素和发展策略,并运用层次分析法(AHP)和灰色关联分析法(GRAY)相结合来分析制约因素的权重,计算发展策略的关联度,确定策略的重要性;结果表明:营销压力、消费者群体、物流成本权重较大,配送环节的关联度高达0.627 0,生鲜电子商务应该把客户体验的重点放在物流体系的建设和完善上,同时增强信息搜集和数据处理分类以实现精准营销。

Consumers are the main body of fresh consumer e--commerce market. High--quality customer experience is the core of the development of fresh electronic commerce. However, many factors such as logistics distribution, marketing model and the enterprise still restrict the improvement of customer experience. Through collecting the related materials and data of the fresh e--commerce development, this paper analyzes the factors and strategies that restrict customer experience. We combine the analytic hierarchy process （AHP） and correlation analysis method （GRAY） to analyze the weight of the restricting factors, to calculate the correlation of the development strategies, and to determine the importance of the strategies, Result shows that the marketing pressure, consumer groups and logistics cost are significant. The correlation of the distribution is up to 0. 627 0. Fresh e--commerce should focus the customer experience on the construction and improvement of logistics system. Meanwhile, it should enhance the informa- tion gathering and data processing to achieve precision Marketing.