【摘要】：隨著電子商務(wù)行業(yè)的迅速發(fā)展,對(duì)于如何提升與退貨相關(guān)的售后服務(wù)質(zhì)量以及退貨管理等問題,越來越受到電商企業(yè)以及該行業(yè)的學(xué)者的關(guān)注。退貨管理的價(jià)值創(chuàng)造不僅來自企業(yè)自身,還與各個(gè)相關(guān)利益主體有關(guān),價(jià)值網(wǎng)絡(luò)是以顧客需求為核心由利益相關(guān)者之間相互影響而形成價(jià)值生成、分配、轉(zhuǎn)移和使用的關(guān)系及其結(jié)構(gòu),電商企業(yè)需要在價(jià)值網(wǎng)絡(luò)下制定退貨管理模式,提高消費(fèi)者滿意度、減少庫存積壓、提升企業(yè)形象、促進(jìn)電子商務(wù)發(fā)展、提高國(guó)家競(jìng)爭(zhēng)力等。本文以價(jià)值網(wǎng)絡(luò)理論、逆向物流理論以及電子商務(wù)理論為基礎(chǔ),綜合運(yùn)用文獻(xiàn)綜述、定量及定性相結(jié)合、國(guó)內(nèi)外對(duì)比分析等方法,對(duì)以下幾方面進(jìn)行了重點(diǎn)研究:(1)我國(guó)電子商務(wù)中退貨管理存在的問題和成因。通過對(duì)價(jià)值網(wǎng)絡(luò)與退貨管理關(guān)系的分析,以及對(duì)目前電子商務(wù)中退貨存在問題的調(diào)查,在價(jià)值網(wǎng)絡(luò)下分析電商退貨管理存在的問題及原因。(2)價(jià)值網(wǎng)絡(luò)下電商退貨管理模式分析。利益驅(qū)使今天,早已在企業(yè)之間埋下了行業(yè)價(jià)值鏈,但是對(duì)于以顧客為核心的價(jià)值網(wǎng)絡(luò)的形成還需各主體在各方面做進(jìn)一步的協(xié)作。傳統(tǒng)的企業(yè)經(jīng)營(yíng)方式已經(jīng)不能滿足電子商務(wù)行業(yè)的發(fā)展,電商企業(yè)的管理模式應(yīng)在價(jià)值網(wǎng)絡(luò)下制定戰(zhàn)略管理模式,對(duì)于居高不下的退貨問題,也應(yīng)納入企業(yè)戰(zhàn)略管理方針。并以實(shí)習(xí)的電商企業(yè)為例,獲得更多的相關(guān)的數(shù)據(jù)資料,更深入的了解電商企業(yè)的運(yùn)營(yíng)及退貨管理問題,有針對(duì)性的提出應(yīng)對(duì)措施。(3)價(jià)值網(wǎng)絡(luò)下電商退貨管理優(yōu)化。電商退貨管理高效的實(shí)施,需要政府加強(qiáng)對(duì)電子商務(wù)行業(yè)的監(jiān)督,對(duì)電商企業(yè)的管理與支持,加強(qiáng)相關(guān)法律法規(guī)的完善來保障消費(fèi)者權(quán)益;需要在價(jià)值網(wǎng)絡(luò)下對(duì)現(xiàn)代退貨管理模式進(jìn)行優(yōu)化,融合顧客、企業(yè)以及政府等;需要企業(yè)內(nèi)部以價(jià)值網(wǎng)絡(luò)為基礎(chǔ),對(duì)退貨時(shí)限、條件、方式等制度進(jìn)行完善。
[Abstract]:With the rapid development of e-commerce industry, how to improve the quality of after-sales service and return management related to return has attracted more and more attention of e-commerce enterprises and scholars in this industry. The value creation of return management comes not only from the enterprise itself, but also from the relevant stakeholders. The value network is the value generation and distribution based on the customer demand and the mutual influence of the stakeholders. The relationship between transfer and use and its structure, e-commerce enterprises need to establish a return management model under the value network, improve consumer satisfaction, reduce inventory backlog, enhance corporate image, promote the development of e-commerce, improve national competitiveness, and so on. Based on the value network theory, reverse logistics theory and electronic commerce theory, this paper makes comprehensive use of literature review, quantitative and qualitative analysis, comparative analysis at home and abroad, etc. This paper focuses on the following aspects: (1) the problems and causes of return management in electronic commerce in China. Through the analysis of the relationship between the value network and the return management, as well as the investigation of the existing problems in the E-commerce, this paper analyzes the problems and causes of the E-commerce return management under the value network. (2) the analysis of the management mode of the E-commerce return under the value Network. Today, interest has already buried the industry value chain among enterprises, but the formation of the value network with customer as the core still needs further cooperation from all aspects. The traditional management mode of enterprises can not meet the development of e-commerce industry. The management mode of e-commerce enterprises should be based on the value network to formulate the strategic management model, and the high return problem should also be included in the enterprise strategic management policy. And take the practice of e-commerce enterprises as an example, get more relevant data, more in-depth understanding of the operation of e-commerce enterprises and return management issues, targeted to put forward countermeasures. (3) under the value network e-commerce returns management optimization. The efficient implementation of E-commerce return management requires the government to strengthen the supervision of e-commerce industry, to the management and support of e-commerce enterprises, to strengthen the improvement of relevant laws and regulations to protect the rights and interests of consumers; It is necessary to optimize the modern return management model under the value network, to integrate customers, enterprises and government, and to perfect the system of return time limit, condition, mode and so on, based on the value network.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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