摘要本文基于文献研究法、对比分析法和问卷调查法，用中国互联网络信息中心、联商网、 问卷调查以及新闻的相关部分数据，对物美“双十二”活动在电子商务大背景下的发展现状 以及未来出路进行了存在的问题和对策建议的研究，结果发现了宣传不到位，引起消费者不 满；服务质量不佳，购物体验差；大成本培养出错误消费观，活动过后出现疲软；移动支付 的不安全性；物美门店覆盖率太低，没有线上活动互相映衬；“双十一”透支消费者消费力； 消费者性别不均衡，单一消费者体验不佳的七个问题，本文认为应该采取以下七个对策建议： 加大力度进行有针对性的全面宣传；提高服务质量，改善购物体验；培养正确消费观，培养 顾客忠诚度；完善移动支付的环境，增加顾客信息的安全性；提高门店覆盖率，与线上活动 相结合；吸引男性消费者和单一消费者；发展优势行业，完善退货服务。综上所述，本文认 为物美携手线上，成为一个多渠道销售商。89053

ABSTRACT This paper is based on literature research, comparative  analysis  and questionnaire survey , with the China Internet Network Information Center, the business network, the questionnaire and the relevant part of the news data, in the background of the development of e-commerce and the future development of the existing problems and countermeasures proposed research for Wu Mart “double twelve”activities。 The results found that publicity is not in place, causing consumer dissatisfaction; Poor quality of service, poor shopping experience; Big cost  to cultivate the wrong consumption concept, after the event appeared weak; The insecurity of mobile payments; Wu Mart store coverage is too low, no online activities against each other; "Double eleven" overdraft consumer spending power; Unbalanced consumer gender, poor experience of a single consumer。 This paper argues that the following seven countermeasures should be taken: Increase efforts to carry out targeted comprehensive publicity; Improve service quality, improve shopping experience; Cultivate the correct consumption concept, cultivate customer loyalty; Improve the mobile payment environment, increase the security of customer information; Improve store coverage, and online activities combined; Attracting male consumers and single consumers; Development advantages of industry, improve the return service。 In summary, this paper believes that Wu Mart will work together to become a multi-channel vendors。

毕业论文关键词：物美；双十二现象；经济学思考；移动支付

KEY WORDS :Wu Mart ； Double twelve phenomenon ； Reflections on Economics；Mobile Payment

目录

一、 引言 6

（一） 研究背景与意义 6

（二） 文献综述 6

1、国内对线下商超在电子商务背景下的研究 6

2、国外对“双十二”的研究 7

（三） 研究方法 7

二、 物美“双十二概述、特征 7

（一） 物美“双十二”概述 7

（二） 物美“双十二”的特征分析 7

1、 与其他线下商超的共同点 7

2、 物美“双十二”的特殊性 7

三、 物美“双十二”源Y于U优I尔O论P文W网wwW.yOueRw.com 原文+QQ75201-8766 的发展现状 7

（一） 问卷设计