Online Marketing Strategy and Service Quality Evaluation System: An E-commerce Perspective

Abstract

Electronic commerce is an important industry in modern service industry; it has changed the way of production and consumption patterns. In this paper, we have constructed the evaluation system of e-commerce service quality. In the empirical section, we identified five indicators in the evaluation system as tangibles, reliability, responsiveness, assurance and empathy. At the same time, using the analytic hierarchy process to quantify the evaluation index system of service quality, and then analyze the weight of each index. The result shows that evaluation system will effectively promote the enterprise to control the customer's perception and needs, so as to continuously improve the service quality and competitiveness of enterprises. According to China's e-commerce research center, the latest release of the 2014 annual China e-commerce market data monitoring report shows that in 2014, China's e- commerce market transactions amounted to 13.4 trillion RMB, an increase of 31.4%. Among them, B2B e-commerce market transactions amounted to 10 RMB, an increase of 21.9%. Online retail market transactions amounted to 2.82 trillion RMB, an increase of 49.7%. 2014 e-commerce market segments of the industry structure, B2B e-commerce still account for a dominant position, overall accounted for slightly reduced to 74.6%. In addition, online shopping accounted for a small margin of improvement, from the previous year's 17.6% to 21%. 2014 by the economic downturn in China's economic growth, economic growth slowed down, and B2B e-commerce market growth rate corresponding decline, the overall proportion of the relative reduction. At the same time, with the increasing maturity of the network shopping industry development, each business enterprise in addition to based on the online shopping market of deep ploughing and meticulous work, and constantly expand the category and optimization of logistics and after-sales service outside, in actively to three or four lines of urban and rural market expansion, prompting growth accelerated. The report shows that as of December 2014, e- commerce service enterprises directly employed more than 2500000 people. Currently, the number of people driven by e-commerce has more than 18 million people. With the continuous expansion of the scale of e-commerce, the government to vigorously promote the development of electricity suppliers, e-commerce for courier and other downstream industries has a strong role in driving, thus derived from a substantial increase in the employment market. Followed by customer service, distribution, technology and other positions in short supply. The report shows, 2014 Chinese B2B e-commerce market transactions amounted to 10 trillion RMB, an increase of 22%. 2014 B2B market to achieve steady growth, mainly due in two aspects, one is B2B services providers continue cultivating information service platform by improve the quality of information service, accurate search and push etc. measures to improve the quality of service. Two is to continue to explore the development of online transactions, the major B2B platforms are