大中学生淘宝网站消费市场调查报告.docVIP

目 录 1.受访者基本特征分析······································1 1.1 受访者性别分布·····································1 1.2 受访者年级分布·····································1 1.3 受访者月均生活费分布·······························2 1.4受访者平均每月在淘宝网上花费分布····················3 1.5受访者在淘宝网上购买产品分布·······················4 2．淘宝网消费者网购消费行为分析··························5 2.1 对淘宝网的初步印象·································5 2.2 受访者对淘宝的评价································5 2.3 受访者对淘宝的偏好及选购原因······················5 3. 以下是对受访者满意度的调查分析····························6 3.1 网购中广告信息的满意度分析·························6 3.2 增值服务满意度分析·······························6 3.2.1 消费者保障服务································7 3.2.2 对个人信息的保密程度························7 3.2.3 卖家售后服务·································8 3.2.4 对于淘宝网物品分类、货物种类、商品的外观及质量真实性的满意度分析·······································8 4.在淘宝网站购物的影响因素······························8 4.1 在淘宝网站上搜索您想要的商品会花费的时间·········9 4.2 购买的商品有质量问题时的做法······················10 5.结论与建议············································12 5.1支付方式改进策略···································12 5.2操作系统改进策略 ··································13 5.3网页设计改进策略···································13 5.4淘宝网的品牌营销改进分析···························14 5.5信用机制体系分析···································14 5.6 物流配送······································15 5.7淘宝网发展模式建议·······························15 5.7.1 线下实体店·································16 5.7.2 统一物流···································16 5.7.3发展区域联盟································17 5.7.4专卖店型·····································17 5.7.5超市型·······································17 大学生淘宝网站消费调查 概 况 调查目标：对“淘宝网”的发展现状及方向进行调研和探讨，并为写大学生淘网站消费调查报告提供必要的数据分析。 调查时间：2011年5月2日-----2011年5月5日 调查方式：调查分析法，通过对在校大学生进行了问卷调查，然后统计、分析、得出结论。 调查地点：湖南商学院北津学院 样本情况：共发放问卷120份，回收问卷120份，回收率为100%，其中无效的有8份，有效率为93%。 1. 受访者基本特征分析 1.1 受访者性别分布 （见表1—1） 表1-1 受访者性别分布 频率 百分比 有效百分比 累积百分比 8 6.7 6.7 6.7 女 73 60.8 60.8 67.5 男 39 32.5 32.5 100.0 合计 120 100.0 1