| Along with the rapid popularization of the Internet and the booming Internet economy, online shopping has become a highly popular shopping pattern for consumers; online store this ranks of network army is growing up. At present, China's C2C network market shows a dominant situation in Taobao, and more and more network operators set up shops on Taobao. When some Taobao shops development to the crown level, accordingly they will have a stable and loyal customer base, high credit value and a large online shop flow. These factors will promote the online shop long-term development, and they are of the important manifestation of the online shop the successful operation. Research these online shop retail elements how to affect online shop operating results has some real meaning and value.With the research to the typical Chinese C2C website Taobao's crown shop, this paper researches online shop retail elements how to affect online shop operating results successful from the perspective of online retailers. This dissertation is under the systemic guidance of the foreign and domestic scholars'study of the successful factors for the online shop operating successfully, and combined with the actual operating system of Taobao, make the model of operating results which is affected by shop interface, product features, product pricing and promotion, and shop service quality and consumer perception. Afterwards, using Women's class, the Phone and Cosmetics crown online shops as the sample and making collection of the data from related online shop to study the influence of the different entertainment functions on them. Finally, data analysis showed that Shop interface, product features, product pricing and promotion and consumer perceived quality is influence remarkable to the operating results of crown online shop. However, the online shop service project does not affect the relationship significantly.This paper is divided into six chapters:the first chapter is the introduction part, which introduce the background for choosing this topic, the significance of the study, fundamental research method and the creation of this dissertation. The second chapter is the literature review to introduce the concept of the network stores and the analysis of strengths and weaknesses firstly, and then summarize the research of domestic and international predecessor on the online store and e-marketing. The third chapter introduces Taobao site and its crown online shop briefly. The fourth chapter is the research design part of this paper. This part makes the model of which factors affect Taobao crown online shop operation successful. Chapter five for the data analysis section makes Taobao crown online shop as its study object. With the data coming from the fixed amount investigation and the multiple regression analysis of them to study which retail elements are more influential to the operating results of crown online shops. So as to find the shortcomings of Dalian's shopping malls then make a solution; the sixth chapter is the collusion of this dissertation and the outlook and suggestions for the online shop operators in the future. |
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