Research On The Development Of Online Retailers' Private Brands Based On Customer Satisfaction

With the development of Internet technology and the change of consumer consumption mode,online shopping has become an essential part of people's life,and the competition of online retailers in China has become increasingly fierce.In the competition,private brand is playing an increasingly important role for online retailers: not only can online retailers control the whole process of product development,production and sales,but also can effectively improve their corporate image.Therefore,more and more online retailers are paying attention to the development of their private brands.In order to understand the development of our country's network retailer's private brand,promote its steady and efficient development,and form a referential evaluation method,this thesis chooses customer satisfaction as an important index to measure the competitiveness of the network retailer's private brand.Through the analysis of the indices in the fuzzy evaluation method,this thesis explores the impact of the selected indices on the overall customer satisfaction in the empirical analysis,and then carries out the analysis of the evaluation indices,which can serve as a reference for the long-term development of our private brand of online retailers.This thesis analyses the characteristics and current development status of the network retailer's private brand in China,and evaluates the customer satisfaction of the network retailer's private brand by factor analysis and fuzzy comprehensive evaluation.Firstly,based on previous studies,through literature collation,the evaluation index of customer satisfaction of network retailer's private brand is determined,and the corresponding weight value of each index is determined by factor analysis method.On this basis,the evaluation index system of customer satisfaction of network retailer's private brand is constructed.This evaluation method can effectively overcome the subjective and arbitrary problems in the evaluation of customer satisfaction of network retailers' private brands,and also can improve the objectivity,accuracy and reliability of the fuzzy comprehensive evaluation by considering the weight of the indicators.Secondly,this thesis evaluates the customer satisfaction survey of onlineretailers' private brands by using the method of fuzzy comprehensive evaluation,and calculates the final score of the evaluation results to be 66.25,in order to judge the customer satisfaction of online retailers' private brands as general,which needs to be further enhanced.Finally,according to the evaluation results,this thesis puts forward corresponding suggestions from the overall thinking of the development of the network retailer's private brand,the development strategy of the network retailer itself and the external support of the network retailer's private brand development,and puts forward countermeasures for the healthy development of the network retailer's private brand in China.