坚果类产品在B2C平台营销中的用户体验研究

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摘要随着电子商务的快速发展，产品在电子商务平台、特别是B2C网络购物平台的交易额所占的比重越来越大，更多的消费者更倾向于在B2C平台购买产品。本文以坚果类产品在B2C平台的的营销，主要研究其不同的用户体验对其在B2C平台营销的影响。以此来更好的提高相关产品在营销过程中的用户满意度。46724

目前我国对B2C平台的营销主要体现在平台本身的研究，而没有深入的进行相关产品的用户体验研究。本文主要以系统为理论，案例为基础，通过数据分析的方法，得出结论。

本文的第一章主要就课题的研究意义进行相关阐述，然后查阅以往的相关文献，就目前国内外课题的研究现状进行分析，得出目前课题的主要研究方向和研究内容以及研究的必要性。

本文第二章主要就用户体验的理论就行研究和阐述，确定本科课题研究的重要意义及其相关影响因素。

本文第三章和第四章详细概述了本文的研究方法和提升用户满意度的重要内容，在理论的基础上，详细就其交互、设计、情感、服务等内容进行分析，说明用户体验的差异性对影响的重要影响。

本文第五章主要是实证研究，就三只松鼠和百草的坚果就行分析研究，考察京东商城和天猫上两种产品的用户体验，具体得出其用户体验暨用户满意度对其营销策略和营销成果的重要作用。

本文最后总结了研究理论，提出了研究存在的问题和局限性，并对未来的研究提出了构想。

本文研究的目的主要在于用户体验在B2C平台中营销的重要作用，希望通过本次研究，对相关企业在B2C平台的营销提出来可行性的建议，并希望起到推动作用，为提高用户满意度做出努力。

关键词：用户体验坚果 B2C平台营销

ABSTRACT

With the rapid development of electronic commerce，Products in e-commerce platform，Especially proportion of the turnover of the B2C online shopping platform is more and more big，More consumers tend to buy the B2C platform products. Based on the nuts product marketing in B2C platform，In order to better improve customer satisfaction in the process of related products in the marketing

B2C platform of marketing in China is mainly manifested in the platform itself, not in-depth user experience research on related products. This paper mainly on the theory of system, case as the foundation, through the method of data analysis, draw the conclusion

The first chapter of this article main research significance of the topic research, then review of previous literature and research status at home and abroad is analyzed, indicates that the main research direction and the subject, content, and the necessity of the study.

In this paper, the second chapter mainly user experience research and the theory of the paper, to determine the significance of undergraduate research and its related influencing factors.

Chapter 3 and chapter 4, this paper has a detailed overview of the research methods of this article and promote the important content of customer satisfaction, on the basis of the theory, and their interaction, detailed design, emotion, service content, such as analysis, illustrate the differences in user experience to affect important influence.

Chapter v of this article is mainly an empirical study, the three little squirrels and nuts of the analysis and study grass bouquet, jingdong mall and on the day the cat two products of user experience, specific to draw its user experience and user satisfaction to their marketing strategy and the important role of the marketing achievements.

Finally, the paper summarizes the research theory, this paper puts forward the problems existing in the research and limitations, and puts forward ideas for the future research.