不同品类电商的顾客需求重要度对比与优化策略研究

Comparison and Optimization Strategies of Customer Demand Importance in Different E-Commerce Categories

摘要: 本文针对电商平台顾客需求研究中忽视品类差异的问题，以服装、美妆、家具、电子产品及生鲜五类电商为对象，结合模糊KANO问卷与质量功能展开(QFD)方法，系统分析不同品类顾客需求重要度差异，并将需求映射为功能服务要素重要度。研究发现：不同品类顾客关注点存在显著差异，如生鲜重时效、服装重退换货、电子产品重安全；功能服务要素中售后服务、商品满意度与购物流程普遍权重较高。基于以上结论，研究提出了“重点优化 + 协同完善”的差异化策略，为电商平台实现精准资源投放与体验优化提供决策依据。

Abstract: This paper focuses on the problem of neglecting category differences in customer demand research on e-commerce platforms. Taking clothing, beauty, furniture, electronic products, and fresh food as five types of e-commerce as objects, combined with the fuzzy KANO questionnaire and quality function deployment (QFD) method, the importance differences of customer demand in different categories are systematically analyzed, and the demand is mapped to the importance of functional service elements. Research has found that there are significant differences in customer concerns among different product categories, such as the emphasis on freshness, clothing returns and exchanges, and electronic product safety. Among the functional service elements, after-sales service, product satisfaction, and the shopping process generally have higher weights. Based on this, the study proposes a differentiated strategy of “key optimization + collaborative improvement” to provide a decision-making basis for e-commerce platforms to achieve precise resource allocation and experience optimization.