I 摘要 随着全球一体化进程的加速，“互联网+”在各行各业的全面发展以及国家政策 的扶持，跨境电子商务作为传统国际贸易的补充力量活跃在经济领域。伴随着经济 水平的提高，客户成为了除了产品、技术以外影响企业发展的重要因素之一，客户 的评价决定着企业在经济领域的发展前景客户满意度受到前所未有的关注，成为 了热门研究之一。本文聚焦亚马逊出口跨境电子商务平台的卖家满意度现状分析， 并提出提高卖家满意度的策略。 亚马逊凭借其强大的品牌号召力及广阔的海外电子商务市场，吸引了数以百 万计的中国卖家注册其跨境电子商务项目-全球开店。卖家在平台运营的过程中， 充分接触平台的政策、技术、服务、物流、结算等内容，根据自身体验而产生了卖 家满意度评价。目前，亚马逊跨境电子商务平台满意度存在较大的进步空间，主要 问题集中在服务的滞后、对卖家感知的欠缺、流程不完善、服务能力欠缺等。 本论文以亚马逊跨境电子商务卖家满意度现状为背景，通过文献学习，结合现 有的客户满意度模型，分析得出影响客户满意度的关键因子；通过“SWOT分析方 法”及“波特五力模型”对亚马逊跨境电子商务的内外部环境进行分析，同时通过定 量分析法，找到亚马逊跨境电子商务卖家满意度现状的问题，主要集中在“服务有 形度欠缺”“卖家感知缺乏”“投诉通道缺失”等部分；最后从技术改进、流程优化、 员工培养等角度提出切实的解决方案。 本论文的研究将有助于亚马逊跨境电子商务平台卖家满意度的提升，同时也 抛砖引玉为同行业企业卖家满意度的研究提供了借鉴，共同助力跨境电子商务行 业卖家满意度的提升。 关键词：跨境电商，客户满意度，亚马逊公司，卖家满意度，提升策略 ABSTRACT II ABSTRACT With the rapid development of Globalization, the prosperity of Internet Plus, and the support of National Policies, Cross-border e-commerce as the supplement of the traditional international trade is quite dynamic in economy. Customer and its satisfaction gets the most-ever attention now with the development of economy, and it also becomes one of the hottest study. And the evaluation of customer decides the future of enterprise in the field of economy. This paper is focus on the analysis of the Seller Satisfaction on Amazon Global Selling, and it comes up with strategies of seller satisfaction improvement. With the strong branding and oversea markets, Amazon Global Selling attracts more than millions Chinese Sellers to enroll. While in the daily operation of managing online store, sellers fully experience Amazon’s Policy, Technology, Service, Logistics, Payment and Checkout and so forth. Sellers rate the satisfaction based on their experience, which is where seller satisfaction comes from. Currently, Amazon Global Selling have a great of opportunities to improve sellers’ satisfaction, mainly including delay of service, insensitive perception for sellers, incomplete process and lack of service and etc.. This paper is based on the reality of Chinese Seller Satisfaction on Amazon Global Selling. With the learning of literature and the existing Customer Satisfaction Model, it analyses the key influential elements of customer service. By leveraging the SWOT model and Porter Five Forces Model, it explains the current internal and external situation that Amazon Global Selling faces with. Through Quantitative Analysis, it identifies the gaps of seller satisfaction that Amazon Global Selling has, which mainly reveals in the field of Service Tangibility, Sense of Seller Perception and Poor Complaint Channel. In the end, this paper suggests the strategic approaches to improve the Seller Satisfaction from advanced technology, process improvement, and employee growth perspectives. This paper aims at improving seller satisfaction, meanwhile, it will be a sample for the enterprises of Cross-border e-commerce industry. It will eventually benefit the seller improvement of the whole industry. Keywords: Cross-Border E-commerce, Customer Satisfaction, Amazon, Seller Satisfaction, Improvement Strategy 目 录 III 目 录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景 ............................................................................................................ 1 1.2 研究目的 ............................................................................................................ 2 1.3 研究意义 ............................................................................................................ 3 1.3.1 理论意义 ................................................................................................ 3 1.3.2 实际意义 ................................................................................................ 3 1.4 研究方法和思路 ................................................................................................ 3 1.4.1 研究方法 ................................................................................................ 3 1.4.2 研究思路 ................................................................................................ 4 1.5 研究内容框架与创新点 .................................................................................... 4 1.5.1 研究内容框架 ........................................................................................ 4 1.5.2 研究创新点 ............................................................................................ 6 第二章 相关理论与文献 ................................................................................................ 7 2.1 跨境电子商务概念 ............................................................................................ 7 2.2 跨境电子商务研究 ............................................................................................ 7 2.3 客户及客户满意度概念 .................................................................................... 8 2.4 国内外客户满意度研究 .................................................................................... 8 2.4.1 国外客户满意度研究 ............................................................................ 8 2.4.2 国内客户满意度研究 ............................................................................ 9 2.5 本章小结 .......................................................................................................... 11 第三章 我国跨境电子商务及亚马逊跨境电子商务现状分析 .................................. 12 3.1 我国跨境电子商务现状分析 .......................................................................... 12 3.1.1 国际环境 .............................................................................................. 12 3.1.2 国内环境 .............................................................................................. 12 3.1.3 我国出口跨境电子商务平台的运营模式 .......................................... 13 3.1.4 我国出口跨境电子商务发展现状 ...................................................... 13 3.2 亚马逊简介 ...................................................................................................... 16 3.2.1 亚马逊中国简介 .................................................................................. 16 3.2.2 亚马逊中国跨境电子商务项目（全球开店）简介 .......................... 16 3.3 亚马逊中国出口跨境电子商务内外部环境分析 .......................................... 16 3.3.1 内部环境分析 ...................................................................................... 16 目 录 IV 3.3.2 外部环境分析 ...................................................................................... 20 3.3.3 小结 ...................................................................................................... 23 3.4 本章小结 .......................................................................................................... 23 第四章 亚马逊出口跨境电子商务平台中国卖家满意度现状分析 .......................... 25 4.1 亚马逊跨境电子商务平台卖家满意度现状分析（基于平台数据） .......... 25 4.1.1 亚马逊出口跨境电子商务卖家满意度平台系统介绍 ...................... 25 4.1.2 亚马逊出口跨境电子商务中国卖家满意度现状分析 ...................... 26 4.1.3 小结 ...................................................................................................... 34 4.2 亚马逊跨境电子商务平台卖家满意度问卷调查和