論客戶旅程視角下園林產業互聯網平臺的用戶行為與營銷策略

Abstract

In recent years, with the in-depth implementation of China's "14th Five-Year Plan" and the vigorous development of the digital economy, accelerating the development of the Internet and building a digital China have become critical engines driving high-quality economic and social development. As a pivotal sector in ecological civilization construction, the gardening industry has actively responded to national calls and embraced the wave of Internet transformation. Driven by both policy guidance and market demands, gardening industry Internet platforms have emerged, leveraging advanced technologies such as the Internet, big data, and artificial intelligence to provide efficient and convenient services to gardening enterprises and customers. However, despite the continuous growth of the market scale of the gardening industry Internet platforms, there are still many deficiencies in user behavior analysis, precision marketing, personalized services, and other aspects, constraining the platforms' development potential. Therefore, a profound exploration of user behavior characteristics and marketing strategies on gardening industry Internet platforms is of great significance in promoting the industry's Internet transformation.

This study aims to conduct an in-depth investigation of user behavior on internet platforms in the gardening industry from the perspective of customer journeys and propose optimization suggestions combined with marketing strategy research. The research content primarily encompasses the following aspects: Firstly, through a literature review, we sort out user behavior on Internet platforms, customer journey theory, and their applications in marketing, constructing the theoretical foundation and analytical framework for this study. Secondly, taking Xiaomifeng Network as an example, we thoroughly analyze the current development status and marketing strategy issues of its internet platform through methods such as questionnaires, expert interviews, and case studies. Then, based on customer journey theory, we divide the user journey into four stages: awareness, consideration, purchase, and usage & sharing, proposing specific marketing strategy optimization measures for each stage. Finally, we establish an evaluation index system to assess and analyze the implementation effects of these optimization measures. Through these research contents, this study seeks to provide theoretical support and practical guidance for user behavior analysis and marketing strategy optimization on gardening industry Internet platforms, promoting the industry's Internet transformation and high-quality development. The key findings of this study are:

(1) This study first extensively reviewed and analyzed existing literature, successfully extracting several key factors that determine user behavior in a networked environment: brand image, perceived quality, perceived value, user satisfaction, and customer journey. Following this, we conducted an in-depth analysis and clearly defined each factor, hypothesizing their potential interaction mechanisms. Based on this, we meticulously constructed a conceptual model of factors influencing user behavior, aiming to comprehensively reveal how these variables collaboratively affect user behavior. To validate the model's validity and accuracy, we further designed measurement model hypotheses, utilizing specific quantitative indicators and evaluation methods to precisely capture and reflect the actual effects and interrelationships of variables within the conceptual model. This series of work not only enriched the theoretical framework for user behavior research on gardening industry Internet platforms but also laid a solid theoretical foundation for subsequent data collection, processing, and analysis in empirical studies, providing clear guidance and practical paths for formulating targeted marketing strategies.

(2) Based on a thorough analysis of user behavior data, this study delved into the internal mechanisms and degrees of influence of core variables such as brand image, perceived quality, perceived value, and user satisfaction on user behavior. To gain insights into the potential moderating effects of customer journeys, we innovatively employed grouped structural equation modeling and unconstrained product term structural equation modeling for empirical testing. In the initial analysis, without considering the moderating effects of customer journeys, the study found that brand image had a significant positive effect on perceived quality. Subsequently, improvements in perceived quality significantly enhanced users' perceived value and satisfaction. Perceived value not only directly improved user satisfaction but also significantly promoted positive changes in user behavior. Meanwhile, user satisfaction, as a crucial mediator, directly and positively impacts user behavior. Furthermore, when incorporating customer journeys as a moderating variable into the analytical framework, the study revealed its unique dual role: on the one hand, customer journeys directly and significantly enhanced user satisfaction; on the other hand, they negatively moderated the relationship between perceived quality and user satisfaction, demonstrating a complex moderating mechanism. This finding suggests that customer journey experiences may, to some extent, diminish the direct contribution of product quality improvements to user satisfaction. Among the factors influencing user behavior, perceived quality stands out as the most critical due to its direct and significant impact. Simultaneously, the introduction of customer journeys provides a new dimension for analyzing user behavior, emphasizing the central role of the entire experience in shaping user satisfaction and ultimate behavioral decisions.

(3) Given the above research insights, XiaoBee has implemented a series of multi-dimensional marketing strategy optimization measures, aiming to comprehensively enhance the user experience and enhance the value of the platform. The level of user journey optimization focuses on three core points: first, the intelligent upgrade of CRM operation tools to realize the refinement and personalization of user management; second, to accelerate the Internet process of user contacts to ensure the seamless connection and efficient interaction of user contact points; and third, to promote the digital transformation of full business links, and to bring users a convenient experience of the whole process from browsing to transaction. In order to improve the quality of the platform’s perception, Xiaobee not only focuses on the beauty and functional upgrade of the official website, but also goes deep into the product and service details, striving to exceed the expectations of users. By introducing novel and interesting content, enriching the functions of the platform, stimulating the enthusiasm of users for participation, paying special attention to the optimization of the B-end user experience, and striving to meet the diversified needs of various types of users. To strengthen the platform's perceived value, Little Bee Net has adopted a series of innovative strategies. It strengthens the power of word-of-mouth marketing, while improving the acuity and creativity of network marketing, and abandoning the shackles of traditional marketing thinking. In addition, Little Bee has also strengthened the introduction and training of e-commerce professionals, built a user-centered marketing ecology, and continuously enhanced the sense of belonging and value identification of users through the integration and growth system and mechanisms. In terms of brand image building, Little Bee has clarified the two-wheel driving strategy of brand and channel construction. It has continuously improved the market penetration of the brand and user loyalty by innovating ecological mechanisms, deepening the communication of brand cultural connotation, and accurate market positioning. In order to ensure the effective implementation of these optimization measures, the small bee network has formulated comprehensive safeguard measures, covering the organizational structure adjustment, resource allocation optimization, performance evaluation system improvement, and other aspects, providing a solid backing for the successful implementation of the strategy.

Date of Award	23 Jan 2025
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Jane LU (Supervisor) & Qiying Hu (External Supervisor)