Dynamic analysis and evaluation model of customer satisfaction in network economy environment

Network enterprise is a comprehensive utilization of the computer technology, network technology and communication technology, the traditional enterprise organization structure, business process, management thought has carried on the comprehensive reorganization and reconstruction of a new type of enterprise organization form, is a kind of flexible, virtual, golden ball, under the computer control of enterprise, is a dynamic and fast learning type enterprise, It has the following characteristics:

Globalization. Network economy is an all-weather economy, but also a global economy. The economic activities based on network reduce the restriction of space and time factors to the minimum, and the economic activities based on network greatly accelerate the globalization process of the whole economy, and the interdependence of the world's economies has been strengthened unprecedentedly. Network enterprises mainly communicate with suppliers, agents, customers and partners through E-mail. Their business scope is global, and their capital, management, talent and resources come from all over the world.

Agility. Thanks to the widespread use of computer network technology and communication technology, enterprises are able to respond to events with great speed. New product needs can be quickly identified, products can be brought to market, new services can be implemented, customer needs can be met, inventory and distribution can be controlled. Network enterprises rely on rapid response, self-adaptation and adjustment ability in the fierce competition environment in an invincible position.

Virtualization. Virtuality is the biggest characteristic of network enterprises. It means that an enterprise or several enterprises take resources as the core, and realize the best combination of resources and the rapid development of enterprises through a network alliance, relying on information, in order to implement specific corporate strategic goals. Virtual enterprises only retain the key functions and functional departments, while other functions and functional departments are imaginary or omitted. With the help of flexible operation mechanism, virtual enterprises can market risks and make full use of resources.

Flexibility. Network enterprise is a dynamic combination of core competitiveness of different enterprises. Through this combination, enterprises have strong market competition ability to adapt to the rapidly changing market. In addition to the above characteristics, network enterprises also have the characteristics of knowledge, intelligence, learning organization and so on.

Network products and their characteristics

Network economy is operated by means of network products, which are interwoven by network nodes and network lines, including the hardware and software products and their services that constitute the network. Compared with traditional physical products, network products have their own unique attributes:

Network externalities

Network has a strong externality and positive feedback, the more consumers, the greater the value of the network, the greater the demand for the network. In the era of network economy, the network value of network product or service is more important than its own value. According to Metcalfe's rule, the value of an online product is proportional to the square of the number of consumers connected to the Internet, and each new online consumer has access to more information because someone else is connected to the Internet.

Variability and public goods

Since network products are mainly composed of bits, their manufacturers will lose control of the authenticity of the products after sale, that is, consumers can modify and combine the network products after buying them, thus changing the original product and making it possible to formulate products according to customers' individual needs. At the same time, network products have the characteristics of public goods, which can be used by multiple people at the same time without affecting the interests of others.

Experiential and trusting

Network products are experiential products. Before using them, consumers can hardly judge their real value. Only after using or serving them can consumers know their nature and quality. At the same time, network products are a kind of trust products. Consumers may lack relevant knowledge when using network products, so they cannot judge the quality of the products even after using them. Therefore, consumers must rely on external and personal information to better understand the quality of online products.

High fixed cost, low marginal revenue

Network products take knowledge as the main production factor, often need a lot of funds and the cooperation of multiple technical personnel, so network products usually have the characteristics of one-time high cost input, low cost and multiple replication. The cost structure of high fixed cost and low marginal cost makes network products pursue high output. The more network products are produced, the lower their average cost will be.

The winner takes all

In the networked economy, consumers face lock-in when the cost of transferring technology from one brand to another is very high. When consumers initially choose a certain network product, and spend a lot of time, energy to learn, practice, and reach a fairly familiar degree, even if he is faced with a better network product, he will not easily accept, this is the so-called "consumer lock-in effect".