论文总字数：25594字

摘 要

随着电子商务的逐步发展，各大电商平台已在全国高校设置了快递点,如菜鸟驿站、丰巢等,使大学生网购变得非常便利。但同时，对于一些生活日常用品和方便速食商品，学生们仍需去学校便利店购买。南京工业大学校园面积大、人数多，购物不便利性、排队时间长、商品类型缺乏等因素影响学生的购物满意度。

目前，8天APP作为校园零售电子商务的一个代表平台，已在江苏省各大高校广泛使用。然而以往的研究没有彻底的解决校园零售存在的供不应求和购买繁琐的问题，本文将以8天APP为例针对这些问题展开进一步探究。

第一，查阅相关文献关于校园电子商务、校园零售以及物流末端配送的详细信息，结合当前高校内对于校园零售的相关政策，通过对文献的梳理，找出本文研究的主攻方向：校园零售和校园末端配送两个方面。第二，基于生活体验总结和调查问卷，对当前高校内学生购买零售方式和8天APP的使用情况进行统计调查，通过调查的数据进行8天APP用户行为的初步分析。另外通过爬虫等方法把爬取APP的官方微博及用户评论的数据，使获得的数据更为全面，更为可靠。第三，回收问卷，并对问卷中的数据分析并检验假设。通过SWOT分析、文本情感分析、用户行为分析等方法发现APP目前仍存在的问题和要改进的地方。最后，根据之前发现的问题，提出可行性建议。

在理论方面，本文研究角度将另辟蹊径，将校园零售与末端配送结合讨论，以8天APP为例对新型校园电子商务的情况进行分析。通过实际问卷调查、用户行为分析并结合可行性建议提来提高APP的服务质量和效率，为今后的校园零售开创新的方式同时在一定程度上缓解校园实体零售店的压力。

关键词：校园零售 末端配送 用户行为分析 校园电子商务平台

Problem Analysis and Countermeasure Research of 8-day APP System Based on Data Mining

ABSTRACT

With the gradual development of e-commerce, major e-commerce platforms have also established delivery points in universities across the country, such as cainiao post, fengchao and so on. These make online shopping for college students very convenient. But at the same time, some retail on campus life daily necessities and snacks etc. Don't buy things on the Internet, the students still need to go to school out of the dormitory convenience store to buy, and for our school, for example some of the college campus area is larger, there may be due to the convenience store is relatively far away from the dorm for campus shopping is not very convenient. In addition, the large number of students on campus also affects the students' shopping satisfaction in terms of the waiting time for purchasing goods and the lack of quantity of some types of goods. At present, as a representative platform of campus retail e-commerce, 8-day APP has been widely used in colleges and universities in jiangsu province. Up to now, due to its recent application in schools, some very practical problems have emerged. This paper investigates and summarizes these problems and further explores some methods based on data analysis.

First, based on the records of relevant literatures on campus e-commerce, campus retail and logistics end distribution, this paper has a general understanding of existing references for the current problems in colleges and universities and some implementation methods for them. Through the understanding of related literature, the main research directions of this paper are found out: campus retail and campus end distribution. Second, based on the main direction of relevant literature and my own life experience, I summarized and organized questionnaires, conducted a statistical survey on the current purchase and retail mode of students in colleges and universities and the use of 8-day APP, and conducted a preliminary analysis on the behavior of 8-day APP users based on the survey data. In addition, crawler and other methods are used to crawl data such as official microblog and user comments of 8 days, so as to make the data obtained more comprehensive and reliable. Thirdly, collect the questionnaire, analyze the data in the questionnaire and test the hypothesis. Through SWOT analysis, text emotion analysis, user behavior analysis and other methods, the existing problems or areas for improvement of the APP were found. Fourth, based on the problems found before, put forward feasible Suggestions.

In terms of theory, the research perspective of this paper is different from that of existing literatures. This paper combines the discussion of campus retail and terminal distribution, and takes 8-day APP as an example to analyze the situation of new campus e-commerce. Through the actual questionnaire survey, user behavior analysis and feasible Suggestions, we can improve the service quality and efficiency of the APP and promote the use of more campus e-commerce platforms, so as to relieve the pressure of campus retail stores to the maximum.

Key Words : Campus retail；Terminal distribution；Analysis of user behavior； Campus e-commerce platform

目 录

摘 要 I

ABSTRACT II

第一章 绪论 1

1.1 研究背景 1

1.2研究意义 1

1.3研究内容 2

1.4研究方法 2

1.5论文框架 3

第二章 理论基础与文献综述 5

2.1 数据挖掘基础概念和理论 5

2.1.1 基础概念 5

2.1.2 理论工具 5

2.1.3 数据挖掘对电商企业的影响 5

2.1.4 数据分析的基本工具 6

2.1.5数据分析的流程 6

2.2 文献综述 7

2.2.1 校园零售 7

2.2.2校园末端配送 8

2.3 研究现状评价 11

2.4 本章小结 11

第三章8天APP数据挖掘分析 12

3.1 数据准备 12

3.1.1 问卷的设计 12

3.1.2数据可靠性分析 12

3.2 数据预处理 13

3.3 数据统计与初步分析 14

3.5 本章小结 21

第四章8天APP的用户行为分析 22

4.1 基于8天APP的SWOT分析 22

4.1.1 内部因素优劣势分析 22

4.1.2 外部因素机会和威胁 22

4.2研究模型及方法 23

4.2.1 关联分析 23

4.2.2 用户情感分析 24

4.3 8天APP用户行为分析 29

4.3.1 针对用户购买行为分析 29

4.3.2 针对平台配送行为分析 30

4.3.3 针对平台货量种类分析 31

4.4 可行性建议的提出 32

4.5 本章小结 32

第五章 总结与展望 33

5.1总结 33

5.2 研究的不足 33

参考文献 34

附录A 36

致谢 39

第一章 绪论

1.1 研究背景

校园零售作为高校师生日常生活的补给站，其所扮演角色的重要性不言而喻。但是传统校园零售商店存货量少、类型简单是当今存在的重要问题。另外，也存在着收费昂贵、等候购买时间长、供不应求的现象。而高校作为学生学习的场所，面积有限，再加上新建零售店铺成本高，传统零售店受到电商平台的冲击，“新零售”概念的提出也为校园电子商务平台的诞生创造了契机。在校园的终端配送方面，大多数学校同样不能做到商品的送货上门。此外，校园电商平台也正以蓬勃之势在全国范围内发展，同时也暴露出了很多问题^[1]。本文以8天APP为例对其进行系统问题分析及对策研究。

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