1. Research Purpose

Luggage is an indispensable accessory in people's daily life, and it is also an important element to show personality and taste. With the development of Internet technology and the diversification of consumer demand, the luggage e-commerce industry has shown a rapid growth trend. According to public information, in 2019, the market size of China's luggage industry reached about 253 billion yuan, an increase of 22.64 percent over the same period last year.

As an important part of the luggage industry, luggage e-commerce also has huge market potential and development space.

However, the luggage e-commerce industry is also facing fierce competition and challenges, such as product homogeneity, brand dispersion, logistics and distribution, after-sales service and other issues. In order to enhance the competitiveness and customer loyalty of luggage e-commerce, it is necessary to understand the level of consumer satisfaction and influencing factors. Consumer satisfaction refers to the overall evaluation of products or services by consumers, and is an important factor affecting consumers' purchase behavior and willingness to buy again.

Through the survey of consumer satisfaction, we can understand the needs and expectations of consumers, evaluate the advantages and disadvantages of luggage e-commerce, find problems and improvement points, and formulate effective marketing strategies and promotion measures.

Taking Shangpu Consulting Company as an example, this paper introduces a survey method of luggage e-commerce consumer satisfaction, including survey content, survey process and survey results. Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making.

Shangpu Consulting Company has rich experience and customer resources in the field of market research, and has provided consumer satisfaction research services for a number of luggage e-commerce platforms. This article will take one of the luggage e-commerce platforms as a case to show the research methods and results of Shangpu Consulting Company.

2. research content

The research content of this paper mainly includes the following aspects:

Basic information of e-commerce consumers of luggage, such as gender, age, city, online shopping frequency, online shopping expenses, etc;

The satisfaction level of luggage e-commerce consumers, including overall satisfaction and satisfaction in various dimensions, such as products, services and marketing strategies;

Factors influencing the satisfaction of luggage e-commerce consumers, including factors of various dimensions, such as product quality, price, type, logistics speed, pre-sales and after-sales service, etc;

Suggestions and improvement measures for luggage e-commerce consumers, including expectations and opinions on the luggage e-commerce platform, as well as comments and feedback on Shangpu Consulting.

3. research process

The research process of this paper is divided into the following steps:

The first step is to design a research plan. After determining the research objectives, the next step is to design the research plan, which usually includes determining the method of research, the selection of samples, the time and place of research, etc. These contents need to be determined according to the enterprise's own resources and capabilities. In this paper, questionnaire survey and in-depth interview two research methods, questionnaire survey can obtain a large number of quantitative data, in-depth interview can obtain more qualitative information. The selection of samples is based on stratified sampling, which is stratified according to the gender, age, city and other characteristics of consumers, and then a certain proportion of samples are randomly selected in each layer to ensure the representativeness and validity of the sample. The time and place of the survey are determined according to consumers' online shopping habits and convenience. Generally, it is selected during the peak period of online shopping and the online shopping platform commonly used by consumers.

The second step is to conduct research. That is, issuing questionnaires, conducting in-depth interviews, collecting data, etc. In the process of research, we should pay attention to protect the privacy of consumers and ensure the fairness and accuracy of the research. The method of questionnaire survey can be online or offline. Online questionnaire links can be sent through e-mail, WeChat, QQ, etc., and offline paper questionnaires can be sent through on-site distribution, mailing, etc. In-depth interviews can be conducted by telephone, video, face-to-face and other forms, according to the wishes and schedule of consumers to make appointments and communicate. Data can be collected in the form of spreadsheets, databases, etc., to organize and archive the data.

The third step is data analysis. Data cleaning, coding, statistical analysis, etc. Through data analysis, we can get the specific situation of consumer satisfaction, further understand the needs and expectations of consumers, as well as consumer purchase behavior, preferences, frequency and so on. The method of data analysis can use descriptive statistics, correlation analysis, factor analysis, cluster analysis and other methods, according to different analysis purposes and data characteristics to choose the appropriate method. The results of the data analysis may be presented in the form of charts, reports, etc., for ease of understanding and communication.

4. research results

The research results of this paper mainly include the following aspects:

The basic situation of luggage e-commerce consumers. According to the results of the questionnaire survey, a total of 1000 valid questionnaires were collected, of which 80% were women and 20% were men. The age distribution is 40% for 18-25 years old, 35% for 26-35 years old, 15% for 36-45 years old and 10% for over 46 years old. The proportion of cities distributed as first-tier cities is 30%, second-tier cities account for 40%, third-tier cities account for 20%, and fourth-tier cities and below account for 10%. Consumers' online shopping frequency is 1-2 times per month, accounting for 25%, 3-5 times per month accounting for 40%, 6-10 times per month accounting for 25%, and more than 10 times per month accounting for 10%. Consumers' online shopping expenses are 20% below 500 yuan per month, 35% between 500-1000 yuan per month, 30% between 1000-2000 yuan per month, and 15% above 2000 yuan per month.

The satisfaction level of luggage e-commerce consumers. According to the results of the questionnaire survey, the average score of consumers' overall satisfaction with luggage e-commerce is 3.8 (out of 5), of which 15% are very satisfied, 45% are satisfied, 30% are general, 8% are dissatisfied, and 2% are very dissatisfied. The average score of consumers' satisfaction with each dimension of luggage e-commerce is 4.0 for products, 3 for services and 3 for marketing strategies.. According to the results of in-depth interviews, the main factors affecting consumers' satisfaction with luggage e-commerce are: product quality, price, type, style, function, etc.; service logistics speed, packaging quality, pre-sales and after-sales service, return policy, etc. Marketing strategy promotional activities, coupons, points, membership system, word-of-mouth recommend, etc.

Suggestions and improvement measures for e-commerce consumers of luggage. According to the results of questionnaire survey and in-depth interview, consumers' suggestions and improvement measures for luggage e-commerce mainly include the following points: first, improve product quality and brand awareness, increase product differentiation and innovation, and meet consumers' personalized and diversified needs; second, optimize service process and efficiency, improve service quality and level, enhance service humanization and interaction, and improve consumer trust and satisfaction; the third is to formulate reasonable marketing strategies and programs to increase the pertinence and effectiveness of marketing, enhance the attractiveness and influence of marketing, and increase consumer participation and loyalty.

Evaluation and feedback on Champ Consulting. According to the results of questionnaire survey and in-depth interview, consumers' evaluation and feedback on Shangpu Consulting Company mainly include the following points: first, they think that the research method and process of Shangpu Consulting Company are very professional and standardized, which can effectively obtain the real opinions and needs of consumers; second, they think that the data analysis and results of Shangpu Consulting Company are very clear and useful, and can provide valuable information and suggestions; the third is that Shangpu Consulting has a good service attitude and communication skills, and can solve consumers' problems and doubts in a timely manner.