GB/T 19018-2026 质量管理 顾客满意 企业-消费者电子商务交易指南

ICS03.120.10

CCSA00

中华人民共和国国家标准

GB/T19018—2026/ISO10008：2022

代替GB/T19018—2017

质量管理顾客满意

企业⁃消费者电子商务交易指南

Qualitymanagement—Customersatisfaction—Guidancefor

business⁃to⁃consumerelectroniccommercetransactions

（ISO10008：2022，IDT）

2026⁃08⁃28发布2026⁃12⁃01实施

国家市场监督管理总局

国家标准化管理委员会发布

GB/T19018—2026/ISO10008：2022

目次

前言··························································································································Ⅲ

引言··························································································································Ⅴ

1范围·······················································································································1

2规范性引用文件········································································································1

3术语和定义··············································································································1

4指导原则·················································································································2

4.1总则·················································································································2

4.2承诺·················································································································2

4.3组织能力···········································································································2

4.4人员能力···········································································································2

4.5适用性··············································································································3

4.6信息完整···········································································································3

4.7透明·················································································································3

4.8选择·················································································································3

4.9无障碍性···········································································································3

4.10响应················································································································3

4.11及时性·············································································································3

4.12同意················································································································3

4.13问责················································································································3

4.14合法性·············································································································4

4.15隐私················································································································4

4.16数据保护··········································································································4

4.17安全················································································································4

4.18可持续性··········································································································4

4.19一体化·············································································································4

4.20以顾客为关注焦点的方法·····················································································4

4.21改进················································································································5

5B2C电子商务交易体系······························································································5

5.1组织的环境········································································································5

5.2框架·················································································································5

5.3目标·················································································································5

5.4过程·················································································································6

5.5资源·················································································································8

5.6关联性··············································································································8

6单阶段过程··············································································································9

6.1交易前阶段········································································································9

6.2交易中阶段·······································································································11

6.3交易后阶段·······································································································13

Ⅰ

GB/T19018—2026/ISO10008：2022

7多阶段过程············································································································15

7.1消费者互动·······································································································15

7.2消费者数据管理·································································································16

8保持和改进············································································································17

8.1信息收集··········································································································17

8.2B2C电子商务交易体系绩效评价···········································································17

8.3B2C电子商务交易体系的满意程度········································································17

8.4B2C电子商务交易体系评审·················································································17

8.5持续改进··········································································································18

附录A（资料性）B2C电子商务交易环境下顾客满意和消费者需求········································19

A.1总则···············································································································19

A.2顾客满意和B2C电子商务交易体系·······································································19

A.3消费者需求······································································································19

A.4线上环境·········································································································19

附录B（资料性）补充参考···························································································21

B.1总则···············································································································21

B.2法律参考·········································································································21

B.3行政管理·········································································································21

B.4其他信息来源···································································································22

附录C（资料性）信息提供指南·····················································································23

C.1总则···············································································································23

C.2组织识别·········································································································23

C.3产品和服务描述································································································23

C.4价格信息·········································································································24

C.5最终报价信息···································································································24

C.6支付选择信息···································································································24

C.7交付信息·········································································································24

C.8其他B2C电子商务交易体系信息··········································································24

附录D（资料性）组织B2C电子商务交易规范指南····························································25

参考文献····················································································································26

Ⅱ

GB/T19018—2026/ISO10008：2022

前言

本文件按照GB/T1.1—2020《标准化工作导则第1部分：标准化文件的结构和起草规则》的规

定起草。

本文件是GB/T19000族文件之一。

本文件代替GB/T19018—2017《质量管理顾客满意企业⁃消费者电子商务交易指南》，与

GB/T19018—2017相比，除结构调整和编辑性改动外，主要技术变化如下：

a）增加了可持续性、以顾客为关注焦点等指导原则，指导原则由16项增至20项（见第4章）；

b）增加了内部和外部沟通计划对应的具体事件和情况（见5.5.4）。

本文件等同采用ISO10008：2022《质量管理顾客满意企业⁃消费者电子商务交易指南》。

本文件做了下列最小限度的编辑性改动：

——将ISO10008：2022进行了以下编辑性改动：

⋅更改了4.9中的注1，给出与ISO/IECGuide71：2001一致性程度为“等同”的我国国家

标准GB/T20002.2—2008的信息；

⋅更改了4.9中的注2，给出与ISO22458：2022一致性程度为“等同”的我国国家标准

GB/T46306—2025的信息；

⋅更改了4.16中的注，给出与ISO/IEC27001：2022一致性程度为“等同”的我国国家标准

GB/T22080—2025、与ISO/IEC27002：2022一致性程度为“等同”的我国国家标准

GB/T22081—2024的信息；

⋅更改了4.17中的注2，给出与ISO10377：2013一致性程度为“等同”的我国国家标准

GB/T35248—2017的信息；

⋅更改了4.17中的注3，给出与ISO30393：2013一致性程度为“修改”的我国国家标准

GB/T34400—2017的信息；

⋅更改了4.18中的注2，给出与ISO26000：2010一致性程度为“修改”的我国国家标准

GB/T36000—2015的信息；

⋅更改了5.5.1中的注，给出与ISO10015：2019一致性程度为“等同”的我国国家标准

GB/T19025—2023、与ISO10013：2021一致性程度为“等同”的我国国家标准

GB/T19023—2025的信息；

⋅更改了6.1.3.4中的注1，给出与ISO/IECGuide71：2001一致性程度为“等同”的我国国

家标准GB/T20002.2—2008的信息；

⋅更改了6.1.3.4中的注2，给出与ISO22458：2022一致性程度为“等同”的我国国家标准

GB/T46306—2025的信息；

⋅更改了6.3.3中的注、6.3.4中的注，给出与ISO10393：2013一致性程度为“修改”的我国

国家标准GB/T34400—2017的信息；

⋅增加了7.1.2的注，给出与ISO10001：2018一致性程度为“等同”的我国国家标准

GB/T19010—2021的信息；

⋅更改了7.1.5中的注1，给出与ISO10002：2018一致性程度为“等同”的我国国家标准

GB/T19012：2019的信息；

⋅更改了7.1.5中的注2，给出与ISO10003：2018一致性程度为“等同”的我国国家标准

GB/T19013—2021的信息；

Ⅲ

GB/T19018—2026/ISO10008：2022

⋅更改了8.2中的注，给出与ISO19011：2018一致性程度为“等同”的我国国家标准

GB/T19011—2021的信息；

⋅更改了8.3中的注，给出与ISO10004：2018一致性程度为“等同”的我国国家标准

GB/T19014—2019的信息；

⋅更改了C.3中的注1，给出与ISO/IECGuide14：2018一致性程度为“修改”的我国国家

标准GB/T21737—2022的信息；

⋅更改了附录D中的注，给出与ISO10001：2018一致性程度为“等同”的我国国家标准

GB/T19010—2021的信息。

——删除了附录B中B.2.1中关于“博彩”的相关表述。

请注意本文件的某些内容可能涉及专利。本文件的发布机构不承担识别专利的责任。

本文件由全国质量管理和质量保证标准化技术委员会（SAC/TC151）提出并归口。

本文件起草单位：中国标准化研究院、中国质量协会、中国石油集团安全环保技术研究院有限公

司、中科星图测控技术股份有限公司、江苏省质量和标准化研究院、清华大学、北京大学、阿里巴巴

（中国）有限公司、山东大学、中国计量大学、中国水利电力质量管理协会、中国质量检验检测科学研究

院、河北省标准化研究院、北京工业职业技术学院、四川天府江东科技有限公司。

本文件主要起草人：张思思、高晓红、李高帅、彭其勇、许丽丹、牛瑞涛、郭宁、夏斌、王致远、陆军、

康键、朱志远、那慧玲、薛军、孙会明、徐凡、何建军、刘伟、侯轶丁、苏雪妍、张婧姝、陈晓、袁力坤、何哲。

本文件及其所代替文件的历次版本发布情况为：

——2017年首次发布为GB/T19018—2017；

——本次为第一次修订。

Ⅳ

GB/T19018—2026/ISO10008：2022

引言

0.1概述

电子商务提供了能够从广泛的产品和服务中进行搜索和选择的便利，但消费者通常不得不在无法

面对面交流的有利条件下进行此类操作。相关交易可能跨境进行，有时消费者并未意识到这一点，而

消费者保护的水平可能不同于消费者所习惯的水平。

本文件为组织策划、设计、开发、实施、保持和改进有效且高效的企业⁃消费者电子商务交易（以下

统一称为B2C电子商务交易）体系提供指南。

有效且高效的B2C电子商务交易体系能为消费者和组织在交易处理的所有方面提供帮助。

本文件为组织实施B2C电子商务交易体系提供指南，从而：

a）为消费者增强对B2C电子商务交易的信心奠定基础；

b）提高组织使消费者满意的能力；

c）减少投诉和争议。

B2C电子商务交易涉及组织与消费者之间的电子化交互，当消费者通过任何具有有线或无线连接

功能的设备（例如个人计算机、平板电脑、个人数字辅助设备、手机）访问时即产生此类交互。就本文件

而言，B2C电子商务交易还可能涉及其他基于数据的通信网络（如短信）以及各类界面，包括网站、社交

媒体网页、应用程序和电子邮件。

注：ISO32111提供了电子商务交易保障的原则和框架。

本文件给出的指南适用于以下情形：B2C电子商务交易的大部分过程（至少包括一个交易中阶段

过程，如支付处理、消费者确认协议、产品与服务交付）通过电子化方式实现。本文件也适用于未发生

B2C电子商务交易，但组织与消费者之间存在一些线上互动的情形，例如，组织仅进行线上广告宣传，

并未在线销售产品或服务。对于不含线上环节的远程销售，不属于本文件的适用范围，但文件中提供

的部分指南仍可能具有参考价值。

从广义上看，B2C电子商务涉及众多从事不同活动的各类组织。本文件重点关注直接向消费者提

供产品和服务的组织，无论其是通过自有平台还是线上市场进行销售。不过，所提供的指南也可能适

用于参与任何B2C电子商务交易的其他组织，包括线上市场和比价网站。此外，对于促进消费者与供

方之间交易的组织，以及为消费者提供可公开访问过程（消费者可在其中对组织自身所提供产品进行

评价和评级，并可查阅其他消费者的评价和评分）的组织，另有单独的文件（见ISO42500和

ISO20488）。

本文件不适用于个人之间的线上交易（“消费者⁃消费者”），但是能够用于为个人之间的交易提供

线上服务的第三方组织（例如线上市场）。

0.2与GB/T19001和GB/T19004之间的关系

本文件与GB/T19001和GB/T19004相兼容，通过有效且高效的B2C电子商务交易体系的实

施，支持上述两个文件目标的实现。本文件也可独立于GB/T19001和GB/T19004使用。

GB/T19001规定了质量管理体系要求。按照本文件实施的B2C电子商务交易体系，能够作为质

量管理体系的一个要素。

GB/T19004为组织实现持续成功提供了指南。使用本文件可提升B2C电子商务交易相关绩效，

提高消费者及其他有关相关方的满意度，从而促进组织实现持续成功。此外，基于消费者及其他有关

相关方的反馈，本文件还有助于持续改进产品、服务及过程的质量。

Ⅴ

GB/T19018—2026/ISO10008：2022

注：其他有关相关方可能包括顾客、供方、行业协会及其成员、消费者组织、相关政府部门、监管机构、员工、所有者

以及受组织B2C电子商务交易体系影响的其他方。

0.3与GB/T19010、GB/T19012、GB/T19013和GB/T19014之间的关系

本文件与GB/T19010、GB/T19012、GB/T19013和GB/T19014相兼容。这5项文件既可独立

使用，也可相互结合使用。当结合使用时，这些文件能够构成一个更广泛的整合框架，帮助组织在B2C

和非B2C环境中提升顾客满意度。

组织能使用GB/T19010来策划、设计、开发、实施、保持和改进B2C电子商务交易规范，该规范

是B2C电子商务交易体系的一部分。GB/T19012、GB/T19013和GB/T19014中分别描述顾客满

意相关的投诉处理、外部争议解决以及监视和测量过程都能作为B2C电子商务交易体系的重要组成

部分。

Ⅵ

GB/T19018—2026/ISO10008：2022

质量管理顾客满意

企业⁃消费者电子商务交易指南

1范围

本文件为组织策划、设计、开发、实施、保持和改进有效且高效的企业⁃消费者电子商务交易（以下

简称“B2C电子商务交易”）体系提供指南。

本文件适用于从事或计划从事B2C电子商务交易的组织，无论其规模、类型和活动。本文件重点

关注直接向消费者提供产品和服务的组织。

本文件旨在帮助组织建立一个公平、有效、高效、透明和安全的B2C电子商务交易体系，以提高消

费者对B2C电子商务交易的信心，并增强顾客满意。本文件针对将消费者视为顾客子集的B2C电子

商务交易。

本文件所提供的指南作为组织质量管理体系的补充。

2规范性引用文件

下列文件中的内容通过文中的规范性引用而构成本文件必不可少的条款。其中，注日期的引用文

件，仅该日期对应的版本适用于本文件；不注日期的引用文件，其最新版本（包括所有的修改单）适用于

本文件。

ISO9000质量管理体系基础和术语（Qualitymanagementsystems—Fundamentalsandvocabu⁃

lary）

注：GB/T19000—2016质量管理体系基础和术语（ISO9000：2015，IDT）

3术语和定义

ISO9000界定的以及下列术语和定义适用于本文件。

3.1

企业⁃消费者电子商务交易business⁃to⁃consumerelectroniccommercetransaction;B2CECT

组织（3.2）在线上为消费者（3.3）提供产品和服务进行的一系列交互活动。

3.2

组织organization

为实现目标，由职责、权限和相互关系构成自身功能的一个人或一组人。

注1：组织的概念包括，但不限于代理商、公司、集团、商行、企事业单位、行政机构、合营公司、协会、慈善机构或研究

机构，或上述组织的部分或组合，无论是否为法人组织，公有的或私有的。

注2：其他示例包括商店和零售商。

[来源：GB/T19000—2016，3.2.1，有修改]

3.3

消费者consumer

作为产品和服务终端用户的普通大众个体。

注1：在本文中，“消费者”术语的使用包括一系列潜在的和现有的产品或服务用户，例如：

1