POM体系下分享经济平台的消费决策探讨

发布时间：2018-01-02 16:20

本文关键词：POM体系下分享经济平台的消费决策探讨　出处：《商业经济研究》2017年21期 　论文类型：期刊论文

【摘要】：分享经济作为供给侧改革的重要内容,实现资源的充分利用,但目前分享经济市场的同质化竞争白热化,营销方式仍以"烧钱"模式为主,不具有可持续性。因此,本文通过问卷统计实证研究,基于不同分享经济平台类型,即分别基于闲置资产、闲置时间和闲置技能,开展消费决策的影响因素研究,从而推进差异化营销策略活动的开展。结果显示,个人因素(P)对三种不同分享经济平台的消费决策均产生影响,而其他人因素(O)只对基于闲置技能的分享平台消费决策产生影响,营销者因素(M)同时对基于资产和时间的分享平台消费决策产生影响。
[Abstract]:Share economy as an important part of the supply side reform, make full use of resources, but the current share of the economic market homogenization competition, marketing is still dominated by "burning" mode is not sustainable. Therefore, this article through the questionnaire survey of empirical research, different types based on sharing economic platform, which is based on the idle assets respectively. Idle, idle time and skills, carry out study on Influencing Factors of consumer decision-making, thus promoting the differentiated marketing strategy activities. The results show that personal factors (P) had an impact on three different economic share platform of consumer decision-making, while other factors (O) only to influence consumer decision-making idle sharing platform based on skill, marketing factors (M) also have an impact on the consumer decision-making and asset sharing platform based on the time.

【作者单位】：浙江东方职业技术学院;
【基金】：基金项目:浙江省商业经济学会“基于分享经济平台类型消费者决策影响因素研究”(2016SJZD05)
【分类号】：F724.6
【正文快照】： 引言分享经济作为供给侧改革的重要内容,实现供给与需求的及时匹配,有效提升资源利用率,降低成本,将成为改变世界的十大重要理念之一。2015年中国分享经济市场规模约为19560亿元,主要集中在金融、生活服务、交通出行、生产能力、知识技能、房屋短租六大领域。预计未来五年分享

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