基于2-模网络关系的品牌线上零售平台展露测度

发布时间：2018-09-06 18:48

【摘要】：随着互联网线上分销的兴起,网络中间商迅速发展,大型网络零售平台出现,使得商品流通方式发生了改变。制造商通过在第三方线上零售平台将产品的属性、价格等信息展现给顾客,能尽可能降低消费者在线搜寻、选购、支付的成本,更为直接而高效地形成交易渠道。为更快更好地吸引消费者注意力,制造商可借助第三方服务平台的网络零售平台在顾客收集产品信息、口碑评价等方面的重要作用,提升品牌在网络零售平台的展露度。一要利用线上渠道,将现实中与客户沟通的商业平台转移嫁接到网络零售平台上,快速而便捷地向企业产品目标市场传递产品和服务信息;二要以主动姿态与线上渠道商建立合作关系,形成自身稳固的线上分销渠道;三要在选择网络零售平台合作伙伴时放开视野,不宜过度集中于某一线上渠道;四要借助互联网开展多平台营销活动。
[Abstract]:With the rise of online distribution, the rapid development of network middlemen and the emergence of large online retail platforms have changed the way of commodity circulation. Manufacturers display the information of product attributes and prices to customers through the third-party online retail platform, which can reduce the online search, purchase and payment costs of consumers as much as possible, and form more direct and efficient trading channels. In order to attract consumers' attention more quickly and better, manufacturers can use the online retail platform of third-party service platform to collect product information, reputation evaluation and so on, so as to enhance the exposure of brand in online retail platform. First, we should use online channels to transfer the commercial platform which communicates with customers to the network retail platform in order to quickly and conveniently transfer the product and service information to the target market of enterprise products. Secondly, it is necessary to establish cooperative relationship with online channel providers in an active manner to form their own stable online distribution channels, third, to open their horizons when selecting partners of online retail platforms, and not to over-concentrate on a certain line of channels. Fourth, with the help of the Internet to carry out multi-platform marketing activities.
【作者单位】：上海理工大学管理学院;上海师范大学天华学院;
【基金】：国家自然科学基金项目“基于符号和结构图及计算的行为管理制度设计方法研究”(项目编号:70871080)的部分研究成果
【分类号】：F49;F274

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