赢者难以通吃——家电网络渠道未来竞争格局猜想

发布时间：2018-04-16 12:35

本文选题：市场竞争格局 + 家电网络　；参考：《北大商业评论》2014年01期

【摘要】：网购引起的渠道变革备受热议,就家电行业而言,线上销售渠道也成为了各路家电商家争夺的制高点。当初,以苏宁和国美为代表的家电专业商店的连锁化经营,迫使百货商场逐步退出了家电经营领域。可谁承想,以京东商城为代表的电商崛起,迫使苏宁和国美在转型中求得生存与发展。虽然目前我国家电销售中传统渠道仍然占优势,但随着电子商务发展日臻成熟,网络销售渠道的优势渐显,家电类商品的网络购物规模也在持续增长。一些研究者认为,在互联网交易平台上,领先者会越做越好,从而会形成一个单寡头或双寡头的市场竞争格局,排名靠后的网络平台会被越甩越远,甚至会被突然淘汰出局。实际上这种观点未必正确,因为家电网络零售渠道缺乏"赢者通吃"的基本条件。对于未来家电网络渠道的发展,也不能仅限于观察京东、天猫、苏宁易购、国美在线以及易迅等渠道商之间的竞争格局。实际上,受去哪儿网等旅游垂直搜索引擎兴起的启发,家电生产商网络直销模式有望脱颖而出,甚至逐步成为主流。
[Abstract]:The channel reform caused by online shopping is very hot. As far as home appliance industry is concerned, online sales channel has also become the commanding point for all kinds of home appliance merchants.At the beginning, the chain operation of professional home appliance stores, represented by Su Ning and Gome, forced the department store to withdraw from the field of household appliance management.But who wants to take JingDong Mall as the representative of the rise of e-commerce, forcing JingDong and Gome to survive and development in the transition.Although the traditional channels are still dominant in the sales of household appliances in our country, with the development of e-commerce, the advantages of the online sales channels are gradually showing, and the scale of online shopping of household appliances is also increasing.Some researchers believe that on Internet trading platforms, the leaders will do better and better, thus forming a market competition pattern of oligarchs or duopolies.In fact, this view may not be true, because the home appliance network retail channel lacks the basic condition of "winner-take-all".For the future development of network channels of household appliances, it is not limited to observing the competition pattern between JingDong, Tmall, JingDong, Gome online and other channel vendors.In fact, inspired by the rise of vertical search engines, home appliance manufacturers are expected to stand out and even become the mainstream.
【作者单位】：南京大学商学院;
【分类号】：F426.6;F724.6

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