中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2013年
11期
101~105
,共null页
网络零售商 2-模网络 社会网络分析 营销渠道
網絡零售商 2-模網絡 社會網絡分析 營銷渠道
망락령수상 2-모망락 사회망락분석 영소거도
Internet retailer; 2-mode network; social network analysis; marketing channel
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。
隨著互聯網線上分銷的興起，網絡中間商迅速髮展，大型網絡零售平檯齣現，使得商品流通方式髮生瞭改變。製造商通過在第三方線上零售平檯將產品的屬性、價格等信息展現給顧客，能儘可能降低消費者在線搜尋、選購、支付的成本，更為直接而高效地形成交易渠道。為更快更好地吸引消費者註意力，製造商可藉助第三方服務平檯的網絡零售平檯在顧客收集產品信息、口碑評價等方麵的重要作用，提升品牌在網絡零售平檯的展露度。一要利用線上渠道，將現實中與客戶溝通的商業平檯轉移嫁接到網絡零售平檯上，快速而便捷地嚮企業產品目標市場傳遞產品和服務信息；二要以主動姿態與線上渠道商建立閤作關繫，形成自身穩固的線上分銷渠道；三要在選擇網絡零售平檯閤作夥伴時放開視野，不宜過度集中于某一線上渠道；四要藉助互聯網開展多平檯營銷活動。
수착호련망선상분소적흥기，망락중간상신속발전，대형망락령수평태출현，사득상품류통방식발생료개변。제조상통과재제삼방선상령수평태장산품적속성、개격등신식전현급고객，능진가능강저소비자재선수심、선구、지부적성본，경위직접이고효지형성교역거도。위경쾌경호지흡인소비자주의력，제조상가차조제삼방복무평태적망락령수평태재고객수집산품신식、구비평개등방면적중요작용，제승품패재망락령수평태적전로도。일요이용선상거도，장현실중여객호구통적상업평태전이가접도망락령수평태상，쾌속이편첩지향기업산품목표시장전체산품화복무신식；이요이주동자태여선상거도상건립합작관계，형성자신은고적선상분소거도；삼요재선택망락령수평태합작화반시방개시야，불의과도집중우모일선상거도；사요차조호련망개전다평태영소활동。
With the rising of online distribution, online merchants are developing rapidly; the existence of large network retailer changed the commodity circulation pattern. Manufacturers show the nature and price of their products on online retail platforms, reduce customers＇ cost of searching, selecting and paying on line as possible as they can and more directly and effectively construct their trading channels. To better attract customers＇ attention, manufactures should give full play to the role of online retail platform in collecting customers＇ information in terms of product and praising to improve brand exposure on online retail platforms. First, they should transfer the physical communication business platform to online retail platform and rapidly deliver information of products and service to their target markets; second, they should initiatively cooperate with online distributor and establish their stable online distribution channel; third, they should not pay more attention to one certain online channel while selecting the online partners; and fourth, they should undertake online multi-platform marketing activities.
