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对属于复杂购买决策类型的产品,由于消费者往往具有较高的卷入程度和复杂的购买决策过程,通常被认为不太适合于采用电子商务进行销售。但是,上海的二家企业却以各自完全不同的电子商务模式设计,典型地代表了电子商务应用的二种极端情况,有效地利用了各种资源,在竞争激烈的建材和居家用品销售市场上取得了良好的业绩。本文将对这二家公司的电子商务模式进行分析并加以比较,从中得到一些具有普遍意义的启示。
For products that belong to complex purchase decision types, consumers are often considered less suitable for e-commerce sales due to their high levels of involvement and complex purchase decision-making processes. However, two enterprises in Shanghai, however, designed their own completely different e-commerce models and typically represent the two extremes of e-commerce applications and effectively utilize various resources. In the highly competitive market of building materials and household products sales, Achieved good performance. This article will analyze the two companies’ e-commerce models and compare them to get some enlightenments of universal significance.