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当前国内家电网购市场一片喧嚣:有的企业大打价格战,有的企业开建物流体系,有的企业积极上市融资等。笔者认为,虽然制造企业、零售企业集体进军电子商务市场,但却面临着产品类别少、销售规模小、配套服务不完善、供应链不支持等诸多瓶颈,即便发动价格战也难以走出战略困局。国际金融危机改变了消费者的消费习惯与消费心理,其消费行为变得更加理性,这对全球企业提出了
At present, there is a bustling noise in the online shopping market for home appliances in China: some enterprises fight price wars, some establish a logistics system, and some enterprises actively go on the market and raise funds. The author believes that although manufacturing enterprises and retail enterprises collectively enter the e-commerce market, they are facing many bottlenecks such as few product categories, small sales volume, imperfect supporting services and unsupported supply chains. Even if price war is launched, it is hard to get out of the strategic dilemma . The international financial crisis has changed consumer spending habits and consumer psychology, the consumer behavior has become more rational, which made for the global business