我国企业网络销售的现状与发展策略  

The Present Situation and Development Strategy of Sale Online for Chinese Enterprises

作　　者：刘志敏[1] 

机构地区：[1]中央广播电视大学经济管理学院,北京100031

出　　处：《北京工商大学学报（社会科学版）》2009年第3期50-53,共4页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

摘　　要：当前,我国企业网络销售还处于初级阶段,网民网络购物比例较低,网络零售额占全国零售总额的份额很小,存在着交易双方信任感不足、支付和配送手段不完善、传统渠道与网络渠道的冲突、网络销售服务体系不健全等问题。解决这些问题的对策包括:提升诚信水平,保障产品品质,做好售后服务;完善物流配送体系,不断开辟合作共赢路径;创新网上销售模式,引导消费观念的转变,促使消费者更多应用网上购物;理顺传统渠道和网络渠道的关系,解决好新的渠道冲突;构建适合自身特点的网络销售模式等。Currently, the sale online in China enterprises is still on the initial stage, for the online shopping of e-consumers accounts for a low percentage, the volume of sale online occupies a small share in the total volume of retail sales in China, there is a lack of trust between consumers and sellers in business dealings, there is no perfect means for payment and distribution, there is a conflict between traditional channel and online channel, the service system of sale online is imperfect, etc., all of which are the problems in the sales through internet. The solutions to the problems are ： to increase the level of integrity, guarantee the quality of products and improve the after-sale service; to improve the system of logistical distribution and continuously seek the way for all-win cooperation; to innovate the model of sale online and guide the transformation in consumers＇ consumption conception to encourage consumers to make a wider use of online shopping; to deal with the relationship between traditional channel and online channel to solve the conflicts in the new channels; and to construct a model of sale online which fit its own characteristics.

关 键 词：网络销售 物流配送 渠道冲突 品质保障 

分 类 号：F713.50[经济管理—市场营销]