物流成本对C2C电子商务卖家市场行为的影响——基于淘宝网的研究  

The Impact of Logistics Cost upon C2C E-commerce Sellers' Market Behaviors: A Taobao.com Based Analysis

作　　者：郭勇峰[1] 

机构地区：[1]南开大学商学院公司治理研究中心,天津300071

出　　处：《物流技术》2011年第12期8-10,共3页Logistics Technology

摘　　要：探讨了在C2C电子商务交易中,卖家为了追求竞争优势,针对物流成本的影响所采取的市场行为。研究表明,C2C电子商务卖家可以通过销售高于某一价位的产品,聚类销售多种产品,地理位置选择靠近生产厂家或立足同城,提供包邮服务或购买运费保险等市场策略,缓解物流成本的负面影响,获得竞争优势。This paper discusses the market behaviors of the advantage-pursuing sellers that are exhibited as the response to the impact of logistics cost in C2C E-commerce environment. It finds that, in order to alleviate the negative impact of logistics costs and gain competitive advantage, C2C E-commerce sellers may take some market tactics including selling products above a certain price mark, cluster-selling multiple products, locating close to the manufacturers, operating same-city business or providing free express or insurance services.

关 键 词：物流成本 C2C电子商务 市场策略 竞争优势 

分 类 号：F253.7[经济管理—国民经济] F713.365.1