我国电子商务企业价格战研究  

Research on Price War among China's Leading Online Retailers

作　　者：张伊伊[1] 

机构地区：[1]中南财经政法大学金融学院,湖北武汉430073

出　　处：《武汉职业技术学院学报》2013年第3期63-66,共4页Journal of Wuhan Polytechnic

摘　　要：我国电子商务企业盲目的价格战会造成消费者和商家的双输结局。应对潜在的价格战,可以从稳步拓展的渠道、坚持"全渠道"营销、优秀的核心团队、探索和实施最优的发展模式、最好的服务回报消费者等五个方面去着手,核心点在于关注自身的核心发展模式、制定合理的价格体系、为消费者提供高质量的服务。The paper holds that the price war started by online retailers in China will be most likely to lead to the loss of both consumers and retailers themselves. It then proposes that to tackle the potential price war, the retailers should make efforts to expand distribution channel, pursue omni-channel marketing, explore and practice optimal de-velopment mode and reward consumers with the best service. Above all, they should focus on their core development mode, work out reasonable pricing strategy and provide consumers with quality service.

关 键 词：电子商务企业 价格战 发展模式 价格体系 

分 类 号：F713.365[经济管理—产业经济]