基于2-模网络关系的品牌线上零售平台展露测度  

Measurement of Brand Exposure on Online Retail Platform Based on 2-mode Network Model

作　　者：郭伟奇[1,2] 孙绍荣[1] 

机构地区：[1]上海理工大学管理学院,上海市200093 [2]上海师范大学天华学院,上海市201815

出　　处：《中国流通经济》2013年第11期101-105,共5页China Business and Market

基　　金：国家自然科学基金项目"基于符号和结构图及计算的行为管理制度设计方法研究"(项目编号:70871080)的部分研究成果

摘　　要：随着互联网线上分销的兴起,网络中间商迅速发展,大型网络零售平台出现,使得商品流通方式发生了改变。制造商通过在第三方线上零售平台将产品的属性、价格等信息展现给顾客,能尽可能降低消费者在线搜寻、选购、支付的成本,更为直接而高效地形成交易渠道。为更快更好地吸引消费者注意力,制造商可借助第三方服务平台的网络零售平台在顾客收集产品信息、口碑评价等方面的重要作用,提升品牌在网络零售平台的展露度。一要利用线上渠道,将现实中与客户沟通的商业平台转移嫁接到网络零售平台上,快速而便捷地向企业产品目标市场传递产品和服务信息;二要以主动姿态与线上渠道商建立合作关系,形成自身稳固的线上分销渠道;三要在选择网络零售平台合作伙伴时放开视野,不宜过度集中于某一线上渠道;四要借助互联网开展多平台营销活动。With the rising of online distribution, online merchants are developing rapidly; the existence of large network retailer changed the commodity circulation pattern. Manufacturers show the nature and price of their products on online retail platforms, reduce customers＇ cost of searching, selecting and paying on line as possible as they can and more directly and effectively construct their trading channels. To better attract customers＇ attention, manufactures should give full play to the role of online retail platform in collecting customers＇ information in terms of product and praising to improve brand exposure on online retail platforms. First, they should transfer the physical communication business platform to online retail platform and rapidly deliver information of products and service to their target markets; second, they should initiatively cooperate with online distributor and establish their stable online distribution channel; third, they should not pay more attention to one certain online channel while selecting the online partners; and fourth, they should undertake online multi-platform marketing activities.

关 键 词：网络零售商 2-模网络 社会网络分析 营销渠道 

分 类 号：F713.50[经济管理—市场营销]