双边市场视角下营销渠道变革研究:结构及效果  

Marketing Channel Transformation from the Perspective of Bilateral Market: Structure and Effect

作　　者：窦志慧 陈劲松[1] 

机构地区：[1]贵州财经大学工商学院,贵州贵阳550025

出　　处：《商业经济》2018年第7期77-79,共3页Business & Economy

基　　金：贵州省软科学项目:贵州农产品电子商务渠道构建研究:主体行为;渠道模式和平台建设(710516362012);贵州省教育厅项目:原产地效应视角下贵州特色农产品品牌塑造研究(2018dxs05)

摘　　要：在互联网环境下,电子商务的发展促进了营销渠道的变革。电子商务产业具有的双边市场特性显著推动了新型的电子商务渠道的产生,它具有的平台效应和非对称性,突破了单边市场中垂直的交易模式和以边际成本为基础的盈利模式,从而对企业传统的销售渠道结构造成了冲击。在双边市场的视角下,围绕以平台型企业为核心主体的电子商务渠道,通过从结构与流程变革以及渠道变革效果等对其进行研究,发现单边市场向双边市场的转移为电商渠道的结构和成员主体的变化提供了环境基础,在渠道流程转移中支付流程的方向变化显著体现了双边市场特性,此外双边市场下渠道变革会存在冲突或者协同的效果。Under the Internet environment,the development of e-commerce promotes the reform of marketing channels.The characteristics of the bilateral market in the e-commerce industry have greatly promoted the emergence of new e-business channels.It has the platform effect and asymmetry,breaking through the vertical trading mode in the unilateral market and the profit model based on the marginal cost,resulting in impact on the traditional distribution channel structure of enterprises.In the perspective of bilateral market,the e-business channel,which focuses on the platform type enterprises,is studied through the structure and process change and the effect of channel change.It is found that the transfer of the unilateral market to the bilateral market provides the environment foundation for the structure of e-commerce channels and the change of the members.In the transfer of channel process,the direction of payment process significantly reflects the characteristics of the bilateral market,and there will be conflict or synergy in the channel change of a bilateral market.

关 键 词：双边市场 营销渠道 结构变革 变革效果 

分 类 号：F840[经济管理—保险]