电子商务市场产品多元化战略的销售绩效及驱动因素研究

结合电子商务市场特征，从理论方面分析电子商务市场产品多元化战略的驱动因素及其销售绩效，利用正则表达式等数据挖掘技术形成电子商务市场的面板数据库，并对相关研究假设进行实证检验。结果表明：在电子商务市场上，产品多元化战略与企业销售绩效正相关，而市场同质化竞争程度与产品多元化战略负相关，企业经营时间、顾客好评率抑制了企业对产品多元化战略的选择。研究结论对于电子商务市场的企业产品多元化战略选择具有重要参考意义。

A Study on the Sales Performance and Driving Factors of Product Diversification Strategy in E-commerce Market

Based on the study of E-commerce market characteristics,this paper analyzes the driving factors of product diversification strategy and the sales performance in E-commerce market.An E-commerce panel database is established by using Regex and other data,and an empirical research is conducted to test the relevant research hypotheses.The results show that,in E-commerce,the strategy of product diversity is positively related to the sales performance,while the level of homoge-neous competition has a negative correlation to the strategy of product diversity.It is also found that long business years and the customers'favorable rate reduce the enterprises'chances of choosing prod-uct diversity strategy.The conclusions have important implications for enterprises to choose product diversification strategy in E-commerce market.