| 网络渠道交易价值的实证分析——以L品牌手机淘宝BtoC店为例 |
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| 引用本文： | 池丽月.网络渠道交易价值的实证分析——以L品牌手机淘宝BtoC店为例[J].福建农林大学学报(哲学社会科学版),2011,14(5):71-75. |
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| 作者姓名： | 池丽月 |
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| 作者单位： | 集美大学工商管理学院,福建厦门,361021 |
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| 基金项目： | 福建省高校服务海西建设重点项目(J80107) |
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| 摘 要： | 以国产手机著名品牌L品牌淘宝BtoC店为例,按入口时搜索的关键词的特点,将来访顾客分成渠道忠诚访客和品牌忠诚访客,连续30天观察总的页面浏览量、2种类型的访客数量、分别带来的成交量,以及每日询盘量。对渠道忠诚顾客带来的成交占总成交的比例进行均值估计,得知其比例为38.3%;对2类访客与相应的成交量分别作回归分析,结论均为有显著影响。文章在此基础上对提高网店价值,提出了相应的建议。
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| 关 键 词： | 网络渠道 交易价值 品牌忠诚 渠道忠诚 |
An empirical study on the trade value of internet channel——A BtoC e-shop of mobile phone brand L on Taobao as an example |
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| CHI Li-yue.An empirical study on the trade value of internet channel——A BtoC e-shop of mobile phone brand L on Taobao as an example[J].Journal of Fujian Agriculture and Forestry University,2011,14(5):71-75. |
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| Authors: | CHI Li-yue |
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| Institution: | CHI Li-yue(Business School,Jimei University,Xiamen,Fujian 361021,China) |
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| Abstract: | Visitors are classified into two types,channel loyal and brand loyal,according to the |
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| Keywords: | searched on entrance A BtoC e-shop on Taobao of famous mobile phone brand L is taken as an example daily page-views user-views of both types corresponding orders amount of inquiries are recorded and analyzed finally conclusions are obtained that: channel loyal visitors bring 38 3% of the orders and user-views of both types have notable effect on the amount of orders Accordingly some suggestions are raised on how to improve the e-shop value Key words: internet channel trade value brand loyal visitors channel loyal visitors |
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