| 在线零售商多元化经营特征的实证分析 |
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| 引用本文： | 邵兵家,马蓉,池世龙. 在线零售商多元化经营特征的实证分析[J]. 重庆大学学报(社会科学版), 2011, 17(5): 61-66 |
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| 作者姓名： | 邵兵家 马蓉 池世龙 |
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| 作者单位： | 重庆大学经济与工商管理学院; |
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| 基金项目： | 重庆市科委自然科学基金项目(CSTC,2008BB2042); 教育部留学回国人员启动基金项目(教外司留(2008)890-4) |
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| 摘 要： | 以多元化理论为指导,基于淘宝网上503家初始行业为化妆品的网店抽样数据,对在线零售商多元化时机、多元化类型及多元化产品选择等方面的特征进行了实证研究。结果发现,九成以上信誉度超过五钻的网店实施了多元化经营。在线零售商多元化程度偏低,以相关多元化经营为主,兼顾非相关多元化,并且非相关多元化产品的选择是基于客户需求为中心的扩展。
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| 关 键 词： | 电子商务 多元化 化妆品 淘宝网 |
Empirical Study on Diversification Features of Online Retailers |
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| SHAO Bing-ji,MA Rong and CHI Shi-long. Empirical Study on Diversification Features of Online Retailers[J]. Journal of Chongqing University(Social Sciences Edition), 2011, 17(5): 61-66 |
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| Authors: | SHAO Bing-ji MA Rong CHI Shi-long |
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| Affiliation: | SHAO Bing-jia,MA Rong,CHI Shi-long(College of Economics and Business Administration,Chongqing University,Chongqing 400044,P.R.China) |
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| Abstract: | Guided by diversification theory,diversification degree,diversification type,diversification opportunity,and product decision-making of diversification are studied based on the 503 cosmetics stores Taobao.com.The study finds that more than 90% online shops with over 5 diamond credibility have implemented a diversification.The level of online retailer's diversification strategy degree is low,and the diversification is mainly related-diversification.Unrelated diversified product selection is based on customer... |
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| Keywords: | e-commerce diversification cosmetic industry taobao.com |
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