| 张相斌,刘欢.电商渠道下沉的机遇与挑战[J].南京邮电大学学报(社会科学版）,2015,(03):59~64 |
| 电商渠道下沉的机遇与挑战 |
| Opportunities and challenges of channel sinking in Ecommerce |
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| DOI： |
| 中文关键词: 电子商务 渠道下沉 低线城市 农村 营销策略 |
| 英文关键词:commerce channel sinking low tier cities marketing strategy |
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| 中文摘要: |
| 国内经济环境复杂，市场竞争加剧，电商巨头企业经过多年的业务发展，一二线城市的电商格局已基本成型，要在保持存量的基础上寻求增量，渠道下沉战略纷纷提上日程。四至六线城市以及农村市场在电子商务领域空白区域多，发展前景广阔，无疑成为电商企业寻求经济增长的新蓝海。然而电商企业在拓展这个新兴市场的过程中，面临经济、文化、地理等多种因素的制约。当然，机遇与挑战并存，低线城市网民数量的骤增、网络基础设施的完善以及网购需求的增加等等都为电商企业的发展创造了利好的环境。在此情境下，电商企业唯有紧抓良好机遇，梳理思路，打破制约，勇于迎接挑战，才能走得更远更稳健。 |
| 英文摘要: |
| With the coming of complex economic environment and fierce market competition, large e commerce enterprises have taken possession of the huge market of the first and second tier cities in China after years of efforts. To seek incremental market while keeping the existing stock, it is necessary for e commerce companies to put the strategy of implementing channel sinking on their agenda. Compared with big cities, small cities as well as rural areas leave an abundance of blank space in the field of e commerce and good market prospects, which is attractive for profit seeking companies. However, in the process of developing this new market, many restriction factors such as economy, culture and geography may be faced by companies. Opportunities and challenges coexist, of course. The increase in the number of Internet users, the improvement of the network infrastructure and the growing demand for the online shopping will bring enormous opportunities for Chinese enterprises. In this context, if the e commerce business enterprises can master the good opportunity, break the restriction and meet challenges courageously, they will develop better. |
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