关键词 第三方平台/电子商务/营销策略/营销研究
THIRD-PARTY PLATFORM MARKETING RESEARCH
ABSTRACT
The U.S. subprime mortgage crisis caused by Wall Street storm, then the global financial crisis for the development of small and medium-sized enterprises, and deeply. Production costs surged, financing difficulties, export obstruction is confused small and medium-sized enterprises mainly three factors, and electronic commerce with its high efficiency, low cost advantages of fast, following the 2003 after SARS domestic business and a life-saving straw, small and medium-sized enterprises, develop the third party e-commerce platform is the ideal way for protection against the bitter cold. Theoretically, online transaction is convenient, efficient and cost-effective ways of doing business in China, but there are a number of electronic business enterprise without realizing real profits. From the particularity of the e-commerce transactions, and analyses the electronic commerce trade both sides to produce a variety of transaction service demand, and puts forward a new definition of third-party e-commerce platform. The study online transactions causes adverse selection, demonstrates the e-commerce intermediary solve adverse selection problem, analyses the principle of third-party e-commerce platform necessity. Established improved reputation model, analyses the success of the operation mechanism of reputation. Why According to different requirements, the service traders to study the function of third-party e-commerce platform, proposes eight kinds of third-party e-commerce platform. As a new form of business, third-party e-commerce platform development is also facing many problems in this paper, based on the study of e-commerce platform management strategy, including -preempt strategy, pricing strategy, strengthen logistics management, etc..
KEY WORDS Third-party platform;E-commerce;Marketing strategy ; Marketing research
