我国网上零售商城网站建设情况分析与评价

Analysis and Evaluation of the Websites of Online Retail Malls of China

随着电子商务产业的迅速发展,我国网购市场逐渐成熟,城市和农村居民的网购能力不断增强。在此环境下,实现对网站的合理评价,会对电子商务零售企业尤其是中小企业的发展,起到关键的指导作用。利用网络链接分析和流量分析的方法进行定量分析,结合排在前40名的网上零售商城网站的实际情况,就网站如何进行内容和规模建设等方面,提出了合理对策建议,以促进网站建设质量及网上销售效益的提升,从而带动网上零售商城企业快速、健康地发展,为电子商务行业在城市市场的日趋成熟及在农村市场的进一步发展提供参考。

With the rapid expansion of e-commerce industry,the purchasing power of Chinese urban and rural residents has substantially increased. Under such circumstances,reasonable valuation of the websites becomes very important,from which online enterprises especially the small and medium scale ones will greatly benefit. Quantitative analysis on the basis of web link and traffic was applied,in which the practical situation of the online retail websites ranked on the top 40 was involved,and some constructive strategies were proposed to improve websites and marketing of the online business. This paper is helpful to the reference of the development of the online business in the urban and rural areas in China.