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。
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 demands.
出处
《重庆大学学报（社会科学版）》
CSSCI
北大核心
2011年第5期61-66,共6页
Journal of Chongqing University(Social Science Edition)
基金
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)
关键词
电子商务
多元化
化妆品
淘宝网
e-commerce
diversification
cosmetic industry
taobao.com
