网络团购和传统渠道的冲突与互补

On the Conflict and Complementary of Online Group Shopping and Traditional Channel

网络团购这个渠道是否能为企业带来新的利益增长点,这个利益增长点起到的作用能否大于网络团购对传统渠道可能形成的冲击,是值得研究的问题。研究表明,网络团购的作用不仅仅是为了达成交易量,同时也具有推广和宣传的作用,带来更多的潜在消费群体在传统渠道上进行消费;而传统渠道能为企业带来稳定的收益,是企业开展网络团购活动的基础。网络团购与传统渠道的关系是像企业的两支手,它们面临着不同的消费群体,并存在各自的优势与劣势,避免冲突并形成合作互补才是最佳途径。

Whether online group shopping can bring new profit growth point and whether the effect of this profit growth point is larger than the possible impact of online group shopping on traditional channel is a question worthy of research.It proves that the effect of online group shopping is not just to achieve trading volume.Meanwhile,it also has the effects of promotion and propaganda to bring more potential consumption groups to consume with traditional channel.While traditional channel can bring enterprises with steady profits,which is the foundation for enterprises to undertake online group shopping activities.The relation of online group shopping and traditional channel is like the two hands of an enterprise.They are facing with different consumption groups with their advantages and disadvantages.Therefore,it is the best approach to avoid conflicts and form cooperation complementary.