关于产品电子商务匹配度的研究

On Mat ch of Product and Elect roni c Commerce

电子商务作为全新的产品/服务提供形式，正在改变着几乎所有行业的运营方式。但是，各种产品和服务是否适合在网上销售，现阶段并没有一个完整的理论体系来加以判断。本文从产品和服务的标准化程度、顾客体验度和顾客对产品网上销售的态度三方面来讨论产品的电子商务匹配度，即初步回答了产品是否适合网上销售这个问题。最后本文以中国一家网上商城的部分商品为例，解释了如何在实践中运用本文中提出的判断框架来选择适合电子商务的产品和服务。

Electronic Commerce is a new way to do business and in such an innovative field practices are always ahead of theories.However,this paper provides a systematical framework,which helps e-commerce enterprises choose appropriate products to sell online.To do so,three criteria are explained in detail:Standardization of Product; Purchasing Experience of Customer;Customer s Attitude towards Online Purchasing.At last,a case study is presented to illustrate how to apply these criteria.