摘要
网上零售作为电子商务的一种方式 ,近几年在国内和国外都发展的很快 ,但它还远不是一个成熟的事物。从事网上零售的企业如何才能推动网上零售整体的发展和自身的发展 ,如运用市场营销的HM理论及保障因素和激励因素理论 ,从网上消费者需求的角度分析判断消费者之所求。
Online retailing as a way of e-commerce has been developing very fast at home and abroad; yet far from being mature. In order to achieve the real overall self-development, the enterprises engagedin online retailing need make use of such marketing theories as HM theory and the theory of hygienic factors & motivetor to analyse the demand of consumers online.
出处
《商业研究》
北大核心
2002年第9期117-119,共3页
Commercial Research
关键词
网上零售
保障因素
激励因素
online retailing
hygienic factor motivetor
