工业企业在线销售机构发展路径研究——基于生态位分离与重叠视角的分析

Research on the Development of Industrial Corporate online Sales Units——In View of Ecological Isolating and Overlapping

由于工业品具有技术复杂、应用交互程度高等特点,加之中国市场环境下传统销售渠道强势、不易被取代的特殊情境,我国成熟的工业企业电子商务模式还不明晰。本文通过对最早开展工业电商实践并获得显著效果的企业之一的BC公司进行深入案例研究,以生态位分离与重叠视角分析其新建立的在线销售机构与传统销售机构间关系的变迁,得出结论,其发展路径为:非对称的相利共生→依附竞争→共生竞争→互补共生;该路径的形成是一个"自上而下"和"自下而上"动态循环更迭的渐进过程;互补共生状态是工业电商销售机构的发展趋势。

Industrial products are technically complex and always involved in high degree of interaction. In China industrial sales rely on traditional channels heavily which couldn＇t be easily substituted. So it＇s not clear how to develop the industrial online sales. We conduct an in-depth case study of BC corporate, one among the earliest industrial online sales practitioners, in view of ecological isolating and overlapping to summarize the development of online sales unit, concluded as asymmetric mutualism, dependence but competition, symbiosis but competition, complementary symbiosis; The formation of the path is a dynamic process of bottom-up and top-down; Complementary symbiosis is the future trend of industrial corporate＇s e-commerce model.