策略性消费行为对食用菌网购平台盈利能力的影响

The Impact of Strategic Consumption Behavior on the Profitability of Online Edible Fungi Shopping Platforms

因策略性消费行为的存在势必会提高网络营销的交易成本,而且同类食用菌产品存在着理化特性趋同的性状,便会在激烈的网络竞争中增大食用菌厂商实施应对措施的难度。具体到影响食用菌网购平台盈利能力方面,主要反映在影响食用菌厂商的资金周转、利润形成和盈利结构。提升食用菌厂商盈利能力的措施,可从掌握策略性消费行为的生成机理、动态调节线上与线下的销售份额、以食用菌品牌建设实现品牌溢价、融入食用菌文化元素提升附加值4个方面展开构建。

The existence of strategic consumer behavior will inevitably increase the transaction cost of online marketing, and similar edible fungi products have the same physical and chemical characteristics, which will increase the difficulty for edible fungi manufacturers to implement countermeasures in the fierce online competition. Specifically, in terms of affecting the profitability of edible fungi online shopping platforms, it is mainly reflected in affecting the capital turnover the profit formation and the profit structure of edible fungi manufacturers. Measures to improve the profitability of edible fungi manufacturers can develop from four aspects. Which are mastering the generation mechanism of strategic consumption behavior, dynamically adjusting online and offline sales shares, building a brand of edible fungi to achieve brand premium, integrating edible fungi cultural elements to increase added value.