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目前家电连锁企业网店存在许多问题,在区域视角下,由于与自身实体店的主要目标市场接近,因此建立网店不但要在前期投入巨额的成本,而且可能会与自身的实体店发生冲突。在产品的视角下,由于与网上商城产品及服务类似,可能导致激烈的价格战,这样对家电网购的哪一方都是不利的。文章围绕着合理定位,尝试运用“区域”和“产品”两个维度的方法对网店进行市场定位,最后做出以发展“网购长尾”为目标市场,以自有品牌为主打产品的市场定位,并对如何科学的运用长尾理论指导实践活动进行了探索。
At present, there are many problems in the home appliance chain shop. In the regional perspective, due to close proximity to the main target markets of its own physical stores, setting up the online shop not only involves huge costs in the early stage, but also may conflict with its own physical stores. In the product perspective, due to the similarities with the online mall products and services, may lead to fierce price war, so which of the home appliance online shopping is not good. The article focuses on the reasonable positioning and attempts to use the two dimensions of “area ” and “product ” to locate the online shop and finally make the target market of “online shopping long tail” with its own Brand oriented product positioning of the market, and how to use scientific guidance long-tail theory to guide practical activities were explored.