摘要
随着产品竞争的加剧和网络的广泛使用,同质化产品的网络营销变得越来越困难。如何突破产品同质化局限,创建差异化的产品竞争优势,是网络营销管理中的重点和难点。本文基于信号理论,从信号传递的角度提出销售同质化产品的企业应该向网络消费者传递企业能够提供个性化服务、其产品定价形式灵活多样等多种信号才能有效地促销产品的若干假设,并对其进行了实证分析研究,结论是这些信号都是能够积极促进企业销售同质化产品的。
With increased competition for products and networks used widely,the sales for homogeneous product become difficult increasingly.The ways to resolve those situations are important in network marketing.Based on signal theory,from the signal transmission point,the paper gives some assumptions which are the enterprise should transmit those signals such as personalized service,flexible and diversified product pricing and other forms to customers to sale the products effectively,and empirical analysis was carried out and concluded that these signals are able to promote the homogenization of corporate sales actively.
出处
《河南师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2010年第5期112-115,共4页
Journal of Henan Normal University(Philosophy and Social Sciences)
关键词
信号理论
同质化产品
网络销售
实证研究
signal theory
homogeneous product
network sales
empirical analysis
