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随着互联网线上分销的兴起,网络中间商迅速发展,大型网络零售平台出现,使得商品流通方式发生了改变。制造商通过在第三方线上零售平台将产品的属性、价格等信息展现给顾客,能尽可能降低消费者在线搜寻、选购、支付的成本,更为直接而高效地形成交易渠道。为更快更好地吸引消费者注意力,制造商可借助第三方服务平台的网络零售平台在顾客收集产品信息、口碑评价等方面的重要作用,提升品牌在网络零售平台的展露度。一要利用线上渠道,将现实中与客户沟通的商业平台转移嫁接到网络零售平台上,快速而便捷地向企业产品目标市场传递产品和服务信息;二要以主动姿态与线上渠道商建立合作关系,形成自身稳固的线上分销渠道;三要在选择网络零售平台合作伙伴时放开视野,不宜过度集中于某一线上渠道;四要借助互联网开展多平台营销活动。
With the rise of internet online distribution, the rapid development of network middlemen and the emergence of large-scale online retail platforms have changed the mode of circulation of commodities. By displaying the attributes, prices and other information of the products to the customers through the third-party online retail platform, the manufacturer can reduce the cost of online search, purchase and payment as much as possible to form the transaction channels more directly and efficiently. In order to attract consumers’ attention faster and better, manufacturers can make use of the online retail platforms of third-party service platforms to play an important role in collecting product information and evaluating word-of-mouth, etc., so as to enhance the brand’s exposure on online retail platforms. First, we must use online channels to transfer the reality of the commercial platform to communicate with customers on the network retail platform, quickly and easily to the enterprise product target market delivery of products and services information; Second, we must take the initiative to establish an attitude with the online channel Cooperation to form their own solid online distribution channels; Third, we must choose the network retail platform partners to open the field of vision, should not be too focused on an online channel; Fourth, to carry out multi-platform marketing activities through the Internet.