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本文通过文献梳理提炼网络渠道选择的影响因素,借助模糊集理论和决策实验方法,分析顾客需求、产品和渠道环境等因素间的相互关系,并识别关键因素。研究表明需求价格敏感性、产品特性、网络渠道成本和网络渠道便利性是四个原因因素,其他是结果因素;产品设计、产品特性、渠道价格差异、网络渠道成本、网络渠道便利性和品牌竞争是关键因素。
In this paper, we review the influencing factors of extracting network channel selection through literature review, and analyze the relationship between customer demand, product and channel environment and identify the key factors by means of fuzzy set theory and decision-making experiment. Research shows that demand price sensitivity, product characteristics, network channel costs and network channel convenience are the four reasons, others are the result factors; product design, product characteristics, channel price differences, network channel costs, network channel convenience and brand competition Is the key factor.