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通过分析电子商务企业关键成功因素(CSFS)的相关研究,结合在线市场零售商运营特点,归纳出在线零售商运营CSFS的7个特征维度;然后基于淘宝78位卖家的运营策略访谈,采用内容分析法,发现在线零售商运营最重要的3个CSFS分别为适当的营销战略、高水平的服务、专业化的网页设计与产品展示;最后与传统零售业和其它电商的CSFS研究结论进行对比分析,解释了在线零售商CSFS呈现的异同点,从而在实践中为在线零售商合理运营提供参考。
By analyzing the related research of the key success factors (CSFS) of e-commerce enterprises, and combining the characteristics of online retailer operations, seven feature dimensions of online retailers operating CSFS are summed up; then based on the operation strategy interviews of 78 Taobao sellers, content analysis is used. France, found that the three most important CSFS for online retailer operations are proper marketing strategies, high-level services, professional web design and product display; finally, it compares with CSFS research conclusions of traditional retailers and other e-commerce vendors. This explains the similarities and differences between online retailers CSFS and provides a reference for the rational operation of online retailers in practice.