题目试论淘宝商城升级对大网店的影响
摘 要
2010年，淘宝商城对其自身进行了升级和完善，提高了技术服务年费、违约保证金以及其他费用，还加强了商城的要求和其他条件。此次升级导致很多小网店卖家不堪重负，对大网店来说也是一个挑战和机遇。本文主要分析了淘宝商城的盈利模式和商业模式，比较了大网店和小网店在经营模式上的差别，运用双边市场理论分析淘宝商城经营模式的特征，运用比较研究方法分析淘宝商城与其他购物网站的特点，并分析了淘宝商城的市场机会和威胁、竞争优势及劣势；采用问卷调查方法，对淘宝商城升级后，消费者和商家的认可度和满意度。针对淘宝商城升级后，顾客流量的减少和其他B2C平台的竞争，对淘宝商城以及其大网店的发展提出了一些建议和策略。
关键词 淘宝商城 升级 大网店 模式
Title Discussion on Taobao Mall upgrades on the influence of shop
Abstract
In 2010, Taobao Mall on its own to upgrade and improve, improve the technical service fee and other expenses, the default margin, also strengthened the mall’s requirements and other conditions. The upgrade resulted in many small shop sellers overwhelmed, the shop is also a challenge and opportunity. This paper mainly analyzes the Taobao Mall business model and business model, compared the big shop and small shop in the operation mode difference, the two-sided market theory analysis of Taobao Mall sales model, applying the methods of comparing analysis of Taobao Mall and other shopping site characteristics, and analyzes the Taobao Mall market opportunities and threats, competitive advantage and disadvantage; using the method of questionnaire investigation, on Taobao Mall after the upgrade, consumers and merchants the recognition and satisfaction. According to Taobao Mall after the upgrade, the customer flow is reduced and the other B2C platform competition, on Taobao Mall and the big store development and put forward some suggestions and strategies.
Kewords Taobao Mall; upgrade; big shop; mode
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