摘要
近年来,随着信息技术的迅速发展,网络成为一种重要的营销渠道,然而网络市场上同样存在柠檬问题。鉴于网络柠檬问题的特殊性,企业的营销策略也应该相应改变,本文提出的营销策略主要包括充分利用网络中介的作用、声誉转移策略、促成产品属性转变及参与式定价策略四个方面。
As the developing of information technology,the Internet has become a very valuable marketing channel,however,lemon problems can also be found in the online market.In view of its special characteristic,the marketing strategies should be changed accordingly.This paper designed corresponding marketing strategies for online sellers,these strategies are： make the utmost of the role of intermediaries,reputation shifting strategy,contribute to the transformation of the product attributes,and consumer participative pricing strategies.
出处
《南京财经大学学报》
2010年第5期84-89,共6页
Journal of Nanjing University of Finance and Economics
关键词
网络
柠檬问题
营销策略
Internet
Lemon Problem
Marketing Strategy
