摘要
当前自有品牌已成为提升零售企业核心竞争力的战略选择。目前中国很多零售商尝试开发自有品牌产品。京东依托京造品牌效应,近几年来发展势头强劲。本文主要采用python数据挖掘技术,以京东京造充电宝为例,挖掘在线评论中质量、价格、服务、物流四方面的评论内容并深入进行剖析。结果表明,京东京造充电宝在上述四方面均存在问题,建议京东京造自有品牌应加大研发投入、加强成本管理、完善服务体系、打造智慧物流,也为国内其他电子商务企业开发自有品牌提供借鉴。
Currently,self owned brands have become a strategic choice to enhance the core competitiveness of retail enterprises.Currently,many retailers in China are trying to develop their own branded products.JD,relying on the brand effect of Jingzao,has shown strong development momentum in recent years.This article mainly uses Python data mining technology,taking the example of the Jingtokyo made power bank,to mine the comment content in four aspects of quality,price,service,and logistics in online comments and conduct in-depth analysis.The results indicate that there are problems with the above-mentioned four aspects of Jingtokyo made power banks.It is suggested that Jingtokyo made self owned brands should increase research and development investment,strengthen cost management,improve service systems,and create smart logistics.This also provides reference for other domestic e-commerce enterprises to develop their own brands.
作者
王喜凤
王河川
WANG Xi-feng;WANG He-chuan(Business School of Xinyang University,Xinyang,Henan 464000;Central South University of Forestry and Technology,Changsha Hunan 410000)
出处
《江苏商论》
2024年第5期21-24,共4页
Jiangsu Commercial Forum
基金
河南省哲社科规划一般项目:实体零售自有品牌线下顾客体验对线上顾客购买意愿影响研究(2021BJJ081)。
关键词
自有品牌
在线评论
京东京造充电宝
self owned brand
Online comments
Tokyo made power bank
