广东工业大学学报 ›› 2019, Vol. 36 ›› Issue (06): 32-37.doi: 10.12052/gdutxb.190082

• 综合研究 • 上一篇    下一篇

电子商务平台下的竞争产品市场结构研究

范梦婷, 刘洪伟, 高鸿铭, 何锐超   

  1. 广东工业大学 管理学院 广东 广州 510520
  • 收稿日期:2019-06-18 出版日期:2019-11-28 发布日期:2019-11-01
  • 通信作者: 高鸿铭(1993-),男,博士研究生,主要研究方向为信息系统与商务智能.E-mail:hm.gao.normal@gmail.com E-mail:hm.gao.normal@gmail.com
  • 作者简介:范梦婷(1994-),女,硕士研究生,主要研究方向为信息系统与商务智能.
  • 基金资助:
    国家自然科学基金资助项目（71671048）

A Research on Competitive Product Market Structure of E-commerce Platform

Fan Meng-ting, Liu Hong-wei, Gao Hong-ming, He Rui-chao   

  1. School of Management, Guangdong University of Technology, Guangzhou 510520, China
  • Received:2019-06-18 Online:2019-11-28 Published:2019-11-01

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摘要： 竞争产品市场结构的识别可以更好地分析主要竞争对手及产品竞争优势.本文利用消费者浏览行为来研究消费者产品介入和产品销售之间的关系.基于某电商网站的点击流数据，用多维尺度标记法（Multidimensional Scaling Technique，MDS）和K-mean聚类模型对产品市场结构进行建模.结果表明，MDS处理的维度1直接揭示了产品销售与消费者对产品的介入程度呈正相关关系，体现了产品竞争优势的变化趋势.这项研究将有助于通过消费者产品的介入行为了解产品市场结构，并帮助企业及时发现他们的产品定位及市场竞争优势，以调整产品供应链.

关键词: 市场结构, 竞争优势, 产品介入, 多维尺度标记法, K-mean聚类

Abstract: The purpose of identifying the competitive product market structure is to understand the competitors and the competitive edge of the products. Consumers' browsing behavior is studied to discuss the relationship between consumer involvement and product sales. Resorting to the real clickstream data from an e-commerce website, the focal product market structure is modeled by multidimensional scaling technique (MDS) and K-mean clustering. It is found that dimension1 axis processed by MDS intuitively revealing product sales has a positive relation with the degree of consumer involving with product, that is, the competitive edge of the product. This study contributes to theoretically understanding product market structure through consumer involvement, and helps enterprises to detect their brand/product positioning and market competitive edge in time to adjust product supply plan.

Key words: market structure, competition edge, product involvement, Multidimensional Scaling Technique (MDS), K-means clustering

中图分类号: 

  • F713.8
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