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电商平台渠道监管的主要问题与建议
发布时间:2020-01-18

  摘    要: 《电子商务法》的颁布实施,为电子平台营销渠道提供了法律规范与指引,加强渠道监管是现阶段的主要任务。文章从营销渠道角度分析了电商平台特征,提出电商平台渠道监管政策建议。

  关键词: 电商平台; 营销特征; 渠道监管;

赢发彩票代理   YIJU《DIANZISHANGWUFA》JIAQIANGDUIDIANSHANGPINGTAIQUDAOJIANGUAN,SHICUJINDIANZISHANGWUSHICHANGYUSHITILINGSHOUSHICHANGXIEDIAOFAZHANDEGENBENBAOZHANG。DUIDIANSHANGPINGTAIZHIDINGYOUZHENDUIXINGDEJIANGUANCUOSHI,QIJIBENQIANTIZHIYISHIBIXUZHANGWOGAILEIXIAOSHOUPINGTAIDEYINGXIAOTEZHENG。

  1 、电商平台营销特征

赢发彩票代理   YUCHUANTONGYINGXIAOQUDAOXIANGBI,DIANSHANGPINGTAIDETEDIANJIZHONGBIAOXIANZAIRUXIASANGEFANGMIAN。

  1.1、 渠道长度变短,宽度增加,深度加深

  YASUOYINGXIAOQUDAOBINGJINKENENGSUODUANSHENGCHANQIYEYUXIAOFEIZHEZHIJIANDEJULI,ZHEISHIYINGXIAOQUDAOBIANGEYUCHUANGXINDEHEXINSUOZAI,DANZHEIZHONG“TUOMEI”SHIQUDAOJIEGOUZAICHUANTONGYINGXIAOMOSHIXIABINGBUJUYOUSHENGCUNKONGJIAN。HULIANWANGJISHUTIAOJIANSHISUODUANYINGXIAOQUDAOCHENGWEIKENENG。DIANSHANGPINGTAIKUAISUDIBAGONGYINGSHANGXINXIJIZHONGZAIYIQI,YIWANGDIANXINGSHIXIANGWANGSHANGYONGHUTIGONGCHANPINXUANZE,SHIXIAOFEIZHEBIANJIEDIXUANGOUCHANPINBINGJINXINGJIESUAN。GAIMOSHIHEXINJINGZHENGLIZAIYUBIMIANLEXINXIBUDUICHENG,SHIGONGXUXINXIZHIJIEDUIJIE。QIYEBABUTONGDIYUXIAOFEIZHEZAIWANGSHANGXUNSUJIZHONGZAIYIQI,SHENGQUELEYINSHUA、GUANGGAODENGYINGXIAOFEIYONG;ERXIAOFEIZHENENGGOUKUAISUHUOQUDALIANGCHANPIN、JIAGE、FENXIAO、CUXIAODENGGONGJIXINXI,TUPOSHENGCHAN、XIAOSHOUSHIKONGJIANGE,BIANYUCHANPINGONGNENGSHUXINGDUIBI;JIAOZHISHITIDIAN,DIANSHANGPINGTAIQUANTIANHOUJINGYING、WUXUYINGYECHANGSUO、BUSHOUKONGJIANXIANZHIDEJINGZHENGYOUSHI,YIWANGSHANG“XUNIDIANPU”MOSHIJIANGSHITIDIANTUIXIANG“XIANSHANGXIANXIAXIANGJIEHE”LINGYU。

  1.2、 消费决策信息集中于二维空间

  DIANSHANGPINGTAIYITUOYUDIANZI、SHUZIJISHUJIAOYICHANGSUO,SUOCHENGZAIKETISHIXINXIHESHUJU,BACHANPINGONGNENG、ZHILIANG、JIAGE、XIAOSHOUQUDAODENGXINXITONGGUOTUPIAN、WENZI、SHENGYINCHENGXIANZAIXIAOFEIZHEMIANQIAN。DANCHULESHI、TINGFANGMIANDECUXIAOZUOYONGWAI,TABINGMEIYOUQITAKEGUANCHAYAOSUZENGQIANGQICHUANBOXING。RUGUOCONGCHUANBOJIAODUFENXI,GAIQUDAOMOSHIZHEIYI“XIANTIANBUZU”ZHENGSHIJINNIANLAIWENTIPINFADEGENYUAN。YITUOBINGBUDUANQIANGHUAZHEIZHONG“ERWEICHUANBOXIAOGUO”SHIGAILEIPINGTAIDEZHONGYAOTEZHENG。

  1.3、 “脱媒”效应与带动物流发展

  直接营销渠道模式以邮购、电话营销、电视购物、厂家直销等方式而存在。互联网时代的电商平台把此类模式推向新高度,批发、零售、代理等中间商价值下降,新型物流运送企业迅速兴起,“生产企业-电商平台-物流企业(电商自营或第三方)-消费者”渠道模式在一些领域正在替代传统模式。这种变化部分地实现了19世纪20年代美国营销界的去中间商“脱媒”设想,商品运送、分类、仓储、信息获取等功能也部分或全部地向电商平台、物流运输企业转移。这是近年来物流行业迅速发展的原因。
 

手术室护理潜在的不安全因素分析及预防对策
 

  2 、电商平台渠道监管的主要问题

  DIANSHANGPINGTAIQUDAOZHENGCESHEJIWENTIZHUYAOBIAOXIANZAIYIXIASANGEFANGMIAN。

  2.1 、电商运营缺乏社会信用基础

  DIANSHANGPINGTAIQIANQUEXINYONGJICHU,MUQIANQUDAOJIANGUANZHENGCEZHENDUIXINGCHA。DIANSHANGPINGTAI“BINGDUSHI”KUAISUCHUANBOXIAOGUOJIDUANSHIJIANNEIHUIJIDALIANGGONGQIUXINXI,SHIXIANLEDICHENGBENXINXIDUIJIEJIXINXISHUANGXIANGHUDONG,YINERJIANSHAOHUOZHECONGGENBENSHANGXIAOCHULEXINXIBUDUICHENGWENTI,JINERCUCHENGKUAISUJIAOYI。DANZHEIZHONGYEMANSHIZENGZHANGSHIYIXINXIJIAOHUANJIZHIHESHUJUHUOQUWEIJICHU,JIAOYIRENHEYIFANGCUNZAIXINXISHIZHENHUOGUYIZAOJIAJIUKENENGZAOCHENGYIXILIEWENTI。HULIANWANGCHUANBO“ERWEI”JUXIANXINGJIQITASANGEGANGUANWEIDUBIXUYIXINYONGWEIJICHU,DAOZHIBUFENCHANPINLEIBIEDICAIYONGDIANSHANGPINGTAIXIAOSHOUMOSHIBIRANYINQISHANGPINBIYAOXINXIQUESHI,DAOZHIJIAHUOBILISHANGSHENG、XIAOFEIZHETOUSUZENGJIA。DIANSHANGPINGTAIYINGXIAOCHUANBOZHEIYITEDIANJUEDINGLEQIBUNENGHANGAISUOYOUSHANGPIN。DANSHIZAIQUDAOJIANGUANFANGMIAN,MUQIANBINGMEIYOUTIXIANCHUZHEIZHONGCHAYI。

  2.2 、电商改变了利润结构与渠道流向

  DIANSHANGYASUOLIUTONGQUDAODAOZHILIRUNXIANGSHENGCHAN、DIANSHANG、WULIUDENGLEIQIYEJIZHONG,QUDAOJIANGUANZHENGCEQUEWEI。CHUANTONGSHANGYEMOSHIXIASHENGCHAN、LIUTONGGUOCHENGZHONGLIRUNZHUYAOZAISHENGCHANQIYE、DAILISHANG、PIFASHANGHELINGSHOUSHANGJIANFENPEI,YINGXIAOQUDAOHUANJIEJIAODUO,GEHUANJIELIRUNZHANLIBINGBUGAO。DIANSHANGPINGTAIMOSHIXIALIUTONGHUANJIESUODUAN、QUDAOZHONGJIANSHANGJIANSHAO,LIRUNZHUYAOZAISHENGCHAN、DIANSHANG、WULIUDENGQIYEJIANFENPEI,YINERGEGEHUANJIELIRUNZHANBITISHENG。DIANSHANGPINGTAIYINGXIAOCHENGBENDIYUTONGDENGXIAOSHOUGUIMOSHITIQIYE,JUYOUJIAGEYOUSHI,LIRUNEXIAJIANGBINGBUYINGXIANGLIRUNLV,YINERJIANGLINGSHOUYEDAIRU“DIJIAGE-GAOLIRUN-DIJIUYELV-DIZHILIANGBAOZHENG-DIXIANCHANGTIYAN-DIXINRENDU-GAOTOUSULV-GAOFUMIANQINGXU”DEHULIANWANG“PAOMO”ZHONG。ERYITUOHULIANWANGZHANKAIDEKUAQUYU、KUAXINGYESHENTOUYIJIBABUTONGSHIKONGTIAOJIANXIAYAOSUZHENGHESUOXINGCHENGDEJINGZHENGYOUSHI,JIAJULEBUGONGPINGJINGZHENGHEXINGYELONGDUAN。MUQIANQUDAOJIANGUANZHENGCEDETIXIHENEIRONGSHEJIDOUYUYIZHIZHEIZHONGWUXUJINGZHENGYOUYIDINGCHAJU。

  2.3、 电商平台增加了渠道监管难度

  DIANSHANGPINGTAISHUYUWUSHITIDIANPUJINGYINGXINGSHI,WUXUGUDINGJIAOYICHANGSUOCHENGLIECHANPIN,YINERJINGYINGZHUANGKUANGXIANCHANGJIANGUANNANDUJIAODA。XIANXINGSHITIDIANPUQUDAOJIANGUANFANGSHIDUIJIANGUANDIANSHANGPINGTAIXIAOGUOBUMINGXIAN。“WANGLUOGOUWUPINGTAI”YINGXIAOQUDAOMOSHICHUYUWUDIANPUJINGYINGHESHITIDIANPUJINGYINGZHIJIAN,QIXINGSHIYUESHIXIANGZHEZAIXIANFANGXIANGFAZHAN,QUDAOJIANGUANNANDUJIUYUEDA。DIANSHANGPINGTAIMOSHIDUICHUANTONGQUDAOJIANGUANZHENGCETICHUTIAOZHAN,DAOBIXIANXINGJIANGUANCUOSHIXIANGZAIXIANFANGXIANGFAZHAN。QUDAOJIANGUANBIANGEYINGDANGYUSHANGYELIUTONGBIANGETONGBU,ZAIDIANSHANGPINGTAIQUDAOZIYUANKAIFA、LIYONGFANGMIANTIXIANCHUDAOXIANGXING。

  3 、电商渠道监管政策建议

  3.1 、强化对生产、流通端点监管

  DIANSHANGPINGTAIGAIBIANLECHUANTONGYINGXIAOQUDAOSHENGCHAN、LIUTONGHUANJIEJIANGUANMOSHI,CUSHISHUIYUANXIANGSHENGCHAN、LIUTONGDUANDIANJIZHONG。ZHONGJIANSHANGZHONGLEIBIANSHAO、HUANJIESUODUANJIJIAOYILIANGJIANSHAO,DAOZHIJIAOYIEXIAJIANG。JIANSHAOZHONGJIANJIAOYIHUANJIEJIESHENGLECANGCHU、YINGXIAODENGFEIYONG,DAOZHIZHONGJIANHUANJIEZENGJIAZHIXIAJIANG,YIWEIZHEDIJIAGE、DICHENGBENYUNYINGDEDIANSHANGPINGTAIMOSHISUIRANYOULIYUSHENGCHANQIYETONGGUODIANSHANGXUNZHAOZUIZHONGYONGHUERGENGBIANJIEDIBACHANPINXIAOSHOUCHUQU,DANQUESHIZHENGGEYINGXIAOQUDAOLINGSHOUEJIANSHAO。KAIZHENG“WANGGOUXIAOFEISHUI”YOULIYUJINGHUADIANSHANGPINGTAIYINGSHANGHUANJING,WEIQIGENGHAOFAZHANCHUANGZAOTIAOJIAN。

  3.2、 根据产品类别设计监管政策

  JINGUAN“JIANSHUIJIANGFEI”SHILINGSHOUXINGYEZONGTIQUSHI,DANSHIYINGDANGYIJUSHIJIXINYONGZHUANGKUANGZHIDINGJIANGUANZHENGCE。DUIBUSHIHEDIANSHANGXIAOSHOUDECHANPIN,YAOYANGESHEDINGXIAOSHOUTIAOJIANYIJIZHIFUTIAOJIAN;DUIBUTONGCHANPINLEIBIEDIANSHANGJINGYINGZHESHEDINGXINGYEZHUNRUTIAOJIAN,XINGCHENGYOUFAZHIYUESHUDEYUNYINGHUANJING。DUIZONGHELEIDIANSHANGJINGYINGFANWEIYINGYOUSUOXIANZHI。

  3.3、 鼓励电商企业与实体店优势互补

赢发彩票代理   ZAIQUDAOZHENGCEFANGMIANYINGDANGSHELIDIANSHANGQIYESHUILV、SHITIDIANPUSHUILVYIJIDIANSHANG-SHITIDIANPUSHUILV。DIANSHANGPINGTAIGONGNENGLEISIYUCHUANTONG“JISHICHANGSUO”,YIDIANZICHANGSUOQUDAISHITICHANGSUOJIESHENGLETUDI、CANGCHUDENGGUDINGZICHANTOUZI,DANYINQUEFASHITIHUOWUXIANCHANGTIYANYIJIXUYAOYUFUHUOKUAN,SHIZHEIZHONGPINGTAICUNZAIZHECHENGXINJINGYINGWENTI。JINGUANXUDUODIANSHANGQIYECHENGNUO“WULIYOUTUIHUO”,DANXIAOFEIZHEGOUMAISHOUCUOXINLIYIJIJIYU“TONGQINGXIN”BUYUANYIZHUDONGTUIHUODENGXINGWEI,KEGUANSHANGDAOZHIPINGTAIJINGYINGGUANLIWENTIWAIBUHUA,SUNHAISHEHUIGONGGONGHUANJING。WANQUANRENYOUDIANSHANGPINGTAIZAIGONGHUOXINXIBUQIBEITIAOJIANXIACUCHENGXIAOSHOU,SHISHISHANGYOUXIAOFEIZHECHENGDANLEBUBIYAODEGOUMAIFENGXIAN。YINCIZAIQUDAOJIANGUANSHANGYINGJINKENENGBADIANSHANGPINGTAIYEWUXIANZHIZAIGONGQIUXINXITIGONGYUHUOQUSHANG,JIBIANYUSHENGCHANQIYE、XIAOFEIZHECONGPINGTAILEJIECHANPINGONGJI、XUQIUXINXI,ERBUSHIZHIJIEWANCHENGXIAOSHOU。DANGRAN,RUGUOSHIBIAOZHUNHUA、HANYOUJISHU、ZHILIANGRENZHENGDECHANPIN,HUOZHEPINPAIZHIMINGDUBIJIAOGAODECHANPIN,ZHIJIEZAIDIANSHANGPINGTAISHANGWANCHENGXIAOSHOUYEYINGDANGSHIYIZHONGSHOUGULIDEJIAOYIXINGWEI。CONGZHEIGEYIYISHANGJIANG,ZAIQUDAOJIANGUANSHANGYINGDANGDUIDIANSHANGPINGTAISUOXIAOSHOUCHANPIN、FUWUDELEIBIE、ZHILIANGBIAOZHUN、PINPAIHUACHENGDU、ZAISHITIDIANPUXIAOSHOUSHIJIANDENGZUOCHUXIANGYINGGUIDING,YIFANGZHIJIAMAOWEILIECHANPINCHONGCHISHICHANG。

  参考文献

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  [2] 我国当前电子商务存在的问题及对策[EB/OL].http://bbs1.people.com.cn/post/1/1/2/155834482.html.
  [3] 苗月新.互联网时代营销观念的变革[J].北大商业评论,2016(1):54-61.
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  [5] 王凤飞.电商渠道:基于网店经营模式的规范化分析[J].财政研究,2014(5):46-48.
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