电子商务4Ps的表现及其应用

ABSTRACT

    The widespread application of computers and increasing of internet users has brought the online trading to a new era. The application of 4Ps in e-commerce, which is distinguishable from shops in the real terms, have come into its own way. Meanwhile, they become so unique that leveled up 4Ps to a more evident way in online shopping. Netizens involved in the activity of online shopping are influenced by the reasons that can be analyzed in the components of 4Ps in the process of buying the products showed online.
    In order to have a good understanding of the components and application of 4Ps online, the definition of 4Ps, namely product, price, place, and promotion, should be analyzed first. Product is the basic element in the course of transaction, price is the only element in 4Ps that creates avenue, place is to discuss distribution, and promotion is about the means to promote product. These 4Ps are combined together to be applied in-commerce, whose platform is internet websites, such as e-bay and Taobao. The components of 4Ps in marketing mix, in the entity shops, are investigated from the perspective of sellers by Kotler，an American economist. In e-commerce, the components of 4Ps are still available and the application have been helpful for sellers to build a platform to attract more buyers. In short, this article attempts to explore the components and application of 4Ps in e-commerce.

Key Words: 4Ps, e-commerce, components, application
摘  要

电脑的普遍应用及网民的增加将电子商务带入了一个全新的时代。4Ps（产品，价格，分销，促销）在电子商务中的应用表现异于其在实体店中的应用表现，并显示出其作为网络产物的独特特征。于此同时，4Ps在网络购物的整个过程中的表现也越来越显示出其特色，而那些在网上购物的网民购买某中物品与否则受到可以用4Ps成分来解释。
此文首先解释了4Ps，即产品，价格，分销，促销，的定义来更好的了解4Ps在电子商务中的成分表现及其应用。这些成分在电子商务中是紧密联系在一起的—产品作为4p在电子商务中的基础交易物，价格则是唯一显示收入的成分，分销讨论了分销渠道，促销则提供了推销产品的方式。电子商务的平台是如易趣、淘宝之类的网站。美国经济学家科特勒的4Ps的成分表现研究是考虑在实体店中经营的商家的。而在电子商务中，4Ps成分表现同样适用，并为商家提供建设吸引买家的网络平台提供借鉴。

关键词：4Ps；电子商务；表现；应用 

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