Accurate Financial Support for Less Developed Areas” Micro E-Business Enterprises:Focusing on Free Shipping Effect
This paper contends that E-economy can be regarded as a kind of relationship marketing on the network and it builds a repetitive fixed-interaction relationship between micro e-business enterprises and consumers.With the purchase of the repeat business,it can cultivate the effect of the micro E-business enterprise”s own reputation,thereby promoting micro E-business enterprise bigger and stronger,and then the online trading can drive the development of the Offline economic.Finally,both the whole region economy and the real economy will get rapid development.In commodity prices,quality,reputation and similar cases,the postage will be the key factor for consumer purchase decision.And if the electric business enterprise provides the free-shipping service,it will significantly improve the network consumers” purchase decision.This situation provides a new opportunity for the local governments of the less developed areas to promote regional Eeconomy.This paper will analyze the inner mechanism of this phenomenon from the view of the behavioral economics.The mechanism is divided into customers make purchasing decisions,local online retailers provide free shipping options,express companies receive transfer payments and local government takes active interventions.Based on this,the article put forward that if local government in less developed areas can offer accurate financial support to every transaction of local micro E-business enterprise,it will greatly increase the motivation of offering the free-shipping service and it will also provide an opportunity to flourish regional E-economy.This new approach to develop the less developed areas” E-business is not only a new theoretical exploration of how to offer the accurate support in the age of electricity economy,but also a new attempt to combine behavior economics with regional development economics.
less developed areas” economy micro e-business enterprises accurate financial support free shipping behavioral economics
Zhanbing Huang Jie Han Xiao Ma
International Business School,Shaanxi Normal University,Xi”an P.R.China
国内会议
China Marketing International Conference 2015 (2015中国市场营销国际学术年会)
西安
英文
191-204
2015-07-24（万方平台首次上网日期，不代表论文的发表时间）