Impact Of Product Characteristics On E-Commerce Operation

With the maturity of market and technique of E-commerce, more and more people begin to accept and take part in E-commerce. How ever, many E-commerce retailers announce their bankruptcy just because of no profit-margin. But in fact, the growing space of E-commerce is still large. Nowadays, research about E-commerce is mostly carried out in the term of market behavior and enterprise strategy, and little research has been conducted in product performance of E-commerce. No scientific paper about which product and service fit for internet sales or a specific marketing system of electric retail. Therefore, by investigating the process of electric retail, this thesis intends to analyze the main factors that effect product performance, find out the relation between the product performance and operation pattern of E-commerce, and deeply discuss how they influence on each other.Since E-commerce is focused on product sales and service providing, we should discuss operation pattern in terms of product performance. The chief sales product tends to focus on certain categories, and different operation pattern fits difference chief product. This thesis researches and sums up eleven chief products of E-commerce home and aboard, investigates the operation pattern of their sales companies, then analyzes the similarity and difference on operation pattern of different products.After thorough research, the paper finds out that some product performance, such us standardization, digital ability, information capacity, time sensibility and so on, will influence the company to adopt different operation under the sales environment of E-commence. Therefore, when it comes to choose operation form and sales style, the E-commerce company must considerate the impact and influence that the product performance will bring. And only in this way, can the company choose the right operation pattern and deliver a profitable benefit.