Goods E-commerce Suitable For Study

The development of modern information technology and globalization of world economy resulted in a brand new trading style, E-commerce. It is a revolutionary innovation that applied information technology in to the realm of trading, and it surely will change our business environment. When commerce became E-commerce, one of the most important step, marketing, evolve into a new concept: the online-marketing. As the online-marketing developing, more and more problems are raising, such as few enterprises move their business online, the usage rate of internet is not high, few commodities are sold online. One of the most important problems is that: which kind of commodity can suit the characteristics best and make the "online value-adding" be true?Since online marketing is a new economic practice, a systematic theory is being desperately needed to be built to guide the practice. This research, to some extent, can enrich the online marketing theory. And because the research has high requirements on real practice, thus, the research has high theoretic value on the guidance of practice.Through study the latest achievement about this problem home and abroad, this paper summarize two major direction of the research, those are: inner index evaluation based on commodities' own properties and outer index evaluation based on the marketing environment outside the commodities themselves.Then the paper analyses the environment of online marketing, sum-up the characteristic of online marketing environment from 4 aspects: online consumer, online marketing channel, logistic environment and payment environment. Combined with the analysis on major research directions in today's academe, the paper builds an evaluation index system that combined the inner index and outer index, with two level of index.Like evaluation of fashionable dresses and painting, commodities' fitness for E-commerce has strong uncertainty. The fuzzy nature of multi-evaluation-facts makes it necessary that the procedure should combine the subjective evaluation with the objective evaluation, and should consider quantitative analysis as well as qualitative analysis. What's more, the facts that affect each index are quite different, some can be got by statistic method, and some can only be gained by Delphi method or randominvestigation. Thus, a method that can best satisfy the requirements mentioned above is needed. As for such a problem, this paper uses fuzzy overall evaluation that is good at combining quantitative analysis and qualitative analysis to solve the problem.After a evaluation system has been built, the paper introduces how to use this evaluation method in practice with an example, and find out which kinds of commodities are fit for the E-commerce, and which are not, of most commodities that are selling today.Finally, according to the research on theory and appliance in practice, the paper comes to a conclusion and makes some predictions about future development of the subject.