導語：論雙邊(bian)市場中(zhong)交易機制與(yu)效(xiao)率一文來(lai)源于網友上(shang)傳(chuan)，不代表本站觀點，若需要(yao)原創(chuang)文章可咨詢客服老師，歡(huan)迎參考。

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有關雙邊市場的研究自本世紀初興起以來，主要圍繞中間商定價行為及其與買賣雙方之間的三方博弈來進行，此外也有文獻對有關雙邊市場的公共政策進行了分析。研究中間商定價行為的文獻可梳理為如下兩大脈絡：一是關于壟斷市場中中間平臺定價行為的研究。Armstrong［6］建立了有關雙邊市場的基準模型，分析了相應的價格結構，認為均衡定價由群體交叉外部效應大小、進場費用具體形式、人中間平臺選擇這三重因素決定。Weyl［7］區分了雙邊市場中異質人條件下的邊際和超邊際效應，并通過引入公共政策變量解決了均衡多重性問題。二是關于競爭性市場中中間平臺定價問題的研究。Caillaud和Jullien［8］建立了提供中間協調服務的兩平臺價格競爭模型，認為即使中間商與買賣雙方之間訂立不同結構的契約，在均衡時所有潛在人仍將被吸引至同一平臺。與此文假設人具有同質性不同，Gabszewicz和Wauthy［9］建立了一個包含異質人的中間平臺雙寡頭競爭模型并發現：當人選擇單一平臺時，存在一個次優均衡且買賣雙方的外部效應強度具有不對稱性，兩個中間平臺均可獲得利潤。與上述研究假設雙中間平臺不同，Guthrie和Wright［10］建立多中間平臺價格競爭模型，以信用卡行業為例著重分析了平臺之間的競爭對中間費用結構的影響，發現平臺間競爭有可能造成中間費用的上漲，而從政策層面弱化平臺間競爭又有可能降低其動態效率。Armstrong和Wright［11］拓展了Armstrong［6］的研究框架，將產品異質性、中間平臺對賣家是同質而對買家為異質三重因素納入理論模型，發現在均衡時買家將進入所有中間平臺，后者通過制定補貼政策和排他性契約以實現吸引買家進入的目的。Galeitti和MoragaGonzalez［12］的獨到之處是采用博弈方法研究雙邊市場中的策略行為，他們假設賣家所出售的產品具有異質性，發現在子博弈完美均衡中中間平臺將市場中的網絡外部性完全內部化，且當買賣雙方無法進行場外交易時，中間平臺獲得市場中的所有經濟租。與國外研究相比，國內學者則多數側重于將雙邊市場作為理論工具和分析視角，用于分析特殊行業或市場中的中間平臺和企業定價行為，如曲創等［13］對壟斷競爭環境下大型零售商策略行為、曲振濤等［14］對網絡效應影響下電子商務平臺定價和競爭機制、巫強和(he)劉志彪［15］就雙(shuang)邊(bian)交易(yi)平(ping)臺(tai)對(dui)構(gou)建國家(jia)產(chan)(chan)業價值鏈(lian)提(ti)升的(de)(de)(de)(de)作(zuo)用(yong)所進行(xing)(xing)(xing)的(de)(de)(de)(de)分(fen)(fen)析等，而對(dui)雙(shuang)邊(bian)市(shi)場(chang)(chang)(chang)(chang)本身所作(zuo)的(de)(de)(de)(de)理論和(he)經(jing)(jing)驗分(fen)(fen)析相對(dui)較(jiao)(jiao)(jiao)少。基(ji)于(yu)(yu)對(dui)國內(nei)外已有(you)(you)文(wen)獻的(de)(de)(de)(de)梳理和(he)評述，本文(wen)認為(wei)(wei)尚有(you)(you)以(yi)(yi)(yi)下三(san)(san)點缺陷：一是多數(shu)(shu)(shu)(shu)采用(yong)簡約式研(yan)究(jiu)方(fang)(fang)法(fa)(fa)（reducedformapproach），對(dui)雙(shuang)邊(bian)市(shi)場(chang)(chang)(chang)(chang)中(zhong)壟(long)斷商、買家(jia)和(he)賣家(jia)之間(jian)的(de)(de)(de)(de)三(san)(san)方(fang)(fang)行(xing)(xing)(xing)為(wei)(wei)缺少策(ce)略分(fen)(fen)析，對(dui)中(zhong)間(jian)平(ping)臺(tai)微觀運(yun)行(xing)(xing)(xing)機制揭(jie)示不足。二(er)是經(jing)(jing)驗研(yan)究(jiu)較(jiao)(jiao)(jiao)為(wei)(wei)缺乏。由于(yu)(yu)雙(shuang)邊(bian)市(shi)場(chang)(chang)(chang)(chang)中(zhong)的(de)(de)(de)(de)主要變量涉及較(jiao)(jiao)(jiao)為(wei)(wei)特殊的(de)(de)(de)(de)微觀數(shu)(shu)(shu)(shu)據，收集此類數(shu)(shu)(shu)(shu)據難度(du)較(jiao)(jiao)(jiao)大(da)，現(xian)有(you)(you)文(wen)獻多側重于(yu)(yu)理論模型分(fen)(fen)析，少數(shu)(shu)(shu)(shu)則借助(zhu)數(shu)(shu)(shu)(shu)值模擬方(fang)(fang)法(fa)(fa)進行(xing)(xing)(xing)研(yan)究(jiu)，基(ji)于(yu)(yu)有(you)(you)效(xiao)(xiao)數(shu)(shu)(shu)(shu)據進行(xing)(xing)(xing)的(de)(de)(de)(de)分(fen)(fen)析極少。三(san)(san)是已有(you)(you)研(yan)究(jiu)主要關注買賣兩方(fang)(fang)在交易(yi)過程中(zhong)所產(chan)(chan)生的(de)(de)(de)(de)外部(bu)(bu)(bu)正(zheng)效(xiao)(xiao)應，而對(dui)其(qi)中(zhong)的(de)(de)(de)(de)外部(bu)(bu)(bu)負效(xiao)(xiao)應未作(zuo)分(fen)(fen)析。鑒于(yu)(yu)此，本文(wen)擬從(cong)以(yi)(yi)(yi)下三(san)(san)方(fang)(fang)面(mian)對(dui)已有(you)(you)研(yan)究(jiu)加以(yi)(yi)(yi)推進：一是運(yun)用(yong)對(dui)策(ce)論分(fen)(fen)析方(fang)(fang)法(fa)(fa)，就雙(shuang)邊(bian)市(shi)場(chang)(chang)(chang)(chang)中(zhong)壟(long)斷商、買方(fang)(fang)、賣方(fang)(fang)三(san)(san)者之間(jian)的(de)(de)(de)(de)策(ce)略互(hu)動行(xing)(xing)(xing)為(wei)(wei)進行(xing)(xing)(xing)分(fen)(fen)析，以(yi)(yi)(yi)闡明雙(shuang)邊(bian)市(shi)場(chang)(chang)(chang)(chang)的(de)(de)(de)(de)微觀運(yun)行(xing)(xing)(xing)機制。二(er)是基(ji)于(yu)(yu)對(dui)全球最大(da)、最典型的(de)(de)(de)(de)專業市(shi)場(chang)(chang)(chang)(chang)———義烏“中(zhong)國小商品城(cheng)”的(de)(de)(de)(de)1萬(wan)余份的(de)(de)(de)(de)問卷調(diao)查(cha)數(shu)(shu)(shu)(shu)據，利(li)用(yong)數(shu)(shu)(shu)(shu)量分(fen)(fen)析方(fang)(fang)法(fa)(fa)對(dui)相關理論命題進行(xing)(xing)(xing)經(jing)(jing)驗分(fen)(fen)析，以(yi)(yi)(yi)測度(du)關鍵變量之間(jian)的(de)(de)(de)(de)數(shu)(shu)(shu)(shu)量關系。三(san)(san)是在關注傳統(tong)雙(shuang)邊(bian)市(shi)場(chang)(chang)(chang)(chang)研(yan)究(jiu)中(zhong)交易(yi)雙(shuang)方(fang)(fang)所具有(you)(you)的(de)(de)(de)(de)正(zheng)外部(bu)(bu)(bu)性的(de)(de)(de)(de)同時，重點揭(jie)示人數(shu)(shu)(shu)(shu)量的(de)(de)(de)(de)變化對(dui)本方(fang)(fang)群(qun)體所產(chan)(chan)生的(de)(de)(de)(de)負外部(bu)(bu)(bu)性。

計量分析

雙邊市場包含三類人，即中間平臺商、買家和賣家，其中中間平臺環節既有可能被單一企業壟斷，也有可能出現寡頭壟斷、壟斷競爭等市場結構。不同環境下的人策略行為、定價結構和外部性特征也不盡相同；買家既有可能是產品的直接消費者，也有可能是批發商；賣家既有可能是產品的生產商，也有可能是某一級商。多數研究［16，17］以付款卡、企業黃頁等個體市場為例對雙邊市場進行理論和經驗分析，這些市場都具有較為顯著的雙邊平臺性質。專業市場作為改革開放之初在中國興起、為廣大中小企業提供產品銷售平臺的中間載體，也同樣具有顯著的雙邊市場特征。盡管各專業市場在所經營的產品類別、規模大小、區域分布等方面存在差別，但其基本結構大致相同，一般由一個實體交易場所、借助市場銷售產品的廠商、在市場上購買產品的批發商組成。交易場所多數由獨立經濟主體運營，且在大型專業市場中也呈現實體市場與網上虛擬市場融合發展的趨勢，即依托實體市場衍生出專業電子商務交易平臺，以此突破實體市場的空間局限性，延伸市場的空間輻射范圍，吸引更多的買賣主體進入專業市場。中小企業由于難以承擔產品銷售渠道建設的高昂成本，并鑒于專業市場所具有的空間輻射效應，因而更愿意依托專業市場的中間平臺出售產品；同時，批發商也會借助專業市場平臺能有效降低產品搜尋成本而直接進入市場采購產品。與已有文獻側重研究雙邊市場定價機制不同，本文著重關注三個問題：專業市場中交易配比成功率與市場中雙邊人（企業、批發商）數量的關系；均衡交易價格與市場中雙邊人數量的關系；雙邊人中的交叉外部性和群內外部性。基于2011年8月筆者所在的項目組對“中國小商品城”市場相關主體進行的共計11萬余份問卷調查結果，本部分將對專業市場規模、攤位費水平、買賣雙方空間分布和市場進入決策等變量的相互關系及影響因素進行分析，以檢驗有關雙邊市場中中間平臺定價行為、正負外部效應等理論闡述。之所以選擇“中國小商品城”作為研究樣本，主要原因在于：一是專業市場本身具有雙邊市場特征，可以作為研究雙邊市場交易配比這一重要問題的有益對象；二是“中國小商品城”為目前全球最大專業市場，其市場發展成熟度、市場影響力較大，雙邊市場中的諸問題體現得較為充分；三是該市場所在地———義烏，為本課題組十多年以來的研究基地，在問卷調查、數據收集方面具有較大優勢，有利于借助翔實數據深化有關雙邊市場交易配比問題的定量分析。（一）數據、變量與描述性統計本次調查共發放問卷13000份，回收有效問卷11765份，涉及與“中國小商品城”市場相關的多類利益主體，包括國內外客商、市場經營戶、市場管理者，此三類群體可分別對應雙邊市場中的買家、賣家和中間平臺壟斷商；同時，還對與當地產業有關的行業協會進行了問卷調查。結果表明，在市場經營戶樣本中，個體戶占94％，公司法人占6％；經營類型屬于生產廠家直銷的占598％，屬中間商的占402％。國內客商將義烏小商品市場作為采購基地平均已有389年，每次的采購金額平均為1015萬元；在國外客商中，英語系客商141人，占701％；阿拉伯語系客商60人，占299％，外商將義烏小商品市場作為采購基地平均已有535年，每次的采購金額平均為295萬美元。市場管理者包括負責日常經營管理的商城集團及所屬各分公司和當地政府職能部門。187名行業協會被調查者分別是圍巾、家紡、床上用品、工藝品、酒店用品、帽業、汽摩配、體育健身用品、皮帶、毛絨玩具、五金、制傘、日用品、皮革、拉鏈、花邊、襪業、線帶等行業協會的會長或骨干會員，基本覆蓋了在市場中經營的主要行業。本次問卷調查有四個特點：一是利益主體多元化。問卷調查對象涉及了與專業市場相關的所有利益主體，包含了本文理論論述部分中的全部人，因此，避免了借助其他數據對相關變量進行間接分析。二是行業分布廣。問卷涉及“中國小商品城”市場中經營的18個行業，便于分析行業特征對買賣雙方進入雙邊市場激勵的影響。三是樣本總數大，這有助于規避小樣本數據情形下容易出現的計量問題，從而得出更具穩健性的結果。四是可信程度高。問卷內容是針對市場經營戶、企業等實際情況所設計的，問題基本不涉及企業生產技術、商業機密、個人收入等敏感性項目；同時，問卷發放、填寫、回收均在相關部門人員監督下完成。根據理論分析的兩個發現，本部分將對雙邊人數量與交易配比效率、交(jiao)(jiao)叉外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)、群(qun)內(nei)外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)、進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)費四個(ge)(ge)(ge)(ge)(ge)(ge)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)及(ji)(ji)其(qi)(qi)(qi)(qi)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)因(yin)(yin)(yin)素作(zuo)研究(jiu)(jiu)；同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)，將(jiang)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)其(qi)(qi)(qi)(qi)他重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)衍生(sheng)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)問(wen)(wen)(wen)(wen)(wen)(wen)題加以(yi)(yi)(yi)(yi)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。本(ben)文(wen)結(jie)(jie)合問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)調查(cha)中(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)(wen)(wen)(wen)(wen)(wen)題設(she)置情(qing)(qing)況(kuang)(kuang)，擬(ni)(ni)(ni)定(ding)(ding)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)4個(ge)(ge)(ge)(ge)(ge)(ge)、自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)16個(ge)(ge)(ge)(ge)(ge)(ge)、控(kong)制(zhi)(zhi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)3個(ge)(ge)(ge)(ge)(ge)(ge)。相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)定(ding)(ding)義(yi)及(ji)(ji)指標(biao)見(jian)(jian)表(biao)(biao)(biao)1、表(biao)(biao)(biao)2。關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)于(yu)(yu)(yu)(yu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)定(ding)(ding)義(yi)，需要(yao)(yao)(yao)(yao)(yao)(yao)說(shuo)明的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)：（1）基(ji)于(yu)(yu)(yu)(yu)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)（即(ji)(ji)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)買賣(mai)(mai)兩(liang)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)）所(suo)(suo)(suo)(suo)作(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)兩(liang)套(tao)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)，本(ben)文(wen)選(xuan)(xuan)擇與(yu)(yu)(yu)(yu)(yu)(yu)研究(jiu)(jiu)主(zhu)(zhu)題有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)四個(ge)(ge)(ge)(ge)(ge)(ge)問(wen)(wen)(wen)(wen)(wen)(wen)題，據(ju)(ju)此(ci)(ci)(ci)(ci)設(she)計(ji)了(le)(le)(le)(le)(le)(le)衡量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)四個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)，其(qi)(qi)(qi)(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)中(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)（市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)力評(ping)(ping)(ping)價(jia)(jia)(jia)、采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)）為(wei)(wei)(wei)(wei)(wei)(wei)主(zhu)(zhu)觀變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)，經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)中(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)（年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)、銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)）為(wei)(wei)(wei)(wei)(wei)(wei)客(ke)(ke)(ke)(ke)觀變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)。市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)規(gui)模(mo)(mo)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)越(yue)高(gao)(gao)(gao)(gao)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)(wei)發(fa)生(sheng)越(yue)頻(pin)(pin)(pin)繁(fan)，則(ze)表(biao)(biao)(biao)示(shi)(shi)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)作(zuo)為(wei)(wei)(wei)(wei)(wei)(wei)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)外(wai)部(bu)正(zheng)效(xiao)(xiao)應(ying)(ying)越(yue)強(qiang)；在(zai)(zai)(zai)(zai)(zai)(zai)其(qi)(qi)(qi)(qi)他條(tiao)件(jian)不(bu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)況(kuang)(kuang)下(xia)，市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)越(yue)高(gao)(gao)(gao)(gao)，則(ze)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)之(zhi)(zhi)于(yu)(yu)(yu)(yu)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)也(ye)(ye)(ye)(ye)越(yue)明顯(xian)(xian)(xian)(xian)(xian)(xian)。（2）針對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)所(suo)(suo)(suo)(suo)設(she)計(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)兩(liang)套(tao)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)也(ye)(ye)(ye)(ye)包含(han)若(ruo)干(gan)個(ge)(ge)(ge)(ge)(ge)(ge)相(xiang)(xiang)(xiang)同(tong)(tong)(tong)(tong)(tong)問(wen)(wen)(wen)(wen)(wen)(wen)題，本(ben)文(wen)選(xuan)(xuan)擇其(qi)(qi)(qi)(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)于(yu)(yu)(yu)(yu)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)(wen)(wen)(wen)(wen)(wen)題作(zuo)為(wei)(wei)(wei)(wei)(wei)(wei)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)。我(wo)(wo)(wo)(wo)(wo)們(men)通(tong)過客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)實(shi)(shi)(shi)(shi)(shi)際(ji)訪談得(de)知(zhi)(zhi)，市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)內(nei)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)提(ti)(ti)升(sheng)、經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)環境(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)改(gai)善(shan)、物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)完(wan)善(shan)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)促(cu)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)買賣(mai)(mai)雙(shuang)(shuang)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)借助(zhu)(zhu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)交(jiao)(jiao)易(yi)具(ju)(ju)有(you)(you)(you)(you)(you)(you)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)作(zuo)用(yong)。據(ju)(ju)此(ci)(ci)(ci)(ci)將(jiang)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)問(wen)(wen)(wen)(wen)(wen)(wen)題作(zuo)為(wei)(wei)(wei)(wei)(wei)(wei)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)納(na)入(ru)(ru)(ru)(ru)(ru)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)框架。同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)，客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)也(ye)(ye)(ye)(ye)作(zuo)為(wei)(wei)(wei)(wei)(wei)(wei)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)被納(na)入(ru)(ru)(ru)(ru)(ru)。由理論分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)知(zhi)(zhi)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)(zeng)(zeng)加對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)買賣(mai)(mai)雙(shuang)(shuang)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)具(ju)(ju)有(you)(you)(you)(you)(you)(you)不(bu)同(tong)(tong)(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)效(xiao)(xiao)應(ying)(ying)，對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)此(ci)(ci)(ci)(ci)將(jiang)結(jie)(jie)合計(ji)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)結(jie)(jie)果(guo)(guo)(guo)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)研究(jiu)(jiu)。（3）三(san)個(ge)(ge)(ge)(ge)(ge)(ge)控(kong)制(zhi)(zhi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)被納(na)入(ru)(ru)(ru)(ru)(ru)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)，以(yi)(yi)(yi)(yi)控(kong)制(zhi)(zhi)地(di)(di)(di)域和(he)(he)(he)(he)(he)(he)(he)(he)(he)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)效(xiao)(xiao)應(ying)(ying)。由于(yu)(yu)(yu)(yu)與(yu)(yu)(yu)(yu)(yu)(yu)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)空(kong)(kong)間(jian)(jian)距離不(bu)同(tong)(tong)(tong)(tong)(tong)，人進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)并(bing)借此(ci)(ci)(ci)(ci)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)買或(huo)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)激(ji)勵(li)(li)有(you)(you)(you)(you)(you)(you)所(suo)(suo)(suo)(suo)不(bu)同(tong)(tong)(tong)(tong)(tong)，市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)也(ye)(ye)(ye)(ye)具(ju)(ju)有(you)(you)(you)(you)(you)(you)差(cha)異(yi)(yi)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)，故此(ci)(ci)(ci)(ci)在(zai)(zai)(zai)(zai)(zai)(zai)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)中(zhong)(zhong)(zhong)(zhong)(zhong)均(jun)(jun)(jun)(jun)(jun)設(she)置了(le)(le)(le)(le)(le)(le)地(di)(di)(di)域（空(kong)(kong)間(jian)(jian)）虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)。同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)，有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)也(ye)(ye)(ye)(ye)納(na)入(ru)(ru)(ru)(ru)(ru)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)，以(yi)(yi)(yi)(yi)控(kong)制(zhi)(zhi)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)效(xiao)(xiao)應(ying)(ying)。表(biao)(biao)(biao)3列示(shi)(shi)了(le)(le)(le)(le)(le)(le)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)描述(shu)(shu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)統(tong)計(ji)值(zhi)(zhi)(zhi)。可(ke)(ke)(ke)(ke)(ke)(ke)(ke)知(zhi)(zhi)，多(duo)(duo)數(shu)(shu)(shu)(shu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)統(tong)計(ji)值(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)均(jun)(jun)(jun)(jun)(jun)值(zhi)(zhi)(zhi)標(biao)準誤差(cha)較(jiao)(jiao)小(xiao)，樣(yang)本(ben)均(jun)(jun)(jun)(jun)(jun)值(zhi)(zhi)(zhi)與(yu)(yu)(yu)(yu)(yu)(yu)總體(ti)均(jun)(jun)(jun)(jun)(jun)值(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)平(ping)(ping)(ping)(ping)(ping)(ping)均(jun)(jun)(jun)(jun)(jun)差(cha)異(yi)(yi)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)較(jiao)(jiao)小(xiao)，樣(yang)本(ben)數(shu)(shu)(shu)(shu)據(ju)(ju)較(jiao)(jiao)好地(di)(di)(di)反(fan)映了(le)(le)(le)(le)(le)(le)總體(ti)數(shu)(shu)(shu)(shu)據(ju)(ju)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)基(ji)本(ben)特(te)(te)(te)征(zheng)(zheng)(zheng)。（二(er)）檢(jian)(jian)驗結(jie)(jie)果(guo)(guo)(guo)與(yu)(yu)(yu)(yu)(yu)(yu)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)1．相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)數(shu)(shu)(shu)(shu)與(yu)(yu)(yu)(yu)(yu)(yu)解(jie)(jie)讀由于(yu)(yu)(yu)(yu)上(shang)(shang)(shang)(shang)(shang)(shang)述(shu)(shu)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)多(duo)(duo)為(wei)(wei)(wei)(wei)(wei)(wei)二(er)項(xiang)或(huo)多(duo)(duo)項(xiang)等級(ji)計(ji)數(shu)(shu)(shu)(shu)數(shu)(shu)(shu)(shu)據(ju)(ju)，因(yin)(yin)(yin)此(ci)(ci)(ci)(ci)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)用(yong)Kendall等級(ji)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)法得(de)出(chu)(chu)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)初(chu)步(bu)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)。表(biao)(biao)(biao)4、5分(fen)(fen)(fen)(fen)(fen)(fen)別(bie)(bie)列示(shi)(shi)了(le)(le)(le)(le)(le)(le)生(sheng)產(chan)(chan)(chan)(chan)(chan)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)批發(fa)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)Kendall等級(ji)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)數(shu)(shu)(shu)(shu)。由表(biao)(biao)(biao)4可(ke)(ke)(ke)(ke)(ke)(ke)(ke)知(zhi)(zhi)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)據(ju)(ju)中(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)（市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)、采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)）與(yu)(yu)(yu)(yu)(yu)(yu)其(qi)(qi)(qi)(qi)他六(liu)個(ge)(ge)(ge)(ge)(ge)(ge)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)均(jun)(jun)(jun)(jun)(jun)呈(cheng)(cheng)現(xian)(xian)(xian)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)：市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)(wei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)與(yu)(yu)(yu)(yu)(yu)(yu)配套(tao)物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)、采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)（P＜0．01）；采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)頻(pin)(pin)(pin)率(lv)(lv)(lv)與(yu)(yu)(yu)(yu)(yu)(yu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)、物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)、前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)三(san)個(ge)(ge)(ge)(ge)(ge)(ge)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)也(ye)(ye)(ye)(ye)呈(cheng)(cheng)現(xian)(xian)(xian)較(jiao)(jiao)為(wei)(wei)(wei)(wei)(wei)(wei)明顯(xian)(xian)(xian)(xian)(xian)(xian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)（P＜0．01）；市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)之(zhi)(zhi)間(jian)(jian)具(ju)(ju)有(you)(you)(you)(you)(you)(you)較(jiao)(jiao)高(gao)(gao)(gao)(gao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)。由表(biao)(biao)(biao)5可(ke)(ke)(ke)(ke)(ke)(ke)(ke)知(zhi)(zhi)，經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)和(he)(he)(he)(he)(he)(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)其(qi)(qi)(qi)(qi)他八(ba)個(ge)(ge)(ge)(ge)(ge)(ge)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)亦呈(cheng)(cheng)現(xian)(xian)(xian)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)：年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)與(yu)(yu)(yu)(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)度(du)(du)(du)(du)、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)技術水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)、客(ke)(ke)(ke)(ke)戶(hu)(hu)(hu)(hu)(hu)認(ren)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)度(du)(du)(du)(du)、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)、電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)、客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)這(zhe)七(qi)個(ge)(ge)(ge)(ge)(ge)(ge)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)呈(cheng)(cheng)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)（P＜001）；經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)與(yu)(yu)(yu)(yu)(yu)(yu)所(suo)(suo)(suo)(suo)有(you)(you)(you)(you)(you)(you)八(ba)個(ge)(ge)(ge)(ge)(ge)(ge)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)也(ye)(ye)(ye)(ye)具(ju)(ju)有(you)(you)(you)(you)(you)(you)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)（P＜001）；兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)之(zhi)(zhi)間(jian)(jian)也(ye)(ye)(ye)(ye)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)。然(ran)而(er)(er)(er)(er)(er)(er)(er)，初(chu)步(bu)結(jie)(jie)果(guo)(guo)(guo)也(ye)(ye)(ye)(ye)顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)環境(jing)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)、經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)呈(cheng)(cheng)現(xian)(xian)(xian)負相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)，需要(yao)(yao)(yao)(yao)(yao)(yao)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)此(ci)(ci)(ci)(ci)作(zuo)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)一(yi)(yi)(yi)步(bu)研究(jiu)(jiu)。據(ju)(ju)此(ci)(ci)(ci)(ci)，本(ben)文(wen)將(jiang)利用(yong)有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)多(duo)(duo)個(ge)(ge)(ge)(ge)(ge)(ge)指標(biao)來(lai)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)深(shen)入(ru)(ru)(ru)(ru)(ru)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。2．回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)與(yu)(yu)(yu)(yu)(yu)(yu)討論針對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)樣(yang)本(ben)數(shu)(shu)(shu)(shu)據(ju)(ju)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)特(te)(te)(te)征(zheng)(zheng)(zheng)，即(ji)(ji)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)均(jun)(jun)(jun)(jun)(jun)為(wei)(wei)(wei)(wei)(wei)(wei)有(you)(you)(you)(you)(you)(you)序(xu)(xu)(xu)分(fen)(fen)(fen)(fen)(fen)(fen)類變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)況(kuang)(kuang)，可(ke)(ke)(ke)(ke)(ke)(ke)(ke)選(xuan)(xuan)擇有(you)(you)(you)(you)(you)(you)序(xu)(xu)(xu)Logistic回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)法進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)研究(jiu)(jiu)。當(dang)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)于(yu)(yu)(yu)(yu)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)和(he)(he)(he)(he)(he)(he)(he)(he)(he)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)兩(liang)項(xiang)具(ju)(ju)有(you)(you)(you)(you)(you)(you)不(bu)同(tong)(tong)(tong)(tong)(tong)且(qie)有(you)(you)(you)(you)(you)(you)序(xu)(xu)(xu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)價(jia)(jia)(jia)時(shi)(shi)(shi)，此(ci)(ci)(ci)(ci)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)法較(jiao)(jiao)為(wei)(wei)(wei)(wei)(wei)(wei)適用(yong)，并(bing)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)得(de)出(chu)(chu)不(bu)同(tong)(tong)(tong)(tong)(tong)水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)之(zhi)(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)，從而(er)(er)(er)(er)(er)(er)(er)獲(huo)得(de)有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)哪一(yi)(yi)(yi)情(qing)(qing)形最有(you)(you)(you)(you)(you)(you)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)發(fa)生(sheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)信息(xi)。表(biao)(biao)(biao)6給出(chu)(chu)了(le)(le)(le)(le)(le)(le)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)有(you)(you)(you)(you)(you)(you)序(xu)(xu)(xu)多(duo)(duo)項(xiang)Logistic回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)結(jie)(jie)果(guo)(guo)(guo)：χ2值(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)較(jiao)(jiao)高(gao)(gao)(gao)(gao)，回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)模(mo)(mo)型(xing)具(ju)(ju)有(you)(you)(you)(you)(you)(you)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)；擬(ni)(ni)(ni)合優(you)度(du)(du)(du)(du)較(jiao)(jiao)好（p＜001）；似然(ran)比(bi)檢(jian)(jian)驗表(biao)(biao)(biao)明，各解(jie)(jie)釋變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)系(xi)(xi)(xi)(xi)數(shu)(shu)(shu)(shu)均(jun)(jun)(jun)(jun)(jun)有(you)(you)(you)(you)(you)(you)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)意義(yi)（p＜001）。由回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)知(zhi)(zhi)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)價(jia)(jia)(jia)和(he)(he)(he)(he)(he)(he)(he)(he)(he)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)買頻(pin)(pin)(pin)率(lv)(lv)(lv)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)多(duo)(duo)數(shu)(shu)(shu)(shu)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)均(jun)(jun)(jun)(jun)(jun)呈(cheng)(cheng)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)，物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)和(he)(he)(he)(he)(he)(he)(he)(he)(he)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)較(jiao)(jiao)高(gao)(gao)(gao)(gao)；經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)和(he)(he)(he)(he)(he)(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)除產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)技術之(zhi)(zhi)外(wai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)其(qi)(qi)(qi)(qi)他自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)均(jun)(jun)(jun)(jun)(jun)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)；市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)評(ping)(ping)(ping)價(jia)(jia)(jia)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)、采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)與(yu)(yu)(yu)(yu)(yu)(yu)電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)、年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)與(yu)(yu)(yu)(yu)(yu)(yu)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)環境(jing)、銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)與(yu)(yu)(yu)(yu)(yu)(yu)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)技術四對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)呈(cheng)(cheng)負相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)。據(ju)(ju)此(ci)(ci)(ci)(ci)，下(xia)文(wen)將(jiang)結(jie)(jie)合理論闡述(shu)(shu)并(bing)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)比(bi)已(yi)有(you)(you)(you)(you)(you)(you)研究(jiu)(jiu)成(cheng)(cheng)果(guo)(guo)(guo)，就重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)深(shen)入(ru)(ru)(ru)(ru)(ru)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。（1）市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)評(ping)(ping)(ping)價(jia)(jia)(jia)與(yu)(yu)(yu)(yu)(yu)(yu)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)。在(zai)(zai)(zai)(zai)(zai)(zai)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)樣(yang)本(ben)數(shu)(shu)(shu)(shu)據(ju)(ju)中(zhong)(zhong)(zhong)(zhong)(zhong)，本(ben)文(wen)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)用(yong)了(le)(le)(le)(le)(le)(le)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)測(ce)度(du)(du)(du)(du)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)指標(biao)，即(ji)(ji)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)評(ping)(ping)(ping)價(jia)(jia)(jia)和(he)(he)(he)(he)(he)(he)(he)(he)(he)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)，前者(zhe)表(biao)(biao)(biao)示(shi)(shi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)和(he)(he)(he)(he)(he)(he)(he)(he)(he)規(gui)模(mo)(mo)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)所(suo)(suo)(suo)(suo)產(chan)(chan)(chan)(chan)(chan)生(sheng)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)及(ji)(ji)其(qi)(qi)(qi)(qi)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)，后(hou)者(zhe)系(xi)(xi)(xi)(xi)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)頻(pin)(pin)(pin)繁(fan)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)估測(ce)。由表(biao)(biao)(biao)6可(ke)(ke)(ke)(ke)(ke)(ke)(ke)見(jian)(jian)，當(dang)以(yi)(yi)(yi)(yi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)評(ping)(ping)(ping)價(jia)(jia)(jia)為(wei)(wei)(wei)(wei)(wei)(wei)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)時(shi)(shi)(shi)，在(zai)(zai)(zai)(zai)(zai)(zai)其(qi)(qi)(qi)(qi)他條(tiao)件(jian)不(bu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)況(kuang)(kuang)下(xia)，認(ren)為(wei)(wei)(wei)(wei)(wei)(wei)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)決策(ce)受(shou)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)本(ben)身影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)概(gai)率(lv)(lv)(lv)最大。回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)還顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)，物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)提(ti)(ti)升(sheng)和(he)(he)(he)(he)(he)(he)(he)(he)(he)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)決策(ce)具(ju)(ju)有(you)(you)(you)(you)(you)(you)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)，說(shuo)明多(duo)(duo)數(shu)(shu)(shu)(shu)將(jiang)物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)及(ji)(ji)其(qi)(qi)(qi)(qi)配套(tao)體(ti)系(xi)(xi)(xi)(xi)是(shi)(shi)(shi)(shi)否完(wan)善(shan)已(yi)成(cheng)(cheng)為(wei)(wei)(wei)(wei)(wei)(wei)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)是(shi)(shi)(shi)(shi)否進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)因(yin)(yin)(yin)素，而(er)(er)(er)(er)(er)(er)(er)且(qie)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)其(qi)(qi)(qi)(qi)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)形成(cheng)(cheng)一(yi)(yi)(yi)種(zhong)鎖定(ding)(ding)效(xiao)(xiao)應(ying)(ying)。基(ji)于(yu)(yu)(yu)(yu)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)發(fa)展(zhan)歷(li)史的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)跟蹤研究(jiu)(jiu)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)以(yi)(yi)(yi)(yi)發(fa)現(xian)(xian)(xian)，無法為(wei)(wei)(wei)(wei)(wei)(wei)交(jiao)(jiao)易(yi)雙(shuang)(shuang)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)提(ti)(ti)供低(di)(di)成(cheng)(cheng)本(ben)和(he)(he)(he)(he)(he)(he)(he)(he)(he)高(gao)(gao)(gao)(gao)效(xiao)(xiao)率(lv)(lv)(lv)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)交(jiao)(jiao)易(yi)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)是(shi)(shi)(shi)(shi)多(duo)(duo)數(shu)(shu)(shu)(shu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)逐(zhu)漸(jian)萎(wei)縮(suo)(suo)甚至消亡的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)原因(yin)(yin)(yin)之(zhi)(zhi)一(yi)(yi)(yi)，而(er)(er)(er)(er)(er)(er)(er)其(qi)(qi)(qi)(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)物(wu)(wu)(wu)流(liu)(liu)體(ti)系(xi)(xi)(xi)(xi)是(shi)(shi)(shi)(shi)極為(wei)(wei)(wei)(wei)(wei)(wei)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)項(xiang)［18］。前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)決策(ce)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)具(ju)(ju)有(you)(you)(you)(you)(you)(you)兩(liang)重(zhong)(zhong)(zhong)含(han)義(yi)：一(yi)(yi)(yi)是(shi)(shi)(shi)(shi)短(duan)期(qi)(qi)內(nei)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)即(ji)(ji)使發(fa)現(xian)(xian)(xian)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)替代的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)交(jiao)(jiao)易(yi)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)，但(dan)是(shi)(shi)(shi)(shi)由于(yu)(yu)(yu)(yu)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)存在(zai)(zai)(zai)(zai)(zai)(zai)，可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)繼續進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)現(xian)(xian)(xian)有(you)(you)(you)(you)(you)(you)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)；二(er)是(shi)(shi)(shi)(shi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)搜(sou)尋(xun)和(he)(he)(he)(he)(he)(he)(he)(he)(he)交(jiao)(jiao)易(yi)轉換依(yi)然(ran)存在(zai)(zai)(zai)(zai)(zai)(zai)一(yi)(yi)(yi)定(ding)(ding)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)難度(du)(du)(du)(du)。（2）采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)與(yu)(yu)(yu)(yu)(yu)(yu)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)。相(xiang)(xiang)(xiang)比(bi)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)評(ping)(ping)(ping)價(jia)(jia)(jia)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)更(geng)(geng)直(zhi)(zhi)接(jie)地(di)(di)(di)測(ce)度(du)(du)(du)(du)了(le)(le)(le)(le)(le)(le)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)、規(gui)模(mo)(mo)、服務(wu)(wu)(wu)(wu)等綜合因(yin)(yin)(yin)素對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)(wei)所(suo)(suo)(suo)(suo)具(ju)(ju)有(you)(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)作(zuo)用(yong)。回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)當(dang)以(yi)(yi)(yi)(yi)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)為(wei)(wei)(wei)(wei)(wei)(wei)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)時(shi)(shi)(shi)，在(zai)(zai)(zai)(zai)(zai)(zai)其(qi)(qi)(qi)(qi)他條(tiao)件(jian)不(bu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)況(kuang)(kuang)下(xia)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)趨(qu)高(gao)(gao)(gao)(gao)與(yu)(yu)(yu)(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)特(te)(te)(te)征(zheng)(zheng)(zheng)有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)。回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)還表(biao)(biao)(biao)明，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)地(di)(di)(di)與(yu)(yu)(yu)(yu)(yu)(yu)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)、物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)和(he)(he)(he)(he)(he)(he)(he)(he)(he)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)，而(er)(er)(er)(er)(er)(er)(er)與(yu)(yu)(yu)(yu)(yu)(yu)電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)負相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)。這(zhe)里需要(yao)(yao)(yao)(yao)(yao)(yao)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)作(zuo)重(zhong)(zhong)(zhong)點分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。傳(chuan)統(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)以(yi)(yi)(yi)(yi)為(wei)(wei)(wei)(wei)(wei)(wei)企(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)提(ti)(ti)供產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)集中(zhong)(zhong)(zhong)(zhong)(zhong)展(zhan)示(shi)(shi)和(he)(he)(he)(he)(he)(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)實(shi)(shi)(shi)(shi)(shi)體(ti)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)為(wei)(wei)(wei)(wei)(wei)(wei)主(zhu)(zhu)，而(er)(er)(er)(er)(er)(er)(er)新(xin)型(xing)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)更(geng)(geng)注重(zhong)(zhong)(zhong)搭(da)建(jian)基(ji)于(yu)(yu)(yu)(yu)實(shi)(shi)(shi)(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)網(wang)絡，以(yi)(yi)(yi)(yi)此(ci)(ci)(ci)(ci)拓展(zhan)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)時(shi)(shi)(shi)空(kong)(kong)范圍(wei)。然(ran)而(er)(er)(er)(er)(er)(er)(er)，電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)和(he)(he)(he)(he)(he)(he)(he)(he)(he)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)在(zai)(zai)(zai)(zai)(zai)(zai)本(ben)質(zhi)(zhi)上(shang)(shang)(shang)(shang)(shang)(shang)是(shi)(shi)(shi)(shi)具(ju)(ju)有(you)(you)(you)(you)(you)(you)相(xiang)(xiang)(xiang)互競爭性(xing)(xing)(xing)(xing)(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)態，二(er)者(zhe)是(shi)(shi)(shi)(shi)否能(neng)(neng)(neng)夠以(yi)(yi)(yi)(yi)及(ji)(ji)如何實(shi)(shi)(shi)(shi)(shi)現(xian)(xian)(xian)融合發(fa)展(zhan)是(shi)(shi)(shi)(shi)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)理論和(he)(he)(he)(he)(he)(he)(he)(he)(he)現(xian)(xian)(xian)實(shi)(shi)(shi)(shi)(shi)命題。Hendershott和(he)(he)(he)(he)(he)(he)(he)(he)(he)Zhang［19］曾從搜(sou)尋(xun)理論的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)角度(du)(du)(du)(du)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)網(wang)上(shang)(shang)(shang)(shang)(shang)(shang)直(zhi)(zhi)接(jie)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)和(he)(he)(he)(he)(he)(he)(he)(he)(he)借助(zhu)(zhu)中(zhong)(zhong)(zhong)(zhong)(zhong)間(jian)(jian)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)兩(liang)種(zhong)形式(shi)(shi)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)比(bi)較(jiao)(jiao)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)，并(bing)找(zhao)出(chu)(chu)了(le)(le)(le)(le)(le)(le)上(shang)(shang)(shang)(shang)(shang)(shang)游(you)企(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)用(yong)兩(liang)種(zhong)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)均(jun)(jun)(jun)(jun)(jun)衡解(jie)(jie)；而(er)(er)(er)(er)(er)(er)(er)本(ben)文(wen)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)研究(jiu)(jiu)則(ze)表(biao)(biao)(biao)明，即(ji)(ji)使存在(zai)(zai)(zai)(zai)(zai)(zai)網(wang)上(shang)(shang)(shang)(shang)(shang)(shang)和(he)(he)(he)(he)(he)(he)(he)(he)(he)實(shi)(shi)(shi)(shi)(shi)體(ti)兩(liang)種(zhong)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)式(shi)(shi)并(bing)存的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)形，電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)等網(wang)上(shang)(shang)(shang)(shang)(shang)(shang)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)運行(xing)(xing)(xing)(xing)(xing)(xing)(xing)仍(reng)有(you)(you)(you)(you)(you)(you)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)較(jiao)(jiao)為(wei)(wei)(wei)(wei)(wei)(wei)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)地(di)(di)(di)弱(ruo)(ruo)化(hua)(hua)(hua)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)實(shi)(shi)(shi)(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)激(ji)勵(li)(li)。同(tong)(tong)(tong)(tong)(tong)樣(yang)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)，客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)繁(fan)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)之(zhi)(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)負相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)印(yin)證(zheng)了(le)(le)(le)(le)(le)(le)本(ben)文(wen)理論分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)部(bu)分(fen)(fen)(fen)(fen)(fen)(fen)有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)上(shang)(shang)(shang)(shang)(shang)(shang)買方(fang)(fang)(fang)(fang)(fang)(fang)(fang)群(qun)體(ti)中(zhong)(zhong)(zhong)(zhong)(zhong)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)存在(zai)(zai)(zai)(zai)(zai)(zai)群(qun)內(nei)負外(wai)部(bu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)效(xiao)(xiao)應(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)闡述(shu)(shu)，即(ji)(ji)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)于(yu)(yu)(yu)(yu)單(dan)個(ge)(ge)(ge)(ge)(ge)(ge)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)而(er)(er)(er)(er)(er)(er)(er)言，其(qi)(qi)(qi)(qi)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)(zeng)(zeng)加在(zai)(zai)(zai)(zai)(zai)(zai)一(yi)(yi)(yi)定(ding)(ding)程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)上(shang)(shang)(shang)(shang)(shang)(shang)削弱(ruo)(ruo)了(le)(le)(le)(le)(le)(le)自(zi)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)議價(jia)(jia)(jia)能(neng)(neng)(neng)力、壓縮(suo)(suo)了(le)(le)(le)(le)(le)(le)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)議價(jia)(jia)(jia)空(kong)(kong)間(jian)(jian)，并(bing)通(tong)過降(jiang)低(di)(di)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)頻(pin)(pin)(pin)率(lv)(lv)(lv)達到弱(ruo)(ruo)化(hua)(hua)(hua)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)競爭程(cheng)(cheng)(cheng)(cheng)(cheng)度(du)(du)(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目(mu)(mu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)。問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)調查(cha)結(jie)(jie)果(guo)(guo)(guo)也(ye)(ye)(ye)(ye)顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)，客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)單(dan)位時(shi)(shi)(shi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)呈(cheng)(cheng)上(shang)(shang)(shang)(shang)(shang)(shang)升(sheng)趨(qu)勢。在(zai)(zai)(zai)(zai)(zai)(zai)多(duo)(duo)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)競爭框架中(zhong)(zhong)(zhong)(zhong)(zhong)，采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)通(tong)過同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)多(duo)(duo)個(ge)(ge)(ge)(ge)(ge)(ge)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)，以(yi)(yi)(yi)(yi)求達到優(you)化(hua)(hua)(hua)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)組合、降(jiang)低(di)(di)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)成(cheng)(cheng)本(ben)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目(mu)(mu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)。（3）年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)與(yu)(yu)(yu)(yu)(yu)(yu)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)。與(yu)(yu)(yu)(yu)(yu)(yu)上(shang)(shang)(shang)(shang)(shang)(shang)述(shu)(shu)兩(liang)組變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)相(xiang)(xiang)(xiang)類似，回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)3中(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)常數(shu)(shu)(shu)(shu)項(xiang)亦呈(cheng)(cheng)遞增(zeng)(zeng)(zeng)趨(qu)勢，即(ji)(ji)當(dang)其(qi)(qi)(qi)(qi)他條(tiao)件(jian)不(bu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)時(shi)(shi)(shi)，多(duo)(duo)數(shu)(shu)(shu)(shu)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)認(ren)為(wei)(wei)(wei)(wei)(wei)(wei)其(qi)(qi)(qi)(qi)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)規(gui)模(mo)(mo)與(yu)(yu)(yu)(yu)(yu)(yu)表(biao)(biao)(biao)征(zheng)(zheng)(zheng)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)諸變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)有(you)(you)(you)(you)(you)(you)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)。由回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)見(jian)(jian)，專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)聯和(he)(he)(he)(he)(he)(he)(he)(he)(he)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)認(ren)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)度(du)(du)(du)(du)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)地(di)(di)(di)與(yu)(yu)(yu)(yu)(yu)(yu)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)。這(zhe)一(yi)(yi)(yi)發(fa)現(xian)(xian)(xian)證(zheng)實(shi)(shi)(shi)(shi)(shi)了(le)(le)(le)(le)(le)(le)本(ben)文(wen)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)理論分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)：由于(yu)(yu)(yu)(yu)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)(zhong)某(mou)一(yi)(yi)(yi)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)激(ji)勵(li)(li)取決于(yu)(yu)(yu)(yu)另一(yi)(yi)(yi)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)是(shi)(shi)(shi)(shi)否增(zeng)(zeng)(zeng)加，因(yin)(yin)(yin)此(ci)(ci)(ci)(ci)超市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)、賣(mai)(mai)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)等大多(duo)(duo)以(yi)(yi)(yi)(yi)制(zhi)(zhi)定(ding)(ding)不(bu)同(tong)(tong)(tong)(tong)(tong)水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)費的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)式(shi)(shi)來(lai)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)買賣(mai)(mai)雙(shuang)(shuang)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)，以(yi)(yi)(yi)(yi)優(you)化(hua)(hua)(hua)和(he)(he)(he)(he)(he)(he)(he)(he)(he)提(ti)(ti)高(gao)(gao)(gao)(gao)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)交(jiao)(jiao)易(yi)配比(bi)效(xiao)(xiao)率(lv)(lv)(lv)；然(ran)而(er)(er)(er)(er)(er)(er)(er)，經(jing)(jing)(jing)驗結(jie)(jie)果(guo)(guo)(guo)表(biao)(biao)(biao)明：專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)本(ben)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)塑造(zao)和(he)(he)(he)(he)(he)(he)(he)(he)(he)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)自(zi)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)建(jian)設(she)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)成(cheng)(cheng)為(wei)(wei)(wei)(wei)(wei)(wei)吸引(yin)人進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)中(zhong)(zhong)(zhong)(zhong)(zhong)間(jian)(jian)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)更(geng)(geng)為(wei)(wei)(wei)(wei)(wei)(wei)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)因(yin)(yin)(yin)素；電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)與(yu)(yu)(yu)(yu)(yu)(yu)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)之(zhi)(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)則(ze)表(biao)(biao)(biao)明，網(wang)上(shang)(shang)(shang)(shang)(shang)(shang)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)應(ying)(ying)用(yong)在(zai)(zai)(zai)(zai)(zai)(zai)減(jian)少進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)實(shi)(shi)(shi)(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)，并(bing)沒有(you)(you)(you)(you)(you)(you)縮(suo)(suo)減(jian)反(fan)而(er)(er)(er)(er)(er)(er)(er)增(zeng)(zeng)(zeng)加了(le)(le)(le)(le)(le)(le)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)績，這(zhe)為(wei)(wei)(wei)(wei)(wei)(wei)上(shang)(shang)(shang)(shang)(shang)(shang)游(you)企(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)并(bing)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)多(duo)(duo)種(zhong)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)渠道提(ti)(ti)供了(le)(le)(le)(le)(le)(le)外(wai)生(sheng)激(ji)勵(li)(li)。客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)與(yu)(yu)(yu)(yu)(yu)(yu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)之(zhi)(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)相(xiang)(xiang)(xiang)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)則(ze)印(yin)證(zheng)了(le)(le)(le)(le)(le)(le)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)于(yu)(yu)(yu)(yu)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)傳(chuan)統(tong)觀點，即(ji)(ji)賣(mai)(mai)家(jia)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)激(ji)勵(li)(li)和(he)(he)(he)(he)(he)(he)(he)(he)(he)達成(cheng)(cheng)交(jiao)(jiao)易(yi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)概(gai)率(lv)(lv)(lv)取決于(yu)(yu)(yu)(yu)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)(zhong)買方(fang)(fang)(fang)(fang)(fang)(fang)(fang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)多(duo)(duo)少。（4）銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)與(yu)(yu)(yu)(yu)(yu)(yu)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)。由于(yu)(yu)(yu)(yu)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)會(hui)依(yi)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)規(gui)模(mo)(mo)大小(xiao)、時(shi)(shi)(shi)間(jian)(jian)長(chang)短(duan)不(bu)同(tong)(tong)(tong)(tong)(tong)而(er)(er)(er)(er)(er)(er)(er)有(you)(you)(you)(you)(you)(you)較(jiao)(jiao)大差(cha)異(yi)(yi)，故本(ben)文(wen)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)用(yong)了(le)(le)(le)(le)(le)(le)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)（2011年(nian)(nian)(nian)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)預計(ji)數(shu)(shu)(shu)(shu)與(yu)(yu)(yu)(yu)(yu)(yu)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)之(zhi)(zhi)初(chu)時(shi)(shi)(shi)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)比(bi)值(zhi)(zhi)(zhi)）作(zuo)為(wei)(wei)(wei)(wei)(wei)(wei)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)調查(cha)結(jie)(jie)果(guo)(guo)(guo)還顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)，所(suo)(suo)(suo)(suo)有(you)(you)(you)(you)(you)(you)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)均(jun)(jun)(jun)(jun)(jun)認(ren)為(wei)(wei)(wei)(wei)(wei)(wei)在(zai)(zai)(zai)(zai)(zai)(zai)調查(cha)期(qi)(qi)內(nei)其(qi)(qi)(qi)(qi)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)不(bu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)或(huo)者(zhe)增(zeng)(zeng)(zeng)加，并(bing)無減(jian)少的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)(qing)形。根據(ju)(ju)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)分(fen)(fen)(fen)(fen)(fen)(fen)布(bu)(bu)情(qing)(qing)況(kuang)(kuang)，同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)為(wei)(wei)(wei)(wei)(wei)(wei)了(le)(le)(le)(le)(le)(le)避免誤差(cha)極值(zhi)(zhi)(zhi)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)產(chan)(chan)(chan)(chan)(chan)生(sheng)干(gan)擾，我(wo)(wo)(wo)(wo)(wo)們(men)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)數(shu)(shu)(shu)(shu)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)了(le)(le)(le)(le)(le)(le)合理分(fen)(fen)(fen)(fen)(fen)(fen)檔，據(ju)(ju)此(ci)(ci)(ci)(ci)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)多(duo)(duo)項(xiang)有(you)(you)(you)(you)(you)(you)序(xu)(xu)(xu)Logistic回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。結(jie)(jie)果(guo)(guo)(guo)表(biao)(biao)(biao)明，所(suo)(suo)(suo)(suo)有(you)(you)(you)(you)(you)(you)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)均(jun)(jun)(jun)(jun)(jun)具(ju)(ju)有(you)(you)(you)(you)(you)(you)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)意義(yi)，且(qie)與(yu)(yu)(yu)(yu)(yu)(yu)以(yi)(yi)(yi)(yi)年(nian)(nian)(nian)均(jun)(jun)(jun)(jun)(jun)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)為(wei)(wei)(wei)(wei)(wei)(wei)因(yin)(yin)(yin)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)相(xiang)(xiang)(xiang)類似的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)：品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)(guan)聯、客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)認(ren)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)、電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)、客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)等因(yin)(yin)(yin)素對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)額(e)(e)(e)(e)(e)(e)(e)(e)倍(bei)(bei)(bei)增(zeng)(zeng)(zeng)同(tong)(tong)(tong)(tong)(tong)樣(yang)具(ju)(ju)有(you)(you)(you)(you)(you)(you)正(zheng)效(xiao)(xiao)應(ying)(ying)；而(er)(er)(er)(er)(er)(er)(er)物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)系(xi)(xi)(xi)(xi)數(shu)(shu)(shu)(shu)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)更(geng)(geng)高(gao)(gao)(gao)(gao)。3．穩(wen)(wen)健性(xing)(xing)(xing)(xing)(xing)(xing)(xing)檢(jian)(jian)驗我(wo)(wo)(wo)(wo)(wo)們(men)還在(zai)(zai)(zai)(zai)(zai)(zai)上(shang)(shang)(shang)(shang)(shang)(shang)述(shu)(shu)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)基(ji)礎上(shang)(shang)(shang)(shang)(shang)(shang)，分(fen)(fen)(fen)(fen)(fen)(fen)別(bie)(bie)添加地(di)(di)(di)域和(he)(he)(he)(he)(he)(he)(he)(he)(he)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)以(yi)(yi)(yi)(yi)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)穩(wen)(wen)健性(xing)(xing)(xing)(xing)(xing)(xing)(xing)檢(jian)(jian)驗。（1）在(zai)(zai)(zai)(zai)(zai)(zai)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)樣(yang)本(ben)中(zhong)(zhong)(zhong)(zhong)(zhong)加入(ru)(ru)(ru)(ru)(ru)地(di)(di)(di)區(qu)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)以(yi)(yi)(yi)(yi)控(kong)制(zhi)(zhi)在(zai)(zai)(zai)(zai)(zai)(zai)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)層(ceng)面(mian)上(shang)(shang)(shang)(shang)(shang)(shang)未觀測(ce)因(yin)(yin)(yin)素的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)。我(wo)(wo)(wo)(wo)(wo)們(men)認(ren)為(wei)(wei)(wei)(wei)(wei)(wei)，客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)空(kong)(kong)間(jian)(jian)分(fen)(fen)(fen)(fen)(fen)(fen)布(bu)(bu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)不(bu)同(tong)(tong)(tong)(tong)(tong)會(hui)使其(qi)(qi)(qi)(qi)在(zai)(zai)(zai)(zai)(zai)(zai)進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)雙(shuang)(shuang)邊(bian)(bian)(bian)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)本(ben)上(shang)(shang)(shang)(shang)(shang)(shang)呈(cheng)(cheng)現(xian)(xian)(xian)差(cha)異(yi)(yi)性(xing)(xing)(xing)(xing)(xing)(xing)(xing)，是(shi)(shi)(shi)(shi)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)其(qi)(qi)(qi)(qi)是(shi)(shi)(shi)(shi)否進(jin)(jin)(jin)(jin)(jin)(jin)(jin)(jin)入(ru)(ru)(ru)(ru)(ru)實(shi)(shi)(shi)(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)(zhong)(zhong)要(yao)(yao)(yao)(yao)(yao)(yao)因(yin)(yin)(yin)素。基(ji)于(yu)(yu)(yu)(yu)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)(wen)(wen)(wen)(wen)(wen)卷(juan)調查(cha)，我(wo)(wo)(wo)(wo)(wo)們(men)構建(jian)了(le)(le)(le)(le)(le)(le)表(biao)(biao)(biao)征(zheng)(zheng)(zheng)其(qi)(qi)(qi)(qi)空(kong)(kong)間(jian)(jian)分(fen)(fen)(fen)(fen)(fen)(fen)布(bu)(bu)情(qing)(qing)況(kuang)(kuang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)地(di)(di)(di)區(qu)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)。回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)結(jie)(jie)果(guo)(guo)(guo)（表(biao)(biao)(biao)6中(zhong)(zhong)(zhong)(zhong)(zhong)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)2、方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)4）顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)，加入(ru)(ru)(ru)(ru)(ru)地(di)(di)(di)區(qu)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)后(hou)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)系(xi)(xi)(xi)(xi)數(shu)(shu)(shu)(shu)僅比(bi)未加入(ru)(ru)(ru)(ru)(ru)時(shi)(shi)(shi)略低(di)(di)，且(qie)R2值(zhi)(zhi)(zhi)有(you)(you)(you)(you)(you)(you)所(suo)(suo)(suo)(suo)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)大，分(fen)(fen)(fen)(fen)(fen)(fen)別(bie)(bie)解(jie)(jie)釋了(le)(le)(le)(le)(le)(le)353％的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)效(xiao)(xiao)應(ying)(ying)和(he)(he)(he)(he)(he)(he)(he)(he)(he)385％的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)(wei)發(fa)生(sheng)頻(pin)(pin)(pin)率(lv)(lv)(lv)。這(zhe)些穩(wen)(wen)定(ding)(ding)結(jie)(jie)果(guo)(guo)(guo)印(yin)證(zheng)了(le)(le)(le)(le)(le)(le)列表(biao)(biao)(biao)中(zhong)(zhong)(zhong)(zhong)(zhong)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)穩(wen)(wen)健性(xing)(xing)(xing)(xing)(xing)(xing)(xing)，即(ji)(ji)產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)、經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)環境(jing)、電(dian)(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)、客(ke)(ke)(ke)(ke)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)數(shu)(shu)(shu)(shu)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)、產(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)技術、物(wu)(wu)(wu)流(liu)(liu)服務(wu)(wu)(wu)(wu)和(he)(he)(he)(he)(he)(he)(he)(he)(he)前期(qi)(qi)投(tou)入(ru)(ru)(ru)(ru)(ru)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)采(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)(cai)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)購(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)(gou)買行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)(wei)受(shou)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)不(bu)會(hui)因(yin)(yin)(yin)其(qi)(qi)(qi)(qi)他因(yin)(yin)(yin)素的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)加入(ru)(ru)(ru)(ru)(ru)而(er)(er)(er)(er)(er)(er)(er)發(fa)生(sheng)明顯(xian)(xian)(xian)(xian)(xian)(xian)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)化(hua)(hua)(hua)。（2）在(zai)(zai)(zai)(zai)(zai)(zai)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)樣(yang)本(ben)中(zhong)(zhong)(zhong)(zhong)(zhong)加入(ru)(ru)(ru)(ru)(ru)地(di)(di)(di)區(qu)和(he)(he)(he)(he)(he)(he)(he)(he)(he)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)兩(liang)個(ge)(ge)(ge)(ge)(ge)(ge)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)以(yi)(yi)(yi)(yi)控(kong)制(zhi)(zhi)在(zai)(zai)(zai)(zai)(zai)(zai)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)個(ge)(ge)(ge)(ge)(ge)(ge)體(ti)層(ceng)面(mian)上(shang)(shang)(shang)(shang)(shang)(shang)無法觀測(ce)因(yin)(yin)(yin)素的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)響(xiang)(xiang)(xiang)(xiang)(xiang)(xiang)。我(wo)(wo)(wo)(wo)(wo)們(men)認(ren)為(wei)(wei)(wei)(wei)(wei)(wei)，經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)依(yi)賴性(xing)(xing)(xing)(xing)(xing)(xing)(xing)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)會(hui)因(yin)(yin)(yin)其(qi)(qi)(qi)(qi)在(zai)(zai)(zai)(zai)(zai)(zai)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)目(mu)(mu)標(biao)區(qu)域和(he)(he)(he)(he)(he)(he)(he)(he)(he)所(suo)(suo)(suo)(suo)屬(shu)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)上(shang)(shang)(shang)(shang)(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)不(bu)同(tong)(tong)(tong)(tong)(tong)而(er)(er)(er)(er)(er)(er)(er)有(you)(you)(you)(you)(you)(you)所(suo)(suo)(suo)(suo)差(cha)異(yi)(yi)。特(te)(te)(te)別(bie)(bie)地(di)(di)(di)，在(zai)(zai)(zai)(zai)(zai)(zai)國際(ji)貿易(yi)中(zhong)(zhong)(zhong)(zhong)(zhong)不(bu)同(tong)(tong)(tong)(tong)(tong)出(chu)(chu)口市(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)(chang)會(hui)在(zai)(zai)(zai)(zai)(zai)(zai)政(zheng)治(zhi)、經(jing)(jing)(jing)濟、文(wen)化(hua)(hua)(hua)上(shang)(shang)(shang)(shang)(shang)(shang)存在(zai)(zai)(zai)(zai)(zai)(zai)差(cha)異(yi)(yi)，且(qie)出(chu)(chu)口行(xing)(xing)(xing)(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)(wei)本(ben)身也(ye)(ye)(ye)(ye)將(jiang)引(yin)致(zhi)一(yi)(yi)(yi)定(ding)(ding)成(cheng)(cheng)本(ben)，單(dan)一(yi)(yi)(yi)企(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)可(ke)(ke)(ke)(ke)(ke)(ke)(ke)能(neng)(neng)(neng)無法承擔相(xiang)(xiang)(xiang)應(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)風險，因(yin)(yin)(yin)而(er)(er)(er)(er)(er)(er)(er)會(hui)借助(zhu)(zhu)于(yu)(yu)(yu)(yu)雙(shuang)(shuang)邊(bian)(bian)(bian)平(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)來(lai)實(shi)(shi)(shi)(shi)(shi)現(xian)(xian)(xian)中(zhong)(zhong)(zhong)(zhong)(zhong)間(jian)(jian)協調型(xing)交(jiao)(jiao)易(yi)［2021］。對(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)(dui)此(ci)(ci)(ci)(ci)，我(wo)(wo)(wo)(wo)(wo)們(men)構建(jian)了(le)(le)(le)(le)(le)(le)表(biao)(biao)(biao)征(zheng)(zheng)(zheng)經(jing)(jing)(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)戶(hu)(hu)(hu)(hu)(hu)目(mu)(mu)標(biao)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)(shou)(shou)區(qu)域的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)，和(he)(he)(he)(he)(he)(he)(he)(he)(he)行(xing)(xing)(xing)(xing)(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)一(yi)(yi)(yi)起納(na)入(ru)(ru)(ru)(ru)(ru)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)分(fen)(fen)(fen)(fen)(fen)(fen)析(xi)(xi)(xi)(xi)。結(jie)(jie)果(guo)(guo)(guo)（方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)6、方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)8）表(biao)(biao)(biao)明，虛擬(ni)(ni)(ni)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)加入(ru)(ru)(ru)(ru)(ru)后(hou)主(zhu)(zhu)要(yao)(yao)(yao)(yao)(yao)(yao)自(zi)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)系(xi)(xi)(xi)(xi)數(shu)(shu)(shu)(shu)未發(fa)生(sheng)明顯(xian)(xian)(xian)(xian)(xian)(xian)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)化(hua)(hua)(hua)，僅比(bi)加入(ru)(ru)(ru)(ru)(ru)前略低(di)(di)，且(qie)多(duo)(duo)數(shu)(shu)(shu)(shu)變(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)(bian)量(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)(liang)在(zai)(zai)(zai)(zai)(zai)(zai)1％水(shui)(shui)(shui)平(ping)(ping)(ping)(ping)(ping)(ping)上(shang)(shang)(shang)(shang)(shang)(shang)顯(xian)(xian)(xian)(xian)(xian)(xian)著(zhu)(zhu)(zhu)(zhu)(zhu)，顯(xian)(xian)(xian)(xian)(xian)(xian)示(shi)(shi)出(chu)(chu)相(xiang)(xiang)(xiang)當(dang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)穩(wen)(wen)健性(xing)(xing)(xing)(xing)(xing)(xing)(xing)；同(tong)(tong)(tong)(tong)(tong)時(shi)(shi)(shi)，R2也(ye)(ye)(ye)(ye)有(you)(you)(you)(you)(you)(you)所(suo)(suo)(suo)(suo)提(ti)(ti)高(gao)(gao)(gao)(gao)，回(hui)(hui)(hui)(hui)(hui)歸(gui)(gui)(gui)(gui)(gui)方(fang)(fang)(fang)(fang)(fang)(fang)(fang)程(cheng)(cheng)(cheng)(cheng)(cheng)解(jie)(jie)釋力增(zeng)(zeng)(zeng)強(qiang)。

結論與政策啟示

與信用(yong)卡、企業(ye)(ye)(ye)(ye)(ye)(ye)(ye)黃頁等(deng)(deng)行業(ye)(ye)(ye)(ye)(ye)(ye)(ye)相(xiang)(xiang)類似，專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)也(ye)可(ke)被視為一(yi)(yi)種特(te)殊的(de)(de)(de)(de)(de)(de)(de)(de)(de)雙(shuang)(shuang)(shuang)邊(bian)(bian)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)類型(xing)。大(da)型(xing)專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)集聚了(le)(le)(le)數(shu)(shu)量(liang)(liang)(liang)眾多的(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)品銷(xiao)(xiao)(xiao)售(shou)商(shang)(shang)(shang)和(he)采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)，為他們提(ti)(ti)供(gong)了(le)(le)(le)一(yi)(yi)個便捷高(gao)(gao)(gao)效(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)，進(jin)(jin)入(ru)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)企業(ye)(ye)(ye)(ye)(ye)(ye)(ye)越(yue)多則被吸(xi)引(yin)而(er)(er)來的(de)(de)(de)(de)(de)(de)(de)(de)(de)客商(shang)(shang)(shang)越(yue)多，反之反是。然而(er)(er)，專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)有(you)別(bie)于(yu)雙(shuang)(shuang)(shuang)邊(bian)(bian)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)研究(jiu)文(wen)獻中(zhong)(zhong)(zhong)(zhong)諸典型(xing)行業(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)是，它具(ju)有(you)更(geng)強的(de)(de)(de)(de)(de)(de)(de)(de)(de)空(kong)間(jian)(jian)集聚效(xiao)應(ying)(ying)(ying)且實(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)和(he)虛(xu)擬市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)并(bing)(bing)行發(fa)(fa)(fa)(fa)(fa)展(zhan)，與區(qu)域(yu)經(jing)(jing)(jing)濟發(fa)(fa)(fa)(fa)(fa)展(zhan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)系(xi)(xi)也(ye)更(geng)為密(mi)切。本(ben)(ben)文(wen)首先建(jian)立了(le)(le)(le)雙(shuang)(shuang)(shuang)邊(bian)(bian)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)視角下的(de)(de)(de)(de)(de)(de)(de)(de)(de)專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)壟斷(duan)商(shang)(shang)(shang)、采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)和(he)經(jing)(jing)(jing)營(ying)(ying)戶三方博弈模(mo)(mo)(mo)型(xing)，并(bing)(bing)提(ti)(ti)出(chu)了(le)(le)(le)有(you)關(guan)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)交易(yi)(yi)(yi)配(pei)比(bi)、交叉外(wai)部(bu)性(xing)(xing)(xing)、群(qun)內(nei)外(wai)部(bu)性(xing)(xing)(xing)與雙(shuang)(shuang)(shuang)邊(bian)(bian)人數(shu)(shu)量(liang)(liang)(liang)關(guan)系(xi)(xi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)理論命題(ti)。基于(yu)對(dui)義烏“中(zhong)(zhong)(zhong)(zhong)國小商(shang)(shang)(shang)品城”市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)經(jing)(jing)(jing)營(ying)(ying)戶、采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)及相(xiang)(xiang)關(guan)主體(ti)所作(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)1萬余份調查問卷，本(ben)(ben)文(wen)對(dui)上述命題(ti)進(jin)(jin)行了(le)(le)(le)分析，結(jie)果表(biao)明采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)數(shu)(shu)量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)加(jia)(jia)(jia)會促使其(qi)(qi)(qi)提(ti)(ti)高(gao)(gao)(gao)采(cai)(cai)購(gou)(gou)規(gui)(gui)(gui)模(mo)(mo)(mo)和(he)降低采(cai)(cai)購(gou)(gou)頻率，以增(zeng)強議價(jia)能力(li)；采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)數(shu)(shu)量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)加(jia)(jia)(jia)與經(jing)(jing)(jing)營(ying)(ying)戶的(de)(de)(de)(de)(de)(de)(de)(de)(de)年均銷(xiao)(xiao)(xiao)售(shou)額、銷(xiao)(xiao)(xiao)售(shou)倍增(zeng)數(shu)(shu)顯著正(zheng)相(xiang)(xiang)關(guan)；電子(zi)商(shang)(shang)(shang)務(wu)(wu)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)運(yun)行減少了(le)(le)(le)進(jin)(jin)入(ru)實(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)品的(de)(de)(de)(de)(de)(de)(de)(de)(de)客商(shang)(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)比(bi)重(zhong)，但提(ti)(ti)高(gao)(gao)(gao)了(le)(le)(le)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)整體(ti)和(he)單個經(jing)(jing)(jing)營(ying)(ying)戶的(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)量(liang)(liang)(liang)。以上發(fa)(fa)(fa)(fa)(fa)現(xian)說明，專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)買賣雙(shuang)(shuang)(shuang)方之間(jian)(jian)具(ju)有(you)較為顯著的(de)(de)(de)(de)(de)(de)(de)(de)(de)交叉外(wai)部(bu)性(xing)(xing)(xing)和(he)群(qun)內(nei)負(fu)外(wai)部(bu)性(xing)(xing)(xing)。檢(jian)驗結(jie)果還顯示(shi)，專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)本(ben)(ben)身品牌的(de)(de)(de)(de)(de)(de)(de)(de)(de)塑(su)造(zao)和(he)經(jing)(jing)(jing)營(ying)(ying)戶自(zi)屬(shu)品牌的(de)(de)(de)(de)(de)(de)(de)(de)(de)建(jian)設(she)對(dui)增(zeng)強買賣雙(shuang)(shuang)(shuang)方進(jin)(jin)入(ru)這一(yi)(yi)中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)激勵也(ye)具(ju)有(you)較強作(zuo)用(yong)，這一(yi)(yi)點(dian)可(ke)由表(biao)征(zheng)(zheng)(zheng)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)特(te)征(zheng)(zheng)(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)品質量(liang)(liang)(liang)、經(jing)(jing)(jing)營(ying)(ying)環境、電子(zi)商(shang)(shang)(shang)務(wu)(wu)、物流(liu)(liu)(liu)(liu)服務(wu)(wu)等(deng)(deng)變量(liang)(liang)(liang)與多個因變量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)相(xiang)(xiang)關(guan)關(guan)系(xi)(xi)來印證(zheng)。本(ben)(ben)文(wen)的(de)(de)(de)(de)(de)(de)(de)(de)(de)研究(jiu)結(jie)論具(ju)有(you)兩點(dian)政策(ce)啟示(shi)：一(yi)(yi)是應(ying)(ying)(ying)增(zeng)強專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)等(deng)(deng)具(ju)有(you)雙(shuang)(shuang)(shuang)邊(bian)(bian)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)特(te)征(zheng)(zheng)(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)接入(ru)便捷度(du)(du)。前(qian)期投入(ru)對(dui)于(yu)采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)作(zuo)出(chu)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)進(jin)(jin)入(ru)決(jue)策(ce)的(de)(de)(de)(de)(de)(de)(de)(de)(de)正(zheng)效(xiao)應(ying)(ying)(ying)表(biao)明，市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)接入(ru)門檻高(gao)(gao)(gao)致使客商(shang)(shang)(shang)無法在多個平(ping)臺(tai)(tai)之間(jian)(jian)實(shi)(shi)現(xian)自(zi)由轉(zhuan)換，成(cheng)(cheng)為促進(jin)(jin)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)良性(xing)(xing)(xing)競(jing)(jing)爭(zheng)(zheng)(zheng)和(he)有(you)序(xu)發(fa)(fa)(fa)(fa)(fa)展(zhan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)阻礙。可(ke)行的(de)(de)(de)(de)(de)(de)(de)(de)(de)措施(shi)包括(kuo)強化(hua)(hua)物流(liu)(liu)(liu)(liu)配(pei)套體(ti)系(xi)(xi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)建(jian)設(she)，降低采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)物流(liu)(liu)(liu)(liu)成(cheng)(cheng)本(ben)(ben)并(bing)(bing)提(ti)(ti)高(gao)(gao)(gao)物流(liu)(liu)(liu)(liu)效(xiao)率；通過搭建(jian)網上交易(yi)(yi)(yi)平(ping)臺(tai)(tai)，合(he)(he)(he)理分流(liu)(liu)(liu)(liu)進(jin)(jin)入(ru)實(shi)(shi)體(ti)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)買家(jia)，在保(bao)(bao)持市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)合(he)(he)(he)理競(jing)(jing)爭(zheng)(zheng)(zheng)程度(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)同(tong)(tong)時(shi)，提(ti)(ti)高(gao)(gao)(gao)專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)整體(ti)銷(xiao)(xiao)(xiao)售(shou)規(gui)(gui)(gui)模(mo)(mo)(mo)；消除其(qi)(qi)(qi)他市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)進(jin)(jin)入(ru)的(de)(de)(de)(de)(de)(de)(de)(de)(de)隱性(xing)(xing)(xing)成(cheng)(cheng)本(ben)(ben)。二是應(ying)(ying)(ying)強化(hua)(hua)中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)自(zi)身品牌建(jian)設(she)和(he)內(nei)部(bu)管理。傳統研究(jiu)文(wen)獻將中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)決(jue)策(ce)集合(he)(he)(he)簡單地(di)(di)定(ding)義為制定(ding)不同(tong)(tong)水平(ping)的(de)(de)(de)(de)(de)(de)(de)(de)(de)進(jin)(jin)場(chang)(chang)(chang)(chang)費，以保(bao)(bao)持市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)中(zhong)(zhong)(zhong)(zhong)買賣雙(shuang)(shuang)(shuang)方的(de)(de)(de)(de)(de)(de)(de)(de)(de)合(he)(he)(he)理數(shu)(shu)量(liang)(liang)(liang)，從(cong)而(er)(er)達(da)到(dao)(dao)將雙(shuang)(shuang)(shuang)邊(bian)(bian)外(wai)部(bu)性(xing)(xing)(xing)最大(da)程度(du)(du)內(nei)部(bu)化(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)目的(de)(de)(de)(de)(de)(de)(de)(de)(de)。然而(er)(er)，專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)亦可(ke)通過加(jia)(jia)(jia)強自(zi)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)品牌塑(su)造(zao)，達(da)到(dao)(dao)吸(xi)引(yin)更(geng)多采(cai)(cai)購(gou)(gou)商(shang)(shang)(shang)和(he)企業(ye)(ye)(ye)(ye)(ye)(ye)(ye)進(jin)(jin)入(ru)的(de)(de)(de)(de)(de)(de)(de)(de)(de)目的(de)(de)(de)(de)(de)(de)(de)(de)(de)，可(ke)行的(de)(de)(de)(de)(de)(de)(de)(de)(de)措施(shi)包括(kuo)加(jia)(jia)(jia)強市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)上產(chan)(chan)品質量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)管理、優化(hua)(hua)交易(yi)(yi)(yi)環境、做好對(dui)外(wai)宣傳等(deng)(deng)。三是結(jie)合(he)(he)(he)區(qu)域(yu)產(chan)(chan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)特(te)征(zheng)(zheng)(zheng)，合(he)(he)(he)理規(gui)(gui)(gui)劃專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)等(deng)(deng)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)初期定(ding)位。從(cong)交易(yi)(yi)(yi)配(pei)比(bi)角度(du)(du)看(kan)，中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)只要(yao)在買家(jia)數(shu)(shu)量(liang)(liang)(liang)（或(huo)者賣家(jia)數(shu)(shu)量(liang)(liang)(liang)）上具(ju)有(you)優勢(shi)，便可(ke)吸(xi)引(yin)到(dao)(dao)足夠的(de)(de)(de)(de)(de)(de)(de)(de)(de)賣家(jia)（或(huo)者買家(jia)）。因此(ci)，針(zhen)對(dui)不同(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)區(qu)域(yu)特(te)征(zheng)(zheng)(zheng)，如空(kong)間(jian)(jian)需求規(gui)(gui)(gui)模(mo)(mo)(mo)、地(di)(di)區(qu)產(chan)(chan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)規(gui)(gui)(gui)模(mo)(mo)(mo)、物流(liu)(liu)(liu)(liu)便利程度(du)(du)等(deng)(deng)，專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)等(deng)(deng)中(zhong)(zhong)(zhong)(zhong)間(jian)(jian)平(ping)臺(tai)(tai)需要(yao)在發(fa)(fa)(fa)(fa)(fa)展(zhan)初期進(jin)(jin)行合(he)(he)(he)理規(gui)(gui)(gui)劃，選擇側重(zhong)吸(xi)引(yin)買家(jia)或(huo)者賣家(jia)。當前(qian)，作(zuo)為雙(shuang)(shuang)(shuang)邊(bian)(bian)交易(yi)(yi)(yi)平(ping)臺(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)，其(qi)(qi)(qi)行業(ye)(ye)(ye)(ye)(ye)(ye)(ye)結(jie)構(gou)因兩重(zhong)因素而(er)(er)正(zheng)在發(fa)(fa)(fa)(fa)(fa)生變化(hua)(hua)：一(yi)(yi)是其(qi)(qi)(qi)他同(tong)(tong)類市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)不斷(duan)興(xing)起提(ti)(ti)高(gao)(gao)(gao)了(le)(le)(le)行業(ye)(ye)(ye)(ye)(ye)(ye)(ye)內(nei)競(jing)(jing)爭(zheng)(zheng)(zheng)程度(du)(du)。鑒于(yu)專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)在推(tui)動(dong)區(qu)域(yu)經(jing)(jing)(jing)濟增(zeng)長方面的(de)(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)作(zuo)用(yong)，各地(di)(di)興(xing)辦大(da)型(xing)專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)之勢(shi)方興(xing)未艾，同(tong)(tong)質化(hua)(hua)競(jing)(jing)爭(zheng)(zheng)(zheng)趨勢(shi)日(ri)益顯現(xian)。對(dui)此(ci)可(ke)通過構(gou)建(jian)更(geng)為合(he)(he)(he)理的(de)(de)(de)(de)(de)(de)(de)(de)(de)多平(ping)臺(tai)(tai)壟斷(duan)競(jing)(jing)爭(zheng)(zheng)(zheng)模(mo)(mo)(mo)型(xing)來加(jia)(jia)(jia)以研究(jiu)。二是其(qi)(qi)(qi)他商(shang)(shang)(shang)品流(liu)(liu)(liu)(liu)通業(ye)(ye)(ye)(ye)(ye)(ye)(ye)態(tai)不斷(duan)涌現(xian)，形(xing)成(cheng)(cheng)行業(ye)(ye)(ye)(ye)(ye)(ye)(ye)間(jian)(jian)競(jing)(jing)爭(zheng)(zheng)(zheng)壓力(li)。電子(zi)商(shang)(shang)(shang)務(wu)(wu)等(deng)(deng)新興(xing)流(liu)(liu)(liu)(liu)通業(ye)(ye)(ye)(ye)(ye)(ye)(ye)態(tai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)蓬(peng)勃發(fa)(fa)(fa)(fa)(fa)展(zhan)，以其(qi)(qi)(qi)低廉的(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)本(ben)(ben)、豐富(fu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)信息(xi)等(deng)(deng)優勢(shi)，對(dui)傳統專(zhuan)(zhuan)(zhuan)(zhuan)(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)原有(you)運(yun)營(ying)(ying)模(mo)(mo)(mo)式構(gou)成(cheng)(cheng)了(le)(le)(le)較大(da)挑戰。以上兩點(dian)需要(yao)從(cong)空(kong)間(jian)(jian)競(jing)(jing)爭(zheng)(zheng)(zheng)、業(ye)(ye)(ye)(ye)(ye)(ye)(ye)態(tai)競(jing)(jing)合(he)(he)(he)等(deng)(deng)角度(du)(du)提(ti)(ti)供(gong)具(ju)有(you)預見性(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)理論解釋，也(ye)將為拓展(zhan)雙(shuang)(shuang)(shuang)邊(bian)(bian)市(shi)(shi)(shi)(shi)(shi)場(chang)(chang)(chang)(chang)壟斷(duan)競(jing)(jing)爭(zheng)(zheng)(zheng)理論提(ti)(ti)供(gong)現(xian)實(shi)(shi)參照。

本文作者：陸立軍俞航東陸瑤杜芳莉工作單位：浙江師范大學(xue)