电子商务环境下中间商作用的转变

电子商务给中间商的生存与发展带来了巨大的冲击,从市场功能的角度出发,对中间商在传统市场和电子商务市场中发挥的作用进行分析,从无中介化、重新中介化和网络中介化三个角度对中间商的发展趋势进行探讨。电子商务环境下,生产者与消费者之间的直接沟通,买卖双方的直接交易完全可以靠网络搭建的虚拟市场来完成。

The Changeable Role of Intermediaries in E - commerce

The emergence of e-commerce has affected the intermediaries drastically.This paper compares the functions of intermediaries in traditional markets and electronic markets from the bearing of market function.It analyzes the potential roles of intermediaries from three aspects:disintermediation,reintermediation and cybermediation.Under the conditions of e-commerce,the transactions between producer and customer,or seller and buyer,can be directly realized relying on the virtual market based on network.