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贸促会研究院:网络零售对制造业直接绩效增长影响显著
新华社北京8月31日电(于佳欣、沐铁城)中国贸促会研究院31日发布报告显示,网络零售对制造业销售收入和利润等直接绩效的增长有显著影响,同时对制造业各环节都产生促进作用。
报告同时指出,目前仍存在渠道整合压力加大、假冒伪劣等制约网络零售发挥更大作用的因素,建议政府进一步营造线上线下公平竞争的环境,统一线上线下监管力度,同时尽快完善行业标准,规范网络零售平台与企业的发展。
贸促会研究院国际贸易研究部主任赵萍表示,网络零售对制造企业具有提升销售收入、利润的促进作用。制造企业在网络零售方面每100万元的投入会带来70.9万元的直接效益提高。
调查结果显示,网络零售对于扩大制造企业销售规模、降低企业成本、提高运营效率与树立企业品牌等制造业各个环节也都产生了促进作用。比如,老牌空调奥克斯通过与京东的合作,实现营业收入从2010年的4000万增长至至2016年的25亿,猛增61.5倍,成为成长最快的空调品牌。
赵萍认为,在网络零售日益成为重要营销渠道的环境下,制造企业要主动利用网络零售开拓销售渠道、进行企业转型升级,以客户需求为核心,利用网络零售提供的大数据进行柔性生产,促进生产者和消费者之间的互动关系。
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