价格竞争策略,一直是电商企业所重视的营销策略。传统线下企业也开始试水电子商务,积极参与价格战。电商市场注定不会太平,“11.11”电商大战就是最好的明证。价格战其实是一把双刃剑,“杀敌一千,自损八百”的情况也屡屡发生。作为中小电子商务企业,要想获得发展得空间,应当灵活采取非价格竞争策略。 Price competition strategy has always been the marketing strategy that e-commerce companies value. Traditional offline companies have begun to test water e-commerce and actively participate in price wars. The e-commerce market is destined not to be peaceful. The “11.11” e-commerce war is the best proof. The price war is actually a double-edged sword. The situation of “killing the enemy one thousand and losing one hundred and eight hundred” has also occurred frequently. As small and medium-sized e-commerce companies, if they want to gain space for development, they should adopt flexible non-price competition strategies.