电商平台预售模式发展现状及其问题研究——基于消费者视角
Research on the Development Status and Problems of the Pre-Sale Model of E-Commerce Platform—Based on the Perspective of Consumers

目前网购已经成为大众消费的重要渠道，并且网络预售模式正在成为通用化、规模化、常态化电商销售模式。电商平台预售模式是能将分散的用户需求集中起来，达到集中式生产、采购及销售的效果，既满足了消费者的个性化需求，又营造了一个良好的营销氛围。不仅如此，预售产品也不再局限于传统的商品，更成为了各品牌推广新产品的重要渠道和大促销提前预热的重要方案。但也暴露出不少亟待解决的问题。本文主要通过消费者视角研究电商平台预售模式发展，分析了预售模式的概念及现状，揭示了我国电商平台预售模式发展过程中出现的问题并提供对策，进一步为电商预售模式提供新思路。
At present, online shopping has become an important channel for mass consumption, and the online pre-sale model is becoming a generalized, large-scale, and normalized e-commerce sales model. The pre-sale mode of the e-commerce platform can gather scattered user needs and achieve the effects of centralized production, procurement and sales, which not only satisfies the individuality of consumers’ demand, and created a good marketing atmosphere. Not only that, pre-sale products are no longer limited to traditional products, but have become an important channel for brands to promote new products and an important plan for pre-heating big promotions. But it also exposed many problems that need to be solved urgently. This paper mainly studies the development of pre-sale mode of e-commerce platform from the perspective of consumers, analyzes the concept and status quo of pre-sale mode of e-commerce platform, reveals the problems in the development process of pre-sale mode of e-commerce platform in China and provides countermeasures to further provide new ideas for e-commerce pre-sale mode.