网上手机销售的价格弹性及其影响因素分析

Analyzing the Price Elasticity and Significant Factors for the Online Sales of Cell Phone

摘要: 随着网络购物渐渐进入我们的生活，网上销售手机越来越多。而网络销售与实体销售有诸多不同，本文应用对数模型、非参数检验等多种统计方法分析淘宝网手机销售数据。目的是研究网络销售中，价格与销量的关系，并探究有哪些重要因素对销售价格产生影响。通过探究，我们发现市场份额较大的品牌，其销量随着价格的下降有所上升，且其价格受到店铺所在地及售后服务的影响。所得结论对手机网络销售商有一定的参考意义。

Abstract: As we are getting familiar with online shopping, more and more people buy cell phones via inter-net. Due to the numerous differences between the online sales and physical store sales, we use various statis-tical methods such as log model and nonparametric test to analyze cell phone online sales data from tao-bao.com in this paper. It aims to study the relationship between online sales and price. We also try to find significant factors which affect the price. By means of data analysis, it could be found that the sales volume increases when the price declines for the brand with large market share. Moreover, the price is affected by the location and after-sales service of the store. The results can provide some useful information to the online cell phone sellers.