Brand Content Optimization: A Major Challenge for Sellers on Marketplaces

IF 2.6 3区 经济学 Q1 Business, Management and Accounting
Richardson Ciguene, Bertrand Marron, Nicolas Habert
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引用次数: 0

Abstract

—Today, more and more consumers are purchasing their products and services online. At the same time, the penetration rate of very small and medium-sized businesses on marketplaces continues to increase, which has the direct impact of intensifying competition between sellers, thus, only the best-optimized deals are ranked well by algorithms and are visible to consumers. However, it is almost impossible to know all the Brand Content rules and criteria established by marketplaces, which is essential to optimizing their product sheets, especially since these rules change constantly. In this paper, we propose to detail this question of Brand Content optimization by taking into account the case of Amazon, in order to capture the scientific dimension behind such a subject. In a second step, we will present the genesis of our research project, DEEPERFECT, which aims to set up original methods and effective tools, in order to help sellers, present on marketplaces, in the optimization of their branded content.
品牌内容优化:市场卖家面临的主要挑战
今天,越来越多的消费者在网上购买产品和服务。与此同时,中小企业在电商平台上的渗透率不断提高,这直接影响了卖家之间竞争的加剧,因此,只有优化得最好的交易才能在算法中排名靠前,并被消费者看到。然而,几乎不可能了解市场建立的所有品牌内容规则和标准,这对于优化其产品表至关重要,特别是因为这些规则不断变化。在本文中,我们建议结合亚马逊的案例来详细阐述品牌内容优化这个问题,以捕捉这个主题背后的科学维度。在第二步中,我们将介绍我们的研究项目DEEPERFECT的起源,该项目旨在建立原创的方法和有效的工具,以帮助在市场上展示的卖家优化其品牌内容。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.80
自引率
3.80%
发文量
48
审稿时长
15 weeks
期刊介绍: The Journal of Business Economics and Management is a peer-reviewed journal which publishes original research papers. The objective of the journal is to provide insights into business and strategic management issues through the publication of high quality research from around the world. We particularly focus on research undertaken in Western Europe but welcome perspectives from other regions of the world that enhance our knowledge in this area. The journal publishes in the following areas of research: Global Business Transition Issues Economic Growth and Development Economics of Organizations and Industries Finance and Investment Strategic Management Marketing Innovations Public Administration.
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