Abstract:Under the background of economic globalization and COVID-19, online shopping has gradually replaced offline shopping as the main shopping mode. In this paper, consumers’ perceptions are introduced into the traditional BCG matrix to form a new BCG matrix, and according to it, the small gifts of a gift e-commerce platform are classified. We then performed a robustness test comparing the BCG matrix with K-means clustering. We found that new BCG matrix can objectively reflect the value of small gifts and provide s… Show more
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