"Life consumption Service" affecting consumption decision

In this paper, the life of consumer services, mainly refers to those in the real life for people to eat and drink consumption and provide the choice of services. In the entire user-consumed chain, the last section of the chain is always the offline merchant, and in the previous link, the Internet has the space to explore business opportunities.

Most of today's Internet products are involved in the process by which users look for and make decisions, and the significance is to help users find a satisfying place to consume. In particular, the emergence of mobile internet, and its own portability and the use of debris time, so that Internet products and people's lives more appropriate, but also make the role of the Internet increasingly obvious.

There is no doubt that the mobile Internet will produce more products that can provide consumer services. From the point of view of demand intensity, life consumption service belongs to the public demand, then is the user's necessities, the market is wide, the demand intensity is also very high. But since the goal of eating and drinking is clear, then the following should be said to meet the goal of the way or way, and this is the Internet products reflect its value of the most important. At present, there are three types of websites in this link.

One is comments on the community, business-oriented comments on the community, to the public comments as Representative;

One is mobile navigation software, gold, Baidu and Sogou map have been in this road to test water;

Another one is group buying.

Comment on the community and map software should be the user as the starting point of the demand, the user's initiative is stronger, but for the group purchase site to stimulate consumption means more strong. Although the things are different, but the impact on the user is consistent, is to promote consumption. When it comes to the factors that affect user decision making, group buying mainly uses its low price advantage, although the attraction is very big, but usually also faces the criticism of poor service. and the mobile map and business comments community is to take advantage of some soft factors, such as navigation, user reviews, business resources and so on. When the same kind of business difference is very small, the official information (such as business introduction, business hours, etc.) becomes less important.

What really makes a difference to a user's decision is that some of the people who have consumed it have given the merchant an evaluation. In this respect, the public comments have a strong user data and business resources accumulation, which has a great reference value for users ' consumption. Mobile map, its most basic is the most important value is for the user navigation direction, to the user to reach the destination direction. However, mobile map is a very high technology and data-dependent products, if simply rely on the user to provide map navigation services, or as a tool exists, has its value but the development of the imagination space is not enough. Moreover, in China, a country that advocates free internet products, competition will lead to free products that are originally charged, and the commercial value of tool software is inherently low. So even from the profit point of view, the mobile map of their business expansion is understandable.

The world of the Internet, although many products of different forms but to meet the end-user needs are the same, users will have different choices, is the difference between the initial motivation. Try to figure out the motives of users using these three different types of products: the use of group buying is the pursuit of low prices, the use of public comments is to see the target restaurant or the location of the restaurant evaluation, using mobile phone map is the query route.

In the initial motivation, the use of mobile maps for the purpose of life consumption is the least strong. The user uses the mobile phone map process Shun a line, users use map navigation, find the destination, then can be based on the route to. Throughout the process, there is no need to use mobile maps to provide business services. But then again, since looking for a place to eat and drink is the destination for users to travel, users travel before or when the need to do is to check the route, that is to provide users with the route at the same time for his choice of destinations to provide reference value, this thing to do seems reasonable. Just from the user's habits, the mobile map to the user habits of the cultivation cost is the highest.

When there is more and more of the same type of business, and the choice of more and more large, in the impact of the user's decision factors, distance becomes very important. So whether it is the gold, Baidu or Sogou map, the user selected a category after the recommended are also near the merchant, the public comment on the first line of mobile phone client channel is also "nearby." Of course, if a user chooses a business that is far away from him, it only means that the merchant has a strong appeal to the user. After all, the map software to do the main industry or provide navigation services for the people, so business consumption can be seen as a navigation based on the expansion, and then combined with the original navigation destination motives, so only to do the search of nearby businesses is a better choice. If the user is looking for a destination, there is a certain type of consumer demand, such as hotel reservations, the map software life consumption service is just cut to the demand point, the demand and services have been a good match. In fact, when users just want to find a place to spend in the vicinity of the time, the choice of the map will be greater.

We see the map software in the business introduction, personal consumption, restaurant atmosphere, business hours and other information, this system with the public comment on the same, and map products business data is also from the third party, the public comments also accounted for a very high proportion. And we are in the public comment after the merchant, there will also be from the Third-party map software to provide navigation services. So the map software and some vendors to comment on the site is a cooperative relationship. When a product plus another product will make its business model value more Dahua, and in terms of their own strength, the need for complementary products to realize the cost is too large, two of products to meet the needs of users have a lot of overlap, each other there is the possibility of cooperation.

Consumer services on the Internet, while connected to consumers, while connecting businesses. There are business opportunities in the process because consumers often have difficulty making choices. In addition to the convergence of business information and user evaluation of the Community model, there are many services to meet the Internet is also people's life consumption, but some products are not in the user decision-making process. And just to make it easier for users to find businesses, such as Hotel Butler, is to help users faster booking hotels. Everyone satisfies the demand is the same, but the product point of entry is different. Internet products are of course the hope that users through the site to the offline consumption of the more the better, the conversion rate of increase, the value of the Internet will be greater. To look at, the Internet in the life of consumer services in this direction of exploration is also very beneficial.