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Part IV: Marketing Strategy selection

1. China online shopping market related situation

According to statistics 2006 China online shopping market growth continued 2005 years ago growth trend, total shopping over 30 billion, only because of the expansion of the market base, the growth rate slowed. But the growth rate of 64.85% is still a fast-growing area throughout the internet industry. China's online shopping market is expected to remain very bullish in 2007, and the trend of Internet environment and technology development will continue to promote the rapid development of China's online shopping market. 2007 China's online shopping market will be close to 50 billion, while the growth rate remains more than 60% of the speed.

January 23, 2007, China Internet Network Information Center (CNNIC) released the 19th China Internet Development Status Statistics report. The report shows that as of the end of 2006, the number of Chinese Internet users reached 137 million, accounting for China's total population of 10.5%. "2006 China Consumer-to-consumer Online shopping survey Report" Hot data. Data show that as of March 2006, Beijing, Shanghai and Guangzhou Three cities have a total of consumer-to-consumer online shopping consumers 2 million people, the penetration rate of 16.2% in the Netizen, of which the highest penetration rate in Shanghai, 18.5%, Beijing and Guangzhou, respectively, the penetration rate of 17.5% and 11.5%.

2. China's online shopping market Forecast

In the national economy to maintain the growth rate of 8% per annum and people's consumption level steadily rising, I will be in the next few years the network shopping market to maintain the rapid development of confidence.

First, the market Foundation determines the broad prospects of online shopping market. China's huge internet user base paints a rosy picture of China's online shopping market, with nearly 30% of internet users having online shopping in 2006, and the prospects for China's online shopping market will be infinitely better as the proportion of Chinese netizens and online shopping is rising. The development of the Internet and the convenience of online shopping have fully foreshadowed the inevitability of the growth of these two figures.

The second is the improvement of the network shopping service, which has promoted the acceptance of internet shopping by Chinese netizens. With online payment, integrity services, THIRD-PARTY payments, logistics recommendations, shopping search and other internet shopping related to the introduction and maturity. Internet shoppers are no longer afraid of online shopping, but in the internet shopping convenience to gradually take the line shopping as their main shopping channel.

Third, the application of new technology has enriched the function of network shopping, enhanced the intuitive and experiential, so that the online shopping list of goods greatly enriched. The commodity is rich, the market scale of the network shopping also will continue to grow.

3. Network consumer's purchase process analysis

The purchase process of network consumers is the process of forming and realizing the purchase behavior of Internet consumers. The purchase process of Internet consumers can be roughly divided into five stages: arousing demand, collecting information, comparing selection, purchasing decision and post purchase evaluation.

A, the purchase motive produces

For online stores, the motivation to induce demand can only be limited to sight and hearing. The expression of the text, the design of the picture and the configuration of the sound are the direct motives of the network marketing inducing consumers to buy. From this aspect, the network marketing to the consumer's attraction has the quite difficulty. This requires the enterprise or intermediary engaged in network marketing to understand the actual needs and potential needs related to their products, understand the different levels of these needs at different times, understand what these needs are triggered by, and then cleverly design promotional means to attract more consumers to browse the web, to induce their desire for demand.

B. Collecting information

Commercial channels, such as exhibition sales, door-to-door sales, intermediary marketing, all kinds of advertising, and so on, mainly through the manufacturer's conscious activities to disseminate merchandise information to consumers. The network marketing information transmission mainly relies on the network advertisement and the Retrieval system product introduction, including on the Information Service Merchant website advertisement, the intermediary searches the system the item as well as own homepage advertisement and the product introduction.

C, comparative selection

Online shopping is not directly in touch with the real thing. The consumer's comparison of online goods depends on the description of the product, including the description of the text and the description of the picture. Internet marketers don't have enough of their product descriptions to attract many customers. And if the description of the product exaggerated, even with false ingredients, it may permanently lose customers.

D, purchase decision

After the network consumer completes the comparison choice to the commodity, then enters the purchase decision-making stage. Compared with the traditional purchase method, the purchase decision of the network Purchaser has many unique characteristics. First of all, the network buyers of rational motivation accounted for a larger proportion, and the proportion of emotional motivation is small. Second, online purchases are less affected by the outside world, and most purchase decisions are made by themselves or after consultation with family members. Third, the decision-making behavior of online shopping is much quicker than the traditional purchase decision.

E. Ex post facto evaluation

After consumers buy goods, often through the use of their own purchase options for testing and reflection, reconsider the purchase is correct, utility is ideal, and service is thoughtful and so on. This kind of post evaluation often determines the future purchase trend of consumers.

First talked about here, we take a look at the younger brother's second-hand market site, to point suggestions: http://www.bizlong.com