大學(xué)生網(wǎng)購(gòu)市場(chǎng)調(diào)查報(bào)告

大學(xué)生網(wǎng)購(gòu)市場(chǎng)調(diào)查報(bào)告大學(xué)生網(wǎng)絡(luò)購(gòu)物市場(chǎng)調(diào)查報(bào)告

網(wǎng)上購(gòu)物，就是通過(guò)互聯(lián)網(wǎng)檢索商品信息，并通過(guò)電子訂購(gòu)單發(fā)出購(gòu)物請(qǐng)

求，然后填上私人支票帳號(hào)或信用卡的號(hào)碼，廠商通過(guò)郵購(gòu)的方式發(fā)貨，或是通過(guò)快遞公司送貨上門(mén)。國(guó)內(nèi)的網(wǎng)上購(gòu)物，一般付款方式是款到發(fā)貨（直接銀行轉(zhuǎn)帳，在線匯款）。擔(dān)保交易（淘寶支付寶，百度百付寶，騰訊財(cái)付通等的擔(dān)保交易），貨到付款等。

一．調(diào)查的背景和目的

隨著網(wǎng)絡(luò)普及，電腦成本的不斷下降，網(wǎng)上購(gòu)物已經(jīng)從當(dāng)時(shí)霧里看花遙不可及的狀態(tài)，變成了當(dāng)今最火爆，最適合上班族、年輕族群購(gòu)物口味的一種購(gòu)物方式。網(wǎng)上購(gòu)物已經(jīng)慢慢地從一個(gè)新鮮的事物逐漸變成人們?nèi)粘Ｉ畹囊徊糠?，沖擊著人們的傳統(tǒng)消費(fèi)習(xí)慣和思維、生活方式，以其特殊的優(yōu)勢(shì)而逐漸深入人心。大學(xué)生作為對(duì)網(wǎng)絡(luò)最敏感的人群，他們對(duì)網(wǎng)上購(gòu)物行為接受很快，是未來(lái)購(gòu)物市場(chǎng)上的潛在用戶(hù)。

這次大學(xué)生網(wǎng)上購(gòu)物調(diào)查研究目的是為了研究大學(xué)生網(wǎng)上購(gòu)物行為并對(duì)其進(jìn)行分析，了解當(dāng)代大學(xué)生對(duì)網(wǎng)絡(luò)購(gòu)物的消費(fèi)態(tài)度，正確指導(dǎo)大學(xué)生網(wǎng)上購(gòu)物消費(fèi)行為，以及未來(lái)對(duì)網(wǎng)購(gòu)發(fā)展?jié)摿Φ钠谕?/p>

二．調(diào)查內(nèi)容

本次調(diào)查采用調(diào)查問(wèn)卷的形式對(duì)在校大學(xué)生進(jìn)行網(wǎng)購(gòu)調(diào)查，調(diào)查表如下所示：

作為青春、時(shí)尚、個(gè)性，有較高文化水平的群體，大學(xué)生注重自我，富于想象力、渴望變化、喜歡創(chuàng)新、喜好新鮮事物，有強(qiáng)烈的好奇心，喜歡自由選擇，快樂(lè)購(gòu)物，他們所選擇的不單是商品的實(shí)用價(jià)值，更要與眾不同，充分體現(xiàn)個(gè)人的風(fēng)格。因此大學(xué)生在購(gòu)物時(shí)對(duì)自由選擇和個(gè)性化消費(fèi)提出了更高的要求。網(wǎng)絡(luò)購(gòu)

物正好能滿(mǎn)足大學(xué)生這些心理需求。大學(xué)生在網(wǎng)絡(luò)購(gòu)買(mǎi)時(shí)風(fēng)險(xiǎn)感隨選擇的增多而上升，尤其在一些大件耐用消費(fèi)品(如電腦)的購(gòu)買(mǎi)上，他們會(huì)主動(dòng)通過(guò)各種可能的途徑獲取與商品有關(guān)的信息并進(jìn)行分析比較，從中獲取心理上的平衡以減輕風(fēng)險(xiǎn)感，增強(qiáng)對(duì)產(chǎn)品的信任和心理滿(mǎn)意度。男生比女生更注重的心理需求是趣味性，女生更重視的是網(wǎng)絡(luò)購(gòu)物能滿(mǎn)足其好奇心，這也反映了男女生不同心理需求。

經(jīng)過(guò)調(diào)查，統(tǒng)計(jì)數(shù)據(jù)如下：

大學(xué)生網(wǎng)絡(luò)購(gòu)物安全意識(shí)通過(guò)下面調(diào)查統(tǒng)計(jì)圖得知，一些大學(xué)生在剛開(kāi)始網(wǎng)絡(luò)購(gòu)物時(shí)曾擔(dān)心購(gòu)物安全問(wèn)題，包括：產(chǎn)品質(zhì)量、售后服務(wù)、支付安全，但部分大學(xué)生對(duì)網(wǎng)絡(luò)購(gòu)物安全重視不夠。網(wǎng)上購(gòu)物往往涉及一些個(gè)人信息，而大學(xué)生很少有人關(guān)注個(gè)人信息安全問(wèn)題，即使是初次購(gòu)物的大學(xué)生也沒(méi)有人關(guān)注個(gè)人信息是否被惡意使用的問(wèn)題。網(wǎng)絡(luò)購(gòu)物由于其平臺(tái)的虛擬特點(diǎn)，容易產(chǎn)生一些糾紛，甚至出現(xiàn)騙購(gòu)現(xiàn)象。

從下圖可知，服飾是大學(xué)生在網(wǎng)上購(gòu)買(mǎi)最多的物品，其次是圖書(shū)音像制品。男、女生購(gòu)買(mǎi)最多的物品都是服飾，男生購(gòu)買(mǎi)物品第二位的數(shù)碼產(chǎn)品，占男生人數(shù)的45％。女生購(gòu)買(mǎi)物品第二位的是圖書(shū)音像，占女生人數(shù)的48．5％。大學(xué)生在網(wǎng)上購(gòu)買(mǎi)最多的5類(lèi)商品與中國(guó)互聯(lián)網(wǎng)信息中心(CNNIC)對(duì)全民調(diào)查得出的用戶(hù)在網(wǎng)上購(gòu)買(mǎi)的商品和服務(wù)主要是書(shū)刊、服裝鞋帽、數(shù)碼音像制品、化妝品及個(gè)人護(hù)理用品等有些差異，但這些商品和服務(wù)更體現(xiàn)了大學(xué)生在學(xué)習(xí)、生活和文化娛樂(lè)等各個(gè)方面的需要和消費(fèi)。服裝鞋帽飾品因種類(lèi)多，樣式豐富，價(jià)格優(yōu)惠，十分受大學(xué)生的歡迎，其中以女大學(xué)生為甚。書(shū)刊質(zhì)量風(fēng)險(xiǎn)不大，運(yùn)輸較為方便，一般還有折扣，也

是大學(xué)生網(wǎng)絡(luò)購(gòu)物的主要物品。數(shù)碼產(chǎn)品的購(gòu)買(mǎi)反映了大學(xué)生學(xué)習(xí)、娛樂(lè)生活的需求，其網(wǎng)上產(chǎn)品更是種類(lèi)繁多，信息豐富，且比實(shí)體店中更有價(jià)格優(yōu)勢(shì)，男生一般喜歡在網(wǎng)上關(guān)注數(shù)碼科技產(chǎn)品，如有需要，在網(wǎng)上購(gòu)買(mǎi)也是非常方便的。在網(wǎng)購(gòu)物品中，男女生購(gòu)買(mǎi)排第二位的分別是數(shù)碼產(chǎn)品和圖書(shū)音像制品，研究者認(rèn)為這可能反映了男女生不同的愛(ài)好和娛樂(lè)方式。

大學(xué)生選擇網(wǎng)絡(luò)購(gòu)物的原因

1、網(wǎng)絡(luò)中的商品比較豐富。相比現(xiàn)實(shí)社區(qū)活動(dòng)區(qū)域的局限性,網(wǎng)絡(luò)作為虛擬的社區(qū),有“無(wú)限”的空間和領(lǐng)域,在這個(gè)“無(wú)限”的空間中人們可以通過(guò)網(wǎng)絡(luò)商店來(lái)尋找自己想要購(gòu)買(mǎi)的商品和服務(wù)。網(wǎng)絡(luò)虛擬社區(qū)空間的無(wú)地域、無(wú)國(guó)界的特點(diǎn),導(dǎo)致網(wǎng)絡(luò)購(gòu)物也突破了地域、國(guó)界的界限,使消費(fèi)者可以通過(guò)網(wǎng)絡(luò)購(gòu)買(mǎi)到自己生活的社區(qū)難以買(mǎi)到的商品。

2、網(wǎng)絡(luò)中商品價(jià)格相對(duì)低廉。

在網(wǎng)絡(luò)中出售的商品通常要比傳統(tǒng)商場(chǎng)的商品價(jià)格低一些,調(diào)查數(shù)據(jù)顯示,學(xué)生比較關(guān)注的幾種商品,服飾是折扣最大的,能達(dá)到50%以上;其次是電子產(chǎn)品,平均折扣在40%;折扣最小的是書(shū)籍,一般只便宜20%-30%。網(wǎng)上中的商品低價(jià)的原因就在于網(wǎng)絡(luò)可以省去傳統(tǒng)商場(chǎng)無(wú)法省去的一些費(fèi)用,例如場(chǎng)地租金、員工的工資等。因此網(wǎng)絡(luò)商品的附加費(fèi)用比較低,商品的價(jià)格也就低了。低廉的價(jià)格正是吸引大學(xué)生這個(gè)“純消費(fèi)”群體樂(lè)意參與網(wǎng)絡(luò)購(gòu)物的重要原因。

3、網(wǎng)絡(luò)購(gòu)物的快捷便利。

隨著快遞公司的迅速發(fā)展,促使了網(wǎng)絡(luò)購(gòu)物的繁榮。現(xiàn)在的快遞公司不僅僅局限于傳統(tǒng)的郵局,新出現(xiàn)了很多快遞機(jī)構(gòu),例如宅急送、申通快遞、圓通快遞、中通快遞、天天快遞等等。這些快遞公司的出現(xiàn)加速了網(wǎng)絡(luò)購(gòu)物的發(fā)展,使網(wǎng)絡(luò)消費(fèi)變得更加便利和快捷。一個(gè)方面減輕了商店的促銷(xiāo)和分銷(xiāo)的壓力,另一方面也方便了消費(fèi)者購(gòu)物。消費(fèi)者只需在網(wǎng)上挑選商品,剩下的事情就由商家和快遞公司來(lái)完成,無(wú)需消費(fèi)者親自到商店中購(gòu)買(mǎi)。而且網(wǎng)絡(luò)商店24小時(shí)的開(kāi)放,更大程度上方便了顧客,不會(huì)受到營(yíng)業(yè)時(shí)間的限制,大學(xué)生更適應(yīng)這種新式的購(gòu)物方式。

4、網(wǎng)絡(luò)購(gòu)物的群體認(rèn)同感。

網(wǎng)絡(luò)購(gòu)物作為一種新興的購(gòu)物方式,從它的興起到慢慢成熟,網(wǎng)絡(luò)購(gòu)物人數(shù)在不斷的增加。但由于網(wǎng)絡(luò)購(gòu)物的限定性,網(wǎng)絡(luò)購(gòu)物的消費(fèi)者相對(duì)而言還是少數(shù),人們對(duì)網(wǎng)絡(luò)消費(fèi)還是感覺(jué)很新奇,網(wǎng)絡(luò)購(gòu)物者也會(huì)把自己同其他群體分離開(kāi)來(lái),形成一個(gè)特殊的群體。特別是大學(xué)生,個(gè)性使他們更喜歡“標(biāo)榜”自己,從而更加注重網(wǎng)絡(luò)購(gòu)物所帶來(lái)的特殊群體的認(rèn)同感。

三．結(jié)論：

1.大學(xué)生網(wǎng)上購(gòu)物潛力巨大

大學(xué)生雖然受經(jīng)濟(jì)條件的約束,在校期間無(wú)法開(kāi)展更多的網(wǎng)上購(gòu)物活動(dòng),但其參加工作之后將會(huì)在很大程度上成為社會(huì)中高收入的群體。所以,大學(xué)生的價(jià)值也絕不僅僅局限于他們目前的實(shí)際購(gòu)買(mǎi)量,而在于其終身價(jià)值,一旦有了固定的收入,他們參與電子商務(wù)活動(dòng)的潛力是巨大的。此次問(wèn)卷調(diào)查也支持這一結(jié)果,男生中62%的被調(diào)查學(xué)生有過(guò)網(wǎng)上購(gòu)物經(jīng)歷，甚至女生中更高，達(dá)到了78%;55.6%的大學(xué)生網(wǎng)絡(luò)購(gòu)物者明確表示在未來(lái)的一年還會(huì)繼續(xù)進(jìn)行網(wǎng)絡(luò)購(gòu)物;40.7%沒(méi)有嘗試過(guò)網(wǎng)絡(luò)購(gòu)物的大學(xué)生也表示今后會(huì)進(jìn)行網(wǎng)絡(luò)購(gòu)物。

2.大學(xué)生網(wǎng)上購(gòu)物市場(chǎng)已經(jīng)形成

由調(diào)研我們可以看出,大學(xué)生上網(wǎng)已經(jīng)普及,大學(xué)生每天上網(wǎng)的平均時(shí)間普遍為

1～5小時(shí),這些人群對(duì)網(wǎng)絡(luò)可謂相當(dāng)依賴(lài),同時(shí),在曾經(jīng)有過(guò)網(wǎng)上購(gòu)物經(jīng)驗(yàn)的人群里86%的購(gòu)物者對(duì)其進(jìn)行的網(wǎng)上購(gòu)物是基本滿(mǎn)意的,說(shuō)明至少有86%的人對(duì)網(wǎng)上購(gòu)物是能夠接受。以上數(shù)字告訴我們,面對(duì)大學(xué)生的網(wǎng)上市場(chǎng)已經(jīng)形成,正等待商家去開(kāi)發(fā)。

3.多數(shù)大學(xué)生(占被調(diào)查人數(shù)的68．5％)有過(guò)網(wǎng)絡(luò)購(gòu)物行為，這說(shuō)明在大學(xué)生群體中網(wǎng)絡(luò)購(gòu)物已經(jīng)是一種普遍現(xiàn)象。但是大學(xué)生的消費(fèi)心態(tài)還不夠成熟，一部分人僅憑新鮮好奇和有趣而選擇網(wǎng)絡(luò)購(gòu)物，因此存在盲目消費(fèi)現(xiàn)象。對(duì)此，高校應(yīng)該開(kāi)展消費(fèi)教育，設(shè)置有關(guān)消費(fèi)知識(shí)的講座，引導(dǎo)學(xué)生形成正確的消費(fèi)觀。關(guān)注大學(xué)生消費(fèi)狀況，把握大學(xué)生消費(fèi)心理和行為導(dǎo)向，培養(yǎng)他們健康的消費(fèi)心理，樹(shù)立他們合理的消費(fèi)觀，引導(dǎo)他們正確的消費(fèi)行為，就成為當(dāng)前高?！皟烧n”教學(xué)的重要課題。應(yīng)發(fā)揮高校學(xué)生社團(tuán)的積極作用，通過(guò)豐富的活動(dòng)來(lái)了解流．宣傳健康向上的網(wǎng)絡(luò)消費(fèi)文化。加強(qiáng)大眾傳媒的正面引導(dǎo)，呼吁文化部門(mén)在大眾傳媒中向大學(xué)生進(jìn)行網(wǎng)絡(luò)消費(fèi)的針對(duì)性的宣傳教育。學(xué)?？梢酝ㄟ^(guò)網(wǎng)絡(luò)消費(fèi)主題講座等形式，對(duì)學(xué)生進(jìn)行合法網(wǎng)站識(shí)別以及防范網(wǎng)絡(luò)欺詐等方面的教育。有些大學(xué)生對(duì)網(wǎng)絡(luò)法律法規(guī)缺乏了解，法律意識(shí)淡薄，為此有關(guān)部門(mén)應(yīng)加強(qiáng)對(duì)大學(xué)生網(wǎng)絡(luò)法律法規(guī)的教育，并教授他們一些自我保護(hù)的措施，這對(duì)于預(yù)防和打擊網(wǎng)絡(luò)犯罪，加強(qiáng)大學(xué)生自我權(quán)益保護(hù)是有益的。在法律法規(guī)教育方面，學(xué)?？梢耘c警方合作。對(duì)于已經(jīng)受到網(wǎng)絡(luò)欺詐而心理受挫的學(xué)生，可以通過(guò)學(xué)校的心理咨詢(xún)中心進(jìn)行輔導(dǎo)，以保障他們的心理健康。

加強(qiáng)對(duì)商家的管理。

1)加強(qiáng)網(wǎng)絡(luò)商品的管理。調(diào)查發(fā)現(xiàn),很多大學(xué)生喜歡購(gòu)買(mǎi)一些品牌商品,之所以在網(wǎng)上購(gòu)買(mǎi),就是看中了網(wǎng)絡(luò)商品的價(jià)格低,但是虛假商品的摻入使大學(xué)生受到欺騙,從而失去了對(duì)網(wǎng)絡(luò)購(gòu)物的興趣。因此必須加強(qiáng)對(duì)網(wǎng)絡(luò)商品的質(zhì)量的管理與鑒定,確保商品的真實(shí)性。

2)加強(qiáng)商家信譽(yù)度的管理。根據(jù)調(diào)查,很多購(gòu)物網(wǎng)站都設(shè)立了信譽(yù)度的測(cè)評(píng)。比如淘寶會(huì)員在淘寶網(wǎng)每使用支付寶成功交易一次,就可以對(duì)交易對(duì)象作一次信用評(píng)價(jià)。在交易中作為賣(mài)家的信用度分為20個(gè)級(jí)別,級(jí)別越高,信譽(yù)度越高,大學(xué)生在網(wǎng)上購(gòu)物的過(guò)程中就可以通過(guò)信譽(yù)度來(lái)確定購(gòu)買(mǎi)哪個(gè)商家的產(chǎn)品。

3)加強(qiáng)法律法規(guī)的建設(shè)。伴隨著網(wǎng)絡(luò)購(gòu)物的迅速發(fā)展,有關(guān)于這方面的法律法規(guī)建設(shè)的步伐卻顯稍慢,中國(guó)涉及到網(wǎng)絡(luò)購(gòu)物方面的糾紛主要依靠《合同法》、《消費(fèi)者權(quán)益保護(hù)法》、產(chǎn)品質(zhì)量保護(hù)法等法律調(diào)整,而沒(méi)有一部全國(guó)性的專(zhuān)門(mén)規(guī)范電子商務(wù)的法律法規(guī)。因此,建立和完善網(wǎng)絡(luò)購(gòu)物方面的相關(guān)法律法規(guī),就賠償責(zé)任承擔(dān)主體、合同模式、權(quán)利與義務(wù)、糾紛處理機(jī)制、賠付途徑等做出規(guī)定,具有十分重要的意義。

2、倡導(dǎo)大學(xué)生網(wǎng)絡(luò)理性消費(fèi)。

1)選擇良好的購(gòu)物網(wǎng)站。大學(xué)生在網(wǎng)絡(luò)購(gòu)物的時(shí)候盡量選擇一些自己熟知的,信用度較高的網(wǎng)站,盡可能的不要選擇新網(wǎng)站。

2)是選擇良好的商家。大學(xué)生在購(gòu)物的時(shí)候首先查看商家的信用等級(jí),開(kāi)店的時(shí)間長(zhǎng)短,以及差評(píng)情況。

3)選擇優(yōu)質(zhì)的商品。網(wǎng)絡(luò)中的商品的價(jià)格很不統(tǒng)一,同一種商品價(jià)格有很多種,因此,大學(xué)生在網(wǎng)絡(luò)購(gòu)物的過(guò)程中一定要學(xué)會(huì)貨比三家,尋找質(zhì)量最好的、價(jià)格最低的商品。

4)選擇合適的支付方式。在購(gòu)買(mǎi)商品時(shí),一定要采用保險(xiǎn)的支付方式,比如利用支付寶、安付通等這些經(jīng)過(guò)第三方支付的方法,這樣可以充分的保證大學(xué)生消費(fèi)者的權(quán)益。

5)加強(qiáng)自我保護(hù)意識(shí)。大學(xué)生在網(wǎng)絡(luò)購(gòu)物時(shí),一定要學(xué)會(huì)鑒別商家的真實(shí)性和信譽(yù)度,與賣(mài)方多進(jìn)行溝通,充分的了解了商家和商品的基礎(chǔ)上才進(jìn)行商品的購(gòu)買(mǎi),學(xué)會(huì)用法律的武器來(lái)保護(hù)自己的利益。

第二篇：中國(guó)網(wǎng)購(gòu)市場(chǎng)報(bào)告161000字

CBCMARKETINGRESEARCHSHANGHAIOFFICE

Online-ShoppingMarketinChina-AdventurousKingdomforForeignSME

by

Lee,Hsiang-Ting

December2009

TableofContentsI

TableofContents

TableofContentsI?ListofFiguresIII?ListofTablesIV?

1.?Introduction1?

2.?OnlineShoppingMarketinChina3?

2.1.?

2.2.?

2.3.?

2.4.?

2.5.?

2.6.?MacroeconomicEnvironmentinChina3?InternetAccessConditioninChina4?DemographicStructureofNetizens8?TrendsintheInternetDevelopmentinChina12?CurrentDevelopmentoftheChineseOnlineShoppingMarket12?OnlineBuyerAnalysis16?

3.?MarketParticipantsintheOnlineRetailingMarketandtheirBusinessModels26?

3.1.?

3.2.?

3.3.?

3.4.?OverviewoftheOnlineRetailingMarket26?MajorRetailersintheOnlineShoppingMarket28?KeyConsiderationsintheChoiceofOnlineRetailers33?ManufacturerswithOnlineSales37?

4.?MajorOperationalIssuesintheChineseOnlineShoppingMarket42?

4.1.?

4.2.?

4.3.?

4.4.?

4.4.?MultichannelDistributionandPriceCompetition42?PriceCompetitionwithUnauthorizedOnlineStores45?LogisticsintheOnlineShoppingMarket47?PaymentsintheOnlineShoppingMarket49?ProblemsofCounterfeitProducts51?

TableofContentsII

5.?SuccessFactorsintheChineseOnlineShoppingMarket53?

5.1.?

5.2.?SuccessFactorsofOnlineRetailers53?SuccessFactorsoftheManufacturerswithOnlineSales54?

6.?Conclusion59?

6.1.?

6.2.?TrendsintheChineseOnlineShoppingMarket59?AdviceforForeignSMEs61?

Bibliography67?

ContactInformation78?

ListofFiguresIII

ListofFigures

Figure1:China’sGDPandYear-On-YearGDPGrowthRates3?

Figure2:China’sITMarketGrowthRateandGDPGrowthRateForecast,20094?

Figure3:SizeofNetizensandInternetPenetrationRatesinChina5?

Figure4:WorldInternetPenetrationRates,20096?

Figure5:DownloadSpeedsinMajorOECDCountries7?

Figure6:Netizens’GenderDistribution8?

Figure7:Netizens’AgeDistribution9?

Figure8:Netizens’AgeDistributioninChina,Korea,Taiwan,HongKong,andMacao10?

Figure9:DevelopmentofNetizens’AgeStructurefrom2000-200710?

Figure10:DevelopmentofNetizens’IncomeStructurefrom2000toJune200911?

Figure11:Netizens’EducationalStructure12?Figure12:ValueofTransactionsandMarketGrowthRates

intheChineseOnlineShoppingMarket13?

Figure13:PercentageofOnlineRetailSalesintheTotalRetailSalesintheChineseMarket..13?

Figure14:ValueofTransactionsintheChineseOnlineB2CandC2CMarket14?

Figure15:AverageOnlinePurchasingAmountsperUserperYear14?

Figure16:NetizensandOnlineCustomers’GenderDistribution,200816?

Figure17:OnlineCustomers’AgeDistribution,200816?

Figure18:OnlineBuyers’YearlyPurchasingAmountsbyIncome,200818?

Figure19:ValueofOnlineShoppingTransactionsbyRegion,200821?

Figure20:MarketShareofOnlinePaymentProvidersinChina,200822?Figure21:KeyInfluencingFactorsonOnlinePurchasingDecisions

ofMaleCustomers,200823?

Figure22:KeyInfluencingFactorsonOnlinePurchasingDecisions

ofFemaleCustomers,200823?

Figure23:Netizens’MediaChannelsforInformation

ofOnlineShoppingWebsites,June200824?

Figure24:MarketShareofOnlineRetailersinChina,200826?

Figure25:ValueofTransactionsofMajorOnlineRetailers,200826?

ListofTablesIV

ListofTables

Table1:RankingofBestSoldItemsoverInternet,200815?

Table2:MonthlyIncomesofOnlineCustomers,June200817?

Table3:OnlineCustomers’IncomeStructurebyCities,June200818?

Table4:OnlineCustomers’EducationalLevel,June200819?

Table5:LengthofPriorInternetExperienceamongOnlineCustomersinDifferentCities19?

Table6:OnlineCustomers’ScaleandPenetrationRatesbyRegion,200820?

Table7:MostUsedPaymentsMethodsbyOnlineCustomers,200821?

Table8:ComparisonofProductsandServicesof360Buy,DangdangandAmazon30?

Table9:TasksforManufacturerstoSellthroughOnlineRetailers34?

Table10:AdvantagesandDisadvantagesoftheCollaborationwithOnlineRetailers34?

Table11:CompositionofUsersbyTypesofOnlineRetailers36?

Table12:Users’AgeStructurebyOnlineShoppingPlatforms,June200836?

Table13:OnlineCustomers’IncomeLevelsbyOnlineShoppingPlatforms,June200837?

Table14:TypesofOnlineBusinessModels37?

Table15:MarketPositioningofMarkfairwhale’sOnlineandOfflineChannels44?

Table16:ComparisonofMarketEntryModesintheChineseOnlineShoppingMark62?

Table17:AdvantagesandDisadvantagesofThreeExpansionModesoverInternet64?

Table18:SWOTAnalysisforForeignFirmsintheChineseOnlineShoppingMarket65?

ListofAbbreviationsV

ListofAbbreviations

B2Conline

shoppingwebsite

CNNIC

COD

CRMCustomerC2Conline

shoppingwebsite

Electronicbusiness

andonlineshopping

Juniorcollege

B2Conlineshoppingwebsitesareplatformswhichsellgoodsorservicesdirectlytofinalcustomers.MajorB2ConlineshoppingwebsitesareDangdang,Amazonand360Buy.B2ConlineshoppingcustomersarecustomerswhopurchasedfromB2Conlineshoppingwebsitesinthepast6months(CNNIC,June2008,p.6).ChinaInternetNetworkInformationCenter(CNNIC)isthegovernmentalnetworkinformationcenterofChina.Establishedin1997,themainresponsibilityofCNNICincludesdomainnameregistry,IPaddressandautonomoussystemnumberallocationservice,cataloguedatabaseservice,technicalresearchesonInternetaddressing,Internetsurveyandrelevantinformationservices(CNNIC2009).CashondeliveryrelationshipmanagementC2ConlineshoppingwebsitesareonlineplatformslikeEBayfortransactionsbetweenindividuals(CNNIC,June2008,p.6).Electronicbusinessincludeanypurchaseofgoodsandservicesviaonlinecommunication,includingbusinesstobusiness(B2B),businesstoconsumer(B2C),consumertoconsumer(C2C)andgovernmenttobusiness(G2B)(CNNIC,June2008,p.6).Inthereport,onlineshoppingwillbemainlyfocusedononlineB2Cmarket.Juniorcollegeisusuallyknownashighervocationalschoolwherestudentsattendafterthegraduationfromseniorhighschools.Thefocusofthelecturesinjuniorcollegesisonpracticalskillsratherthantheoreticalknowledgeinuniversityeducation.

ListofAbbreviationsVI

Kbps

Mbit/sKilobitspersecondMegabitpersecond

MNCMultinationalcompanyMunicipalityand

sub-provincialcity

Netizen

ODM

Onlinecustomer

Onlineshopping

penetrationrate

Onlineshopping

penetrationrateofa

website

SEO

SMEMunicipalityreferstocitiesdirectlyunderthejurisdictionofthecentralgovernment.ChinesemunicipalitiesincludeBeijing,Shanghai,ChongqingandTianjin.Sub-provincialcityreferstoHarbin,Changchun,Shenyang,Dalian,Nanjing,Hangzhou,Ningbo,Xiamen,Jinan,Qingdao,Wuhan,Guangzhou,ShenzhenChengduandXian(CNNIC,June2008,p.7).AccordingtoCNNIC(June2008,p.6),netizenisdefinedastheChinesepopulationswhohaveaccessedtoInternetinthepast6months.OriginaldesignmanufacturerAccordingtoCNNIC(June2008,p.6),onlinecustomersaredefinedastheChinesepopulationwhohaspurchasedonlineinthepast6months.Onlineshoppingpenetrationratereferstothepercentageofonlineshoppingcustomersrelativetothetotalnumberofnetizensforthepast6months(CNNIC,June2008,p.6).Onlineshoppingpenetrationrateofawebsitereferstothepercentageofthecustomersofaspecificonlineshoppingwebsiterelativetothetotalnumberofonlineshoppingcustomersinthepast6months(CNNIC,June2008,p.6).SearchengineoptimizationSmallandmedium-sizedenterprise

Introduction1

1.Introduction

TheChineseeconomicmiraclehasbeenregardedasakeyfactorinfluencing

thespeedofworld’srecoveryduringcurrenteconomicdownturn.Inthis

circumstance,agreatnumberofcompaniesshifttheirfocustothe

continuouslygrowingChineseeconomy.OnlineretailinginChinaisgoing

throughaperiodofexceptionalboom.Themarketisimmunetoweak

economicconditionandhasexperiencedanexplosivegrowth.Customers

appreciateonlinepriceadvantagesoverofflinestoresandincreasetheironline

spending.

Inthecurrentfinancialcrisis,Chineseonlineshoppingmarketprovidesan

attainableopportunityforsmallandmediumenterprises.Accordingto

Anderson(April2009,pp.71-76),onlineplatformsdecreasethedistribution

costsincludingreducedspendingonphysicalstores,rentsandshelfspaces.

Numberofitemssoldonlinecanbefurtherextended.SMEswithuniqueniche

productscanreachtargetcustomersonlinemorecostefficiently.With

improvedonlinesearchingcapabilitiesandcommunicationapplicationslike

blogsandproductrecommendations,consumers’searchcostsfordesired

productsislargelyreducedthroughonlinechannel.Onlinebuyerscanselect

bestsuitedproductsatease.Personalizeddemandscanbesatisfiedmore

effectively.SMEswithdirectonlinesaleshavemoreopportunitiestocompete

withlargeconventionalplayersbyprovidinguniqueandindividualizedoffers.

Mixedwithhightechnology,tremendousgrowthanddistinctculture,Chinese

onlineshoppingmarketshowsitspromisingappeals.Meanwhile,geographical

diversity,culturalbarrierandlackofunderstandingmakethismarketless

accessiblefromoutsideworld.Within10years,theonlinemarkethas

experiencedadramaticchange.Oneremarkablechangeinthisindustrywas

Taobao’svictory,aChineselocalonlineshoppingplatformfoundedin2003

championedeBaywhopreviouslyheld85%ofmarketsharein2003

(So/Westland,August9,2009).AmazonacquiredaChinesefirmJojoin2004,

stillinfiercecompetitionwithlocalopponentDangdangandhasnotachieved

profitability.Witnessatremendousmarketpotential,Baidu,theChinese

leadingsearchenginewhobeatsGoogleandcontrols76.9%oftheChinese

onlinesearchmarket,hasmovedintotheonlineC2Cshoppingmarketin

October2008andglaresatthetemptingB2Cmarket(Baidu2009).Inthis

prosperousmarketofhighcompetitiveintensityandlowentrybarrier,onlythe

Introduction2

companieswhoareabletounderstandandsatisfylocalcustomerscan

capturetheopportunity.Renownedinternationalcompanieswithoutstanding

technologycaneasilycollapseifconsumersareapproachedinwrongways.

Tounderstandtheroaringpotentialofthismarket,especiallyintheperspective

offoreign-basedSMEs,majorevaluationsonChineseonlineB2Cshopping

marketaredividedintofourcategories:onlineshoppingmarketanalysis,

strategiesofonlineretailersandmanufacturerswithdirectonlinechannels,

potentialobstaclesintheindustryandadviceonthemarketentryforforeign

SMEs.

Majorfindingsshowthatthisrigorousmarketwillcontinueitsprogressive

growth.Foreign-basedfirmswithasetofcompetitiveadvantagessuchas

productuniqueness,premiumservicequalityorbrandingknowhowhave

greaterpotentialstowinoverrivals.Disadvantagesinthelackofmarket

knowledgecanbecompensatedbycollaborationwithwellestablishedlocal

partners.Complementaryservicesincludinglogisticsandonlinepayments

shouldbeplannedinacomprehensivewayandtailoredtocustomers’

purchasinghabits.Forexample,onlinepaymentthroughlocalonlinethird

partypaymenttoolsandcashondeliveryarepreferred.Culturaldifferencehas

significantinfluencesonmarketingtechniques,onlinecommunicationand

interaction,paymentanddeliveryterms.Forinstance,Chineseonline

shoppersusuallycontactsellersforproductinformationorpricenegotiation

beforetheirpurchasesthroughonlineinstantmessengers.Itsignifiesthat

adequatenumberofcustomerservicepersonnelshouldserveonlineduring

workinghoursandduringpeakbuyingtimetorespondtocustomers’requests.

Toconclude,localizationinallaspectsisthekeyelementforthesuccess.

ForeignSMEsshouldbepreparedforanintenseandrigorouscompetitionin

thisenvironment,butalsonottoforgetthecontinuousinnovationand

improvement.Inthisway,asmallscaledcompanyhaschancestowinoverbig

MNCsinthiskingdomofadventure.

OnlineShoppingMarketinChina3

2.

2.1.

OnlineShoppingMarketinChina

MacroeconomicEnvironmentinChina

China’GDPwentthroughanaverageincreaseby9.6%peryearfrom1979to2008(Menetal.,August2008).TheeconomiccrisishassloweddowntheChineseeconomicgrowth.Figure1belowshowsthedeclinedGDPgrowthratefromdoubledigitsin2003-2007to9%in2008.ThedemandofChineseexporthasshrunkduetotheglobaleconomicdownturnandhasbadlyhurtexport-orientedmanufacturers.Chinesegovernment’scurrentpriorityistodriveupdomesticdemands.Stimulusmeasureshavebeencarriedontore-establishtheeconomy(Chinesegovernment'sofficialwebportal,September11,2009).

Figure1:China’sGDPandYear-On-YearGDPGrowthRates

5.000,0?4.500,0?4.000,0?3.500,0?3.000,0?

13,0?

10,0?10,1?10,4?

11,6?

4.749,3?

14,0?

4.357,5?

12,0?10,0?8,0?6,0?4,0?2,0?0,0?

GDP?

(billion?USD)Year‐on‐year?growth?rate?(%)

3.385,6?9,0?

2.613,1?2.259,1?

2.500,0?1.926,2?2.000,0?1.636,4?

1.500,0?1.000,0?500,0?0,0?

2003

2004

2005

2006

2007

2008

8,0?

2009e

Source:Taiwanbureauofforeigntrade,August19,2009

TheChinesegovernmentofferedafiscalstimuluspackageofRMB4trillion[USD585.8billion]tostabilizetheeconomicgrowththrough2010(Xinhua,November14,2008).Theinvestmentisassumedtopushup1%growthrateofGDPin2009.ITindustryreceivesaround0.5%to1%ofthecashinjection,rangingfromRMB20billion[USD2.9billion]toRMB40billion[USD5.9billion].ThegovernmentalinvestmentisexpectedtoboostahighergrowthinITindustryrelativetoothercountries(IDC,January20,2009,p.1).Figure2inthenextpageshowsthegrowthrateofChina’sITmarketandGDPforecastin2009.

OnlineShoppingMarketinChina4

Figure2:China’sITMarketGrowthRateandGDPGrowthRateForecast,2009

%

12,0?10,0?8,0?6,0?4,0?2,0?0,0?

Global

GDP?growth?rateIT?market?growth?rate

1,8?2,6?

Asia?Pacific3,7?4,0?

US0,0?0,9?

Japan0,7?1,0?

India6,8?10,0?

China?8,0?9,1?

Source:IDC,January20,2009,p.1

TheChinesestimulusmeasureraisedtheGDPgrowthrateto7.1%byJune2009(TaiwanBureauofforeigntrade,August19,2009).TherescuepackageapprovedbytheStateCouncilincludesaplantorevitalizetop10industriesforafastereconomicrecovery.Electronicsandinformationindustryischosenasoneprioritizedindustryforgovernmentalassistance(Xinhua,April25,2009).Eventhoughthegrowthrateisreduced,Chineseeconomyisstillinarapiddevelopmentcomparedtoothercountries.WorldBankestimatestheChineseGDPgrowthratewillreach7.2and7.7in2009and2010respectively(Xinhua,June18,2009).

2.2.InternetAccessConditioninChina

2.2.1.NetizenScalesandInternetPenetrationRates

Chinahastheworld’slargestonlinepopulation.Thesizeofwebsurfersreached338millionbyJune30,2009(CNNIC,July2009,p.4).Figure3inthenextpageshowstheincreasingsizeofnetizensandtheInternetpenetrationratesinChinafrom2000to2009.

OnlineShoppingMarketinChina5

Figure3:SizeofNetizensandInternetPenetrationRatesinChina

(million)

400350300250200150100500

30,0%

338298210

13711110,5%9479,5

59,17,2%8,5%

22,533,74,6%6,2%1,8%2,6%

25.5%

25,0%20,0%15,0%10,0%5,0%0,0%

Population?of?netizen?(million)Internet?penetration?rate(%)

22,6%

16,0%

200020012002200320042005200620072008June?

2009

Source:CNNIC,January2003,pp.35-36,p.38;CNNIC,January2004,p.38,p.40;CNNIC,January2005,p.44;CNNIC,January2009a,p.12;CNNIC,July2009,p.11;NationalbureauofstatisticsofChina2002

Theacceleratedgrowthofnetizenscanbecontributedtotheelementsbelow:?Growingdisposableincome

Therapideconomicdevelopmentraisesthelevelofdispensableincome.Thishasledtoanincreasingshareofexpendituresoninformationandcommunicationproductsandservicesrelativetothespendingondailynecessities.ThischangeinspendingpatternshasenhancedtheadoptionofInternet.Moreover,theeconomiccrisisbringsalargeamountofunemployedworkforcefromindustrialcitiesbacktoruralvillagesoforigin.Asthosejoblessreturntoruralregions,theydisseminateknowledgeofInternetandInternetusagebehaviorviatheirsocialnetworkandpersonalcontacts(CNNIC,July2009,p.12).

?Increasingavailabilityofaffordableoffers

IncreasinglevelofcompetitionsbetweentelecomcarriersandactivitiesofmergingandacquisitionamongInternetserviceprovidersenhancethequalitylevelofbothsoftwareandhardware.ThecompetitionmakesInternetconnectionmoreaffordable.MobilephoneswillbecomeamoreconvenientdeviceforInternetconnectionas3Ggainsmoreprevalence.ThesefactorslowerthebarriertoInternetuseamongpopulations(CNNIC,July2009,pp.11-12).

OnlineShoppingMarketinChina6

?Governmentalsupportsandinvestments

ThegovernmentalpolicieshavecontributedtotherisingInternetpenetrationrate.TheChinesegovernmentpromotesInternetdevelopmentmainlythroughtheEleventhFive-YearPlanandthe2006-2020NationalInformatizationDevelopmentStrategy.ThesepoliciesincludeinvestmentininfrastructuresformoreprevalentInternetconnections(CNNIC,July2009,p.11).TheprojectofruralinformationalizationwaslaunchedtoestablishphonesandInternetaccessineveryvillageby2010.Withtheaimstourbanizecountrysideandbridgethegapbetweencitiesandvillages,improvingtelecommunicationsinfrastructuresandprovidingonlineaccesstoruralpopulationsareregardedaspriorities(CNNIC,January2009a,pp.11-12).

2.2.2.WorldInternetPenetrationRates

TheInternetpenetrationrateinChinareached25.5%,whichhasexceededtheworldaveragerateof24.7%.Figure4belowillustratestheInternetpenetrationrateinmajorcountries.

Figure4:WorldInternetPenetrationRates,2009World?average

India

China

Russia

Brazil

Japan

US

Korea

0,0%24.7%7.0%25.5%27,1%34,4%74,0%74,7%77,3%10,0%20,0%30,0%40,0%50,0%60,0%70,0%80,0%90,0%

Source:CNNIC,July2009,p.12,InternetWorldStats2009a,InternetWorldStats2009b.

2.2.3.MethodsofInternetAccess

?Broadband

BroadbandInternetaccesshasbeenusedby94.3%ofChinesenetizens,whichisequivalentto320million,byJune2009(CNNIC,July2009,p.12).ThoughbroadbandInternetaccessgainsawidepopularityinChina,downloadspeedremainslessthan4Mbit/s,lowerthantheaverageofOECDmajorcountries,whichis17.4Mbit/s,andfarbehindthatinJapanandinKorea,wherethedownloadspeedsreach90Mbit/sand80Mbit/srespectively

OnlineShoppingMarketinChina7

(CNNIC,July2009,p.13;WangJuly28,2009).Becausebroadbandwidthisshared,thedatatransferratefurtherslowsdownduringpeakhours.Thecountrystillhasagreatdealofcatchinguptoprovidehigh-speedInternetservice(CNNIC,July2009,p.13).Figure5belowshowsthecomparisonofdownloadspeedsinmajorOECDcountries.

Figure5:DownloadSpeedsinMajorOECDCountriesMexico

Turkey

Poland

Hungary

Ireland

Canada

Slovakia

Greece

Belgium

Switzerland

Spain

US

Luxemburg

Austria

Czech

UK

Italy

Sweden

Norway

New?Zealand

Iceland

Portugal

Denmark

Australia

Germany

Netherland

Finland

France

Korea

Japan1?3?4?5?6?6?6?7?7?8?9?9?10?10?10?10?12?12?12?13?13?14?14?15?16?18?19?50?79?91?Mbit/s

0?20?40?60?80?100?

Source:CNNIC,July2009,p.14

?MobileInternet

ThenumberofnetizenswhoareconnectedtotheInternetviamobilephonesreached155million(CNNIC,July2009,pp.14-15).TheusagerateofmobileInternetisrelatedtothereducedmonthlytariffsandtheincreasingapplicationsdevelopedformobileInternet.ThemostusedmobileInternetapplicationsareentertainment-oriented,suchasonlinemusic,televisionandblogs.Onlinemusichas6.6millionactiveusers.Meanwhile,theuseofmobilecommercehasnotbeenwidelypenetratedbutisalsofastgrowing.Inparticular,theapplicationofmobileWAPemailhas4.8millionofactiveusers(CNNIC,

OnlineShoppingMarketinChina8

January2009b,p.5).Thesecurityofpaymentsystemandthenumberofmobileapplicationsplayimportantrolesintheadoptionofmobilecommerce(IResearch,August5,2009).

UsersofmobileInternetandtraditionalInternetaccessoverlaptoahighdegree.94.5%ofmobileInternetusersusealsoPCforInternetaccess.Usersusebothchannelsforthesameonlineapplications.Thesetwochannelsarecomplementsforeachother(CNNIC,January2009b,p.6).

2.3.DemographicStructureofNetizens

2.3.1Gender

ByJune2009thegenderdistributionofmaleandfemalenetizensis53%versus47%(CNNIC,July2009,p.16).AsInternetpenetratesmorewidely,thegenderstructureofnetizenhasbecomemorebalanced(CNNIC,January2009a,p.18).ThismeansthemaleandfemaleratioamongnetizenswillbecomemoresimilartoChinesecitizens’genderratio,whichis51.5%and48.5%intheyear2007(NationalbureauofstatisticsofChina2008).Theproportionoffemalenetizensincreasedrapidlyfrom30.4%in2000to47%inJune2009.Figure6belowshowsnetizens’genderdistributionfrom2000to2009.

Figure6:Netizens’GenderDistribution100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%30,4%40,0%40,7%39,6%39,4%41,3%41,7%42,8%47,5%47,0%69,6%60,0%59,3%60,4%60,6%58,7%58,3%57,2%52,5%53,0%

20002001200220032004

Male2005Female200620072008Jun?09

Source:CNNIC,January2007,p.45;CNNIC,January2009a,p.18;CNNIC,July2009,p.16

2.3.2Age

Chinesenetizens’agestructureisconcentratedintheyoungagerange,

OnlineShoppingMarketinChina9

especiallyfrom10to29.Thenumberofnetizensagedfrom10to29accountsformorethan60%oftotalnetizens(CNNIC,July2009,p.16).AccordingtoIResearch(2009b,p.17),theconcentrationamongyoungpopulationisbecauseonlineentertainingapplicationssuchasonlineshoppingandsocializationtoolsaremoreappealingtoyounggenerations.Moreover,youngadultsarerelativelymoretechnologicallycompetentwhichfacilitatestheadoptionofInternet.Figure7belowsh