網(wǎng)絡購物行為分析中英文對照外文翻譯文獻ThenetworkshoppingbehavioranalysisAbstractThethesisanalyzesthecurrentsituationofonlineshoppinginChina.Itoffersafurtheranalysistoitsadvantages,anddisadvantages,givessolutionstotheproblems,givesadeepanalysisofthebenefitsitbringstobothproducerandconsumerandmakepeoplebemoreconfidentwiththepromisingprospectofonlineshoppinginchina.Itsystematicallyillustratestheexitingproblemsofonlineshoppinginchinafromadifferentviewattachedwithexactlyfiguresandvividexamples.Atthesametime,itgivesrelevantresolutionstotheexistingproblems.Itincludespersonalinformationsafety,onlinepayment,logistics,andaseriesofrelevantlawproblems.ThethesischoosestheauthenticEnglishmaterialswhichgavemeavaluableguideandinstruction;meanwhile,ithasalsobeenattachedwithspecificfiguressothatpeoplecanunderstandthemeasily.Keywords:Onlineshoppingmarketingresearchlogisticsserviceonlinepaymentdistribution1.IntroductionWiththerapiddevelopmentofInternet,onlineshoppinghasgraduallyenteredthelivesofordinarypeople.AndwiththerapiddevelopmentofInternetinChina,moreandmoreChinesebegintofavoronlineshoppingforitsconvenience,quickdeliveryandbenefit.AccordingtothelateststatisticsreleasedbyChinaInternetNetworkInformationCentre(CNNIC),thenumberofnetizeninChinahashit87million,and7.3percentsaidtheyhadtheexperienceofonlineshopping.Meanwhile,thestatisticsalsoshowedthat58percentofnetizeninChinawouldtrytheonlineshoppingnextyear.Onlineshopping,inanarrowsense,canbeunderstoodasgettingonlineinformationandinkingonlinedeals.Inabroadsense,however,onceonesectionofshoppingisfinishedonline,itcanberegardedasonlineshopping.Inthatway,traditionalorburgeoningonlineenterprisesmayseekacombination,minglingtwomodes'advantages.ThepercentageofonlineshoppinginChinaisgrowingyearonyear.Accordingtotheexperts'prediction,thetotalvolumeofChina'sonlineshoppingisexpectedtoreach28billionYuaninyearstocome.2.Advantagesoftheonlineshopping2.1Benefitstoconsumers2.1.1SavingtimeandconveniencOnlineshoppingisbecomingpopularity,notonlybecausethegreatconvenience,butalsoyoucanfindashopwithsomanygoodsthatyoumayfavor.Anditalsosavesyouragreatsomeoftime!Youcanjusttyping-inthekeywordofwhatyouwanttofind,thetargetwillappearonthescreenquickly.Theonlineshoppingindustryhasgrownalotintherecentyear,andmillionsofpeopleprefertobuyfromthelargevarietyfromtheonlinestoresthantowastetimeatthelonglinesfromsupermarkets.Furthermore,theonlineshoppingindustrykeepsgrowing,andmoreandmoreproductsaremadeavailableonline.YoucannowfindeverythingfromCDtofruitsandbooks,andyoucanpurchasetheitemsyouwantjustwithafewclicks.Afteryou'vedonesomeonlineshoppingyou'llseehoweasyitisandyou'llquicklygetusedtoit.Soonyouwillknowwhatthebestshoppingwebsitesareandyouwillbeabletobuythethingsyouneedveryeasyandfast,savingalotoftimeandtrouble.Onlineshoppingisthemostpractical,economicalandfunmethodofshopping,thatisperfectforeveryone."Onlinepaymentprovidesamoreconvenientwayforconsumerswhodon'tcarrycash."BeijingresidentDingXin(丁欣)inherlate20sboughtabottleofperfumeonlinelastmonth."Ioftenbrowsethewebsitesofonlineshopsbecausethegoodshavemoreattractiveprices,"shesaid.Withthefastdevelopmentofthesociety,therhythmoflifeisacceleratedprogressively,thetrafficjamchangescrowdgradually,peopleareunwillingtospendmuchtimetogoshopping,andnetworkmarketingisacceptedbyconsumersforit’sconvenientcharacteristicConsumerscanselectthegoodsathomewithoutgoingout,withthehelpofstrongdatabase,theshoppingcourseissimplifiedtoanactionof"click",consumerscanfinishdoingshoppingatanytime,withtheappointmentofaplacetodelivergoods.About41.8percentofallonlineshoppingpaymentsarehandledovertheInternet,thesurveyshows.And43.2percentofonlineshoppingpaymentsarehandledviamoneyremittancepersonneland34.7percentarecompletedinperson,thesurveyshows.2.1.2Onlineshoppingcanprovidemasscustomizationandpersonalizationwithmoderatecost.Pointcast,forexample,deliverscustomizednewsandfinancialdatatoeverysinglecustomerbasedonhisorherspecificneeds.Adisplaysspecificrecommendationsbasedonthecustomer’spreviouspurchases.Thesekindsofservicesareveryexpensiveintraditionalmarketing.Thewebprovidingonlineshoppingcanmovefromprovidinggeneralproductsorservicescustomizedtoacustomer’sneeds,tastes,andpreferences.2.1.3AOneimportantconsumerbenefitassociatedwithmarketingonthewebistheaccesstogreateramountsofdynamicinformationtosupportqueriesforconsumerdecision-making.Furthermore,theinteractivenatureofthewebandthehypertextenvironmentallowdeep,non-linersearchesinitiatedandcontrolledbycustomers.Hencemarketingcommunicationonthewebismoreconsumer-driventhanthoseprovidedbytraditionalmedia.Inaddition,recreationalusesofthemediummanifestedintheformofnon-directedsearchbehavioraresuchanimportantbenefittoconsumersthattheyareintrinsicallymotivatedtousethemedium.2.1.4Theabilityofthewebtoaccess,analyzeandcontrollargequantitiesofspecializeddatacanenablecomparisonshoppingandspreadtheprocessoffindinglinewhichmaystimulatepurchase.Thereisalsothepotentialofwideravailabilityofhard-to-findproductsandwiderselectionofitemsduetothewidthandefficiencyofthechannel.2.2Benefitstothefirms2.2.1LowercostsandIncreasedcompetitioninprocurementasmoresuppliersareabletocompeteinanelectronicallyopenmarketplacecausesagreatercompetition,whichnaturallylowerspricesandcosts.Thisincreaseincompetitionleadstobetterqualityandvarietyofgoodsthroughexpandedmarketsandtheabilitytoproducecustomizedgoods.Oneofthereasonstolowercostisthattheyhaven’ttraditionalwarehousesandretailshopsintheretailingbusinessofthegreatmajorityinthecommercialcityonline.Generallyspeaking,thenetworkdoesnothaveatraditionalretailchanneltosell.ForexamplelikeA,theonlineretailingbookshopwithnostockofbooks,placesanorderwithbooksellerandsendstoconsumersdirectlywhichaimstorealizereal"zerostock"tolowercost.2.2.2BetterdistributionFirmbenefitsarisepartlyfromtheuseofthewebasadistributionchannel.First,thewebpotentiallyofferscertainclassesofprovidersandopportunityofparticipatinginamarketinwhichdistributioncostsorcost-of-salesshrinktozero.Thisismostlikelyforproductcategories.Forexample,digitalproductscanbedeliveredimmediatelyandhencesuchbusinessesmayencountermassivedisintermediationoreventheeventuallyeliminationofmiddleman.Moreoverbuyersandsellerscanaccessandcontacteachotherdirectly,potentiallyeliminatingsomeofthemarketingcostandconstraintsimposedbysuchinteractionsintheterrestrialworld.Thismayalsohavetheeffectofshrinkingthechannelandmakingdistributionmuchmoreefficient(mainlyduetoreducedoverheadcoststhroughsuchoutcomesasuniformity,automationandlarge-scaleintegrationofmanagementprocesses).Timetocompletebusinesstransactionmaybereducedaswell,translatingintoadditionalefficienciesforthefirm.However,suchpotentialefficienciesmustbetemperedwithmarketrealities.2.2.3Websitesareavailableondemandtoconsumers24hoursaday.Theinteractivenatureofthemediumcanbeusedbymarketerstoholdtheattentionoftheconsumerbyengagingtheconsumerinanasynchronous“dialogue”thatoccursatbothparties’convenience.Thiscapabilityofthemediumoffersunprecedentedopportunitiestotailorcommunicationspreciselytoindividualcustomers,allowingindividualconsumerstorequestasmuchinformationasdesired.Further,itallowsthemarketertoobtainrelevantinformationfromcustomersforthepurposeofservingthemmoreeffectivelyinthefuture.ThesimplestimplementationsinvolveengagingcustomersthroughtheuseoftheE-mailbuttonslocatedstrategicallyonthesite.Moresophisticatedimplementationsmayinvolvefill-outformsandotherincentivesdesignedtoengagecustomersinongoingrelationshipswiththefirm.Theobjectiveofsuchcontinuousrelationshipbuildingisdual-pronged:togiveconsumersinformationaboutthefirmanditsoffersandtoreceiveinformationfromconsumersabouttheirneedswithrespecttosuchofferings.3.LimitationsofonlineshoppingDespitetheprospectsisoptimistic,ashortageintypesofonlinepayment,lagginglogisticsandlackofrelevantlawsarejustsomeoftheproblemswhichcontinuetohinderthedevelopmentofonlineshopping.3.1OnlinepaymentOnlinepaymentplaysakeyroleine-commerce,andasafe,convenient,andefficientonlinepaymentsystemisessential.However,safetyauthentication,oneofthemainfactorsofonlinepaymentsystem,isinadequateinChina.Onlineshoppingisinformationtechnology---basedbusiness,whichmakesthetradebetweenconsumersandfirmsonlinethroughtheinternet.Thetwosidesfromtimeandspacelimitation,thusnotonlygreatlyexpanditsnetworkofconsumersandfirmsonlineontheopportunitiesofcommoditiestrading,butalsogreatlyreducethecostofcommoditiestrading.HowevertherearestillanumberoffactorsinfluencethedevelopmentofonlineshoppinginChina.Security.Securityissuesisthebiggestproblemthathavehinderedthedevelopmentofonlineshopping.AlthoughtheexistingmethodsAlipayonlineshoppingplayedagoodrole,butitisonlyasubstituteintheperiodofelectronicpayments.Ithasobviousdefectsonsecurityofelectronicpaymentsandreal-timeoffinancialflows,whichcannotfullymeetthefinancialelectronicrequirements.Taxation.Withtherapiddevelopmentofonlineshoppingandonlineshoppingaspaperless,nosite-based,intangible,unbounded,virtualandelectronicpayments,etc.tomaketheworkdifficulttocarryouteffectively,therehasbeenaseriesofloopholesintaxadministrationledtothedrainingawayoftaxchargeablecausedenormouseconomiclossestothestate.Asforthetraditionallegalsystemandtaxcollectionmanagement,itisdifficulttoresolvetaxandrelatedissuesonlineshopping.HoweverthereisnoclearpolicyforonlineshoppingrecentlyinChina.Protectionoftheinterestsofconsumers.Inonlineshoppingactivities,thereisashortageoffacetofacecommunication,thetransactionhasalargeuncertainty.Thebuyergetsthegoodsinformationthroughthenetwork.SomeunscrupulousInternetcompaniesknowconsumerscannotseetherealgoodsandtheycan’tseeeachother,inordertoreaphugeprofits,manufacturingcounterfeitproducts.Therefore,thepublicgenerallyfeelonlineshoppingisnotintuitive,secure,theydon’tbelievethenetwork's"rhetoric".Theresultiscausedtothedevelopmentofonlineshoppinghasalargeobstacle.Onlineshoppingisalsoavacuumofafter-salesecurity,someproblemoftenarisethatcustomersdon’tknowwhotolookfor.Thus,inrecentyearsonlinetradingcomplaintsaresignificantincrease.Inaddition,thedeliverytimeisnotaccurate.Thedevelopmentofshoppingdependsonastronglogisticssystem.Butinourcountry,sofarstilllackasystematicnationalfreightdistributionbusiness.Inadequatelogisticsinfrastructure,third-partylogisticsservicesdevelopedslowly,thatallhamperedthedevelopmentofonlineshopping.Althoughmanybankshavealreadysetuptheirownfinancialauthenticationcenter,therelacksanotifiedandauthoritativenationwideauthenticationcenter,leadingtomanycasesofcrossauthentication,repeatedauthenticationandawasteofresources. 3.2LogisticsserviceSecondisthelimitationinthelogisticssystem.Presentfromtheperspectiveofthedevelopmentofthelogistics,thelogisticsofelectroniccommercehavefollowingproblems:theweaklinkatlogisticsinfrastructure,ithasn’thighlyspecialization,thethirdpartylogisticsineffectivework,limitedservices,thatallimpactthelogistics,logisticshaveaflavorofplannedeconomycolor,fromtheperspectiveoflogisticsactivities,ourmainproblemsisthedevelopmentofimmaturedistributioncenter,asmallrangeoflogisticsactivities,logisticsallianceisnothigh,thelowleveloflogisticstechnology,informationsystemapplicationsstillclosed.AmongthecorporationsprovidinglogisticservicesforonlineshoppinginChina,some1,000aretraditionalonesandtheirservicequalityisnotgoodenough;therefore,theneedtoprovideaspeedytransactionanddeliveryregardlessofspaceanddistancecanhardlybefulfilled.3.3Legalproblemsandpublic-socialpoliciesThelawsandregulationsareimperfect.Onlineshopping,asanewcommercialactivity,bringsunavoidableaseriesoflegalproblems,suchastheelectroniccontract,thelegaleffectquestionofsigninginfigure,aneconomicdisputequestionoftheonlinetrade,computercrimequestion,etc.Thereareanumberofquestionsconcerningmarketingthroughtheweb:validityofanelectronicsignature,legalityofanelectroniccontract,risk,trademarks,lossofrighttotradesecretsandliability.Therearealsogovernment’srules,regulations,economicpoliciesandcensorship.Besides,duetothelackoflegalprotectioninthisfield,arbitrationandliabilitycognizancearedifficultwhendisputesarise.Inaddition,theefficiencyofonlinepaymentinChinaisstilllow:paymentvalidationfromthebanktakesalongtime(about10days),thechargeistoohigh(5percentservicefeeofcreditcardstransaction),andtherearetoomanyrestrictions.Allthesehinderthedevelopmentofe-commerceinChina.4.Solutionstotheproblems4.1EstablishingagoodpaymentmechanismConsistentwithPhonemeInstitute'sotherPrivacyTruststudies,thebiggestfearconsumershaveisidentitytheft(82%),followedbyunauthorizedaccesstotheirbankaccountsandtelemarketingabuse.Eightypercentofrespondentssaidthattheprivacyoftheirpersonalinformationisveryimportantorimportanttothem.Basedonthesefindings,banksshouldconcentratestrengthonsolvingthesecurityencryptionoftheonlineshoppingsystem,authentication,keytechnologyproblemonpayment,etc.,technically,banksshouldnotonlypreventmischiefanddestructiontothenetworkofcomputerbyvirusandhacker,butalsoguaranteenationalbenefitandcommercialrightsandinterestsandsecretofenterprises.AtthesametimethebankshouldmakebreakthroughintradeaccountsettlementandcashallocationbetweendifferentbanksordifferentregionsinordertomeetthedevelopmentdemandofnetworkmarketingAtthesametime,banksshouldaddresstheonlinesecurityoftheirWebsitesandprovideinformationaboutthemeasurescustomerscantaketoprotecttheirfinancialassets.Banksshouldclearlycommunicatetheircommitmenttoprotectingtheprivacyoftheircustomersandprovideinformationonhowconsumerscancontactthebankwithquestionsorconcerns.Respondentswerealsoaskedtosuggestactionstheirbankcouldtaketoincreaseconfidenceinitsabilitytoprotectpersonalinformation.Themostimportantissuewithonlineconsumersissettinglimitsonthesharingofpersonalinformationwiththirdparties.Thisfindingisalsoconsistentwiththeresultsofour2005OnlineConsumerPermissionsStudy.Accordingtothatstudy,consumerswantcontrolovertheironlineexperience.Therewardsfromlisteningtoandrespectingtheconcernsofonlineconsumerscanleadtogreatertrust.And,intheworldofonlinebanking,trustispositivelyrelatedtoconsumeracceptanceandgreateruseofonlinebankingservices.4.2ImprovingthelagginglogisticsLogisticsisdefinedasabusinessplanningframeworkforthemanagementofmaterial,service,information,andcapitalflows.Itincludestheincreasinglycomplexinformation,communicationandcontrolsystemsrequiredintoday’sbusinessenvironment.Theallocate-and-deliversystemoflogisticsshouldbeperfected.Thenetworkmarketinghasofferedinternalmotiveforceandexternaldemandtothevarietyanddispersivenessoftheallocate-and-deliverdemandandthereformofresourcesinlogisticenterprises.Itisurgenttoestablishanationwideallocate-and-deliversystem,whichcoversboththeurbanandruralareastobeaccordedtothedemandofallocate-and-deliversystemofnetworkmarketing.Logisticenterpriseshouldnotonlydelivergoods,butalsobecometheservicesuppliertocustomerfinallytohelpenterprisestofinishtheafter-salesservice,tooffermoreappreciatedservicecontents,forexample,tofollowtheproductsorder,tooffersellingstatisticsandreportform,etc.,tofurtherincreasethekernelservicevalueofenterprises.Inaddition,theycandevelopthethird-party-logistics,unifymanufacturerservicethustooptimizethelogisticsdelivernetwork,andthenthecostofallocate-and-deliverservicewillbereduced.4.3MakingrelevantlawsTheresearchandformulationofstrengtheningthelawsandregulationstoofferthefavorableexternalenvironmentfordevelopmentofmarketingofthenetwork,inordertoprotectthedevelopmentofnetworkmarketing,developingrelevantnetworkmanagementbycenteringthemarketingofthenetworks,theinformationsafety,settleaccountinfinance,suchproblemsasintellectualpropertyprotection,etc.,atthesametimetheyshouldacceleratethemodificationpacesofthecurrentlawsandregulations,makeandissuethenewtraderegulationatthesametimeTheyneednotonlymaketherelevantlaws,butalsostrengthenthegovernment’smanagementthemanagementofgovernmentexceptmakingtherelevantlaws.Facingtheopportunitiesandchallengesinglobaldevelopmentofonlineshopping,theChinesegovernmenthasplacedonlineshoppinghighontheagendainitsbasiceconomicconstruction.ThekeytaskatpresentistoestablishaunifiedapplicationandserviceplatformwithChinesecharacteristics.Uponitscompletion,currentlycomplicatedonlineshoppingcanbeturnedintoasimpleplatformoperation,andanadvancedservicemechanismandinfrastructurecanbesetup,whichwillfacilitatetheestablishmentofaneweconomicmodelfore-commerceintraditionalenterprises.ThegovernmentshouldtakeanactiveroleinencouragingandsupportingtheInternationalizationoftraditionalcorporations.Besides,italsoemphasizedthebusinessnatureofonlineshopping,andwarnedthatonlineshoppingactivitiescannotbedonebysimplybuildingnetworks.5.ConclusionThemainadvantageofonlineshoppingisthatitallowspeopletobrowsethroughmanyitemsandcategorieswithoutleavingtheirhouse,tocomparethepricesofasmanyshopsastheywant,andalsotoorderasmanyitemsastheycanaffordwithouthavingtoworryabouthowtheywilltransportthem,becausetheonlineshoppingwebsitesalsodeliverthethingstothebuyer'shome.Furthermore,theInternetisopen24hoursaday,365daysayear,soyoudon'thavetohurryorworryaboutfindingaparkingspot.AnewsurveyshowsInternetshoppingisincreasingthankstoimprovementsofonlinepaymentsystemsanddeliveryservices.TheChinaInternetNetworkInformationCentresurveyreveals17.9percentofconsumersshoponlineoften.Amongthosewhohaveneverpurchasedonline,63.7percentsaidtheywouldconverttoonlineshoppinginthefuture,whichmeanstheexistenceofgreaterpotentialmarket.Onlineshoppinghasverybrightprospectinchina.Bytheendof2004,thenetizenofChineseInternetusersis94million.Itisestimatedby2007,ChineseInternetuserwillreach140million.Theonefasterthanthisspeedisthedevelopmentofuser'snumberofChina'sonlineshopping.Itisthat5,630,000willuseusersin2004.Itisestimatedby2007,thisfigurewillbeupto16million,onlineshoppinguserswillbe3timesthoseof2004in2007,28timesthoseof2001.Inaddition,themarketscaleofonlineshoppingincreaseby160%in2004,theturnoverrisesto4,500millionRMBbyawidemargin.In2007thisfigureishopefultobeupto29,600millionRMB,6timesthoseof2004.Inthefaceofmoreandmoreusers,inthefaceofsuchabigmarket,Ithinknobodydarestoneglectthismarket;nobodybetsandspeaksNOtothismarket.ReferencesHuChunlan(Hu,Chunlan).NeweconomicEnglish[M].Tsinghuauniversitypress,2004ZhangQingying(ZhangQingying).LogisticsengineeringEnglish[M].Chemicalindustrypress,20033.ZhuangPeiJun(ZhuangPeijun).LogisticsprofessionalEnglish[M].Electronicindustrypress,20034.Thefourthone(DingMingyi.)enterpriseelectroniccommercefoundation[M].Electronicindustrypress,20025.NiJin(NiJin).ThewtoEnglish[M].Southeastuniversitypress,2001網(wǎng)絡購物行為分析摘要此文從對我國目前網(wǎng)上購物的現(xiàn)實狀況入手，深入的分析了網(wǎng)上購物的優(yōu)，缺點，以及解決的方法等一系列的問題，深入的分析了網(wǎng)上購物給商家和消費者雙方帶來的利益，使人們對網(wǎng)上購物在中國的發(fā)展充滿信心。從嶄新的視角，具體的數(shù)字和生動的案例，系統(tǒng)的分析了網(wǎng)上購物目前在中國存在的問題，同時，針對具體的問題也給出了相應的解決方案，它包含個人信息安全，網(wǎng)上支付，物流配送，以及一系列相關(guān)的法律問題等。此論文選擇了地道的英語資料，它給了我很高價值的向?qū)Ш椭笇?，同時，它也含有具體數(shù)字，以便廣大的人們很輕松的理解。關(guān)鍵詞：網(wǎng)上購物；市場調(diào)研；物流服務；網(wǎng)上支付；分銷1介紹互聯(lián)網(wǎng)的快速發(fā)展,網(wǎng)上購物逐漸進入普通民眾的生活。和互聯(lián)網(wǎng)的快速發(fā)展,在中國,越來越多的中國人開始喜歡網(wǎng)上購物以其方便,快捷的交貨及效益。根據(jù)最新發(fā)布的統(tǒng)計數(shù)據(jù)由中國互聯(lián)網(wǎng)絡信息中心(CNNIC),在中國的網(wǎng)民數(shù)量已經(jīng)達到8700萬人,7.3%的人說他們曾網(wǎng)上購物的經(jīng)驗。與此同時,統(tǒng)計數(shù)據(jù)還顯示,58%的網(wǎng)民在中國將嘗試在線購物明年。網(wǎng)上購物,在狹義上,可以被理解為上網(wǎng)在線交易信息和署名。廣義上說,然而,一旦一段購物完成后在線,它可以被視為網(wǎng)上購物。這樣,傳統(tǒng)或新興的在線企業(yè)可能會尋求一個組合,混合兩種模式的優(yōu)勢。網(wǎng)上購物的比例在中國是同比增長。根據(jù)專家的預測,總成交量的中國在線購物在未來的歲月中有望達到280億元人民幣。2.網(wǎng)上購物的優(yōu)勢2.1顧客的收益2.1.1網(wǎng)上購物正在變得流行,不僅因為偉大的便利,但你也可以找到一個你很喜歡的有這么多貨物的商店。而且它也節(jié)約了你大量的時間!你可以只輸入關(guān)鍵字你想找,目標將會很快出現(xiàn)在屏幕上。在線購物行業(yè)有了很大的發(fā)展近年來,數(shù)以百萬計的人們更愿意從有著大量不同商品的網(wǎng)上商店買東西而不是把時間浪費在排著長長隊伍的超市中。此外,在線購物行業(yè)持續(xù)增長,越來越多的產(chǎn)品都可以在線獲取。你現(xiàn)在可以找到一切從CD到水果和書籍,你點擊了幾下就可以購買你想要的物品。當你在網(wǎng)上購物之后你就會知道它是多么的簡單而且你將會很快的習慣。很快你將知道最好的購物網(wǎng)站,你可以買你需要的東西非常簡單和快速,節(jié)省大量的時間和麻煩。網(wǎng)上購物是最實用的,經(jīng)濟的和有趣的方法,非常適合購物的每個人。“網(wǎng)上支付提供了一個更加方便的方式為消費者不要攜帶現(xiàn)金?！北本┚用穸?丁欣)20多歲，上個月后期在線買了一瓶香水。“我經(jīng)常瀏覽網(wǎng)站的在線商店,因為貨物有更具吸引力的價格,”她說。與社會的快速發(fā)展,生活節(jié)奏的加快,交通擁堵日益變化的人群逐漸,人們不愿意花太多的時間去購物,和網(wǎng)絡營銷是被消費者所接受,這是方便消費者選擇商品的特點可以在家里沒有出去,借助強大的數(shù)據(jù)庫,購物過程簡化為一個行動的“點擊”,消費者可以在任何時間完成購物,任命一個地方發(fā)貨。大約41.8%的所有網(wǎng)上購物付款是通過互聯(lián)網(wǎng)來處理,s2.1.2網(wǎng)上購物可以提供大規(guī)模定制和個性化,價格適中。點鑄,例如,提供定制的新聞和金融數(shù)據(jù),每一個客戶根據(jù)他或她的具體需求。A顯示具體建議基于顧客以前的購買。這些類型的服務是非常昂貴的在傳統(tǒng)營銷。網(wǎng)絡提供網(wǎng)上購物可以移動提供通用產(chǎn)品或服務定制的客戶的需求,品味,和偏好。2.1.3一個重要的消費者利益與市場營銷相關(guān)的網(wǎng)絡是獲得更大量的動態(tài)信息的地方,以支持查詢消費決策。此外,交互性web和超文本環(huán)境允許深,非班輪搜索發(fā)起和控制客戶。因此營銷溝通是網(wǎng)絡上更多的消費比傳統(tǒng)媒體提供的。此外,休閑使用的媒介表現(xiàn)形式的非定向搜索行為是這樣一個重要的好處,他們內(nèi)在的動機是消費者使用介質(zhì)。2.1.4網(wǎng)絡的能力來獲取、分析和控制大量的專門的數(shù)據(jù)可以使比較購物和擴散尋找的過程,這可能刺激購買線。也有潛在的廣泛的可用性的努力,找到產(chǎn)品和更廣泛的可供選擇的產(chǎn)品由于通道的寬度和效率。2.2公司的福利2.2.低成本和價格競爭日趨激烈,采購作為更多的供應商能夠在開放的市場競爭一個電子所引起更大的競爭,這自然會降低價格和成本。這增加的競爭會導致更好的質(zhì)量和種類繁多的商品通過擴大市場和生產(chǎn)定制產(chǎn)品的能力。原因之一是,他們低成本沒有傳統(tǒng)的倉庫和零售商店的零售業(yè)務的絕大多數(shù)商業(yè)城市在線。一般來說,網(wǎng)絡沒有傳統(tǒng)的零售渠道銷售。例如像A,在線零售書店沒有的股票書,地方與書商和發(fā)送訂單給消費者直接旨在實現(xiàn)真正的“零庫存”來降低成本。2.2.2公司福利出現(xiàn)部分從使用web作為一個分銷渠道。首先,網(wǎng)絡可能提供某些類型的提供者和機會參與在這一市場的分銷成本或銷售成本縮減到零。這是最有可能的產(chǎn)品類別。例如,數(shù)碼產(chǎn)品可以立即交付,因此這樣的企業(yè)可能會遇到巨大的脫媒甚至最終消除中間人。而且買家和賣家可以訪問和直接聯(lián)系對方,可能消除一些營銷成本和限制,這種相互作用在地球世界。這也可能萎縮的影響,使分銷渠道更有效(主要是由于減少了開銷成本通過這樣的結(jié)局作為均勻性、自動化和大規(guī)模集成的管理流程)。時間來完成商業(yè)交易可能會減少,轉(zhuǎn)化為額外的效率為公司。然而,這種潛在的效率必須要符合市場的現(xiàn)實。2.2.3網(wǎng)站可以在消費者需求一天24小時?；用浇榈男再|(zhì)可以通過營銷人員舉行的注意力消費者通過吸引消費者在異步“對話”,發(fā)生在雙方的便利。這種能力的媒介提供了前所未有的機遇,裁縫通信正是為了個人客戶,允許個人消費者請求根據(jù)需要盡可能多的信息。此外,它允許營銷者獲得相關(guān)信息從客戶的目的是更有效地為他們提供服務在未來。最簡單的實現(xiàn)涉及參與客戶通過使用電子郵件按鈕位于戰(zhàn)略上這個網(wǎng)站。更復雜的實現(xiàn)可能需要填寫表單和其他激勵措施旨在吸引顧客與公司的長期關(guān)系。這樣的連續(xù)關(guān)系的客觀建筑是雙-叉:給消費者關(guān)于公司的信息和其提供和接收信息從消費者對他們的需求就這樣的產(chǎn)品。3.網(wǎng)購的局限性盡管前景很樂觀,缺乏在類型的在線支付,落后的物流和缺乏相關(guān)法律的問題,將繼續(xù)阻礙網(wǎng)上購物的發(fā)展。3.1網(wǎng)上支付網(wǎng)上支付在電子商務中發(fā)揮著關(guān)鍵作用,一個安全、方便、高效的在線支付系統(tǒng)是至關(guān)重要的。然而,安全認證,一個主要因素的在線支付系統(tǒng),在中國是不充分的。網(wǎng)上購物是信息技術(shù)——基于業(yè)務,使消費者和企業(yè)之間的貿(mào)易通過互聯(lián)網(wǎng)在線。雙方從時間和空間的限制,因此不僅大大擴展其網(wǎng)絡消費者和公司的在線商品交易的機會,但也大大降低了商品交易的成本。但是仍然有許多因素影響網(wǎng)上購物的發(fā)展在中國。1．安全。安全問題是最大的問題,這阻礙了網(wǎng)上購物的發(fā)展。盡管現(xiàn)有的方法支付寶在線購物起到了良好的作用,但它只是一個替代時期的電子支付。它有明顯的缺陷在安全的電子支付和實時的金融流動,不能完全滿足金融電子需求。2．稅收。稅收的快速發(fā)展,網(wǎng)上購物、網(wǎng)上購物無紙化,沒有實地的、無形的、無限的、虛擬的和電子支付等,使工作難以開展有效的,已經(jīng)有一系列的稅收管理漏洞導致的稅收流失造成巨大的經(jīng)濟損失,可充電的狀態(tài)。至于傳統(tǒng)的法律制度和稅收管理,很難解決稅務及相關(guān)問題的在線購物。但是沒有明確的政策最近在中國的網(wǎng)上購物。3，保護了消費者的利益。在網(wǎng)上購物活動,缺少面對面的溝通,事務有一個很大的不確定性。買方獲得商品信息通過網(wǎng)絡。一些不道德的互聯(lián)網(wǎng)公司知道消費者不能看到真正的商品,他們不能看到對方,為了獲取巨大的利潤,制造假冒產(chǎn)品。因此,公眾普遍覺得網(wǎng)上購物是不直觀,安全,他們不相