Problems needing attention: timeliness, accuracy, appropriateness and economy.
Different online business information has different use value (utility) for different users. Judging from the overall price level of online business information itself, it can be roughly divided into four grades:
Level 1: Free business information
This information is mainly social welfare information. Information of universal service significance to society and people only accounts for about 5% of the data in the database. This kind of information is mainly user-friendly information introduced by some information service providers in order to expand their influence and get returns from social benefits, such as free online software and real-time stock market information.
Level 2: Low Charge Information
This information belongs to general information. Because this kind of information is easy to collect, process, sort out and update, and it costs less, so it is more popular information. This kind of information accounts for about 10-20% of the data in the database, and only charges basic service fees without pursuing profits, such as full-text retrieval information of general articles. On the one hand, information service providers promote this kind of information to reflect the universal service significance of society, and on the other hand, to improve their competitiveness and market share.
Level 3: Information charged with standard information fee.
Belonging to knowledge and economic information, the charging standard is cost plus profit. The collection, processing, sorting and updating of this kind of information is complicated and needs certain funds. At the same time, the use value of information is high and the services provided are deep. This kind of information accounts for about 60% of the data in the database, which is the main service scope of information service providers. Most business information on the Internet falls into this category.
The fourth level: high quality and good price information.
This kind of information is special information with high use value, such as important market trend analysis, online best-selling commodity survey, new product and technology information, patented technology and other unique and special information. It is the most expensive information in the information base, which can provide users with deeper services. Once a piece of high-value information is adopted by users, it will bring higher profits to enterprises and greater benefits to users.
4.
1, online market customer resources:
(1) China online market size
Number, scale and penetration rate of netizens in China
By the end of February 20 1 165438, the number of broadband Internet users with home computers in China was 392 million, accounting for 98.9% of users with home computers, which was basically the same as that of the previous year.
(2) Basic information of netizens in China.
sex distribution
age distribution
level of education
Personal monthly income of netizens
Netizen occupation
If refined, it can be classified as follows.
(1) Demand characteristics of Internet consumers
1) personal consumption regression
2) Differences in consumer demand
Different online consumers have different needs because of their different time and environment. Internet consumers come from all over the world, and the differences in countries, nationalities, beliefs and living habits lead to obvious differences in demand. This difference is far greater than the difference of entity business activities. Therefore, in order to succeed, manufacturers engaged in online marketing must seriously consider this difference in the whole production process, from product conception, design and manufacture to product packaging, transportation and sales, and adopt targeted methods and measures according to the characteristics of different consumers.
3) Increased consumption initiative
4) The demand for convenience and the pursuit of shopping pleasure coexist.
5) Price is still an important factor affecting consumers' psychology.
6) Online consumption is still graded.
Internet consumption itself is an advanced form of consumption, but as far as its consumption content is concerned, it can still be divided into different levels from low to high. In the primary stage of online consumption, consumers focus on the consumption of spiritual products. In the mature stage of online consumption, after fully mastering the rules and operations of online consumption and having certain trust in online shopping, consumers will shift from paying attention to buying spiritual consumer goods to buying daily consumer goods.
7) The needs of online consumers are cross-cutting.
8) Advance and inducement of online consumption demand.
According to the statistics of China Internet Center CNNIC, the consumers who shop online are mainly middle-aged and young people with high economic income. These consumers prefer advanced and novel products, and they are more aware of the new consumption trends and are more easily attracted by new commodity organizations.
9) Women dominate online consumption.
Whether in life or in virtual society, it is women's nature to like consumption and shopping. When the proportion and number of female netizens reach a certain number, women will occupy a major position in online consumption. According to the statistics of CNNIC 2011+012, the proportion of female netizens in China has accounted for 44. 1% of the total number of netizens.
(2) the purchase motivation of online consumers
1) Internet consumer demand motivation
(1) Maslow divides people's needs into five levels.
Physiological needs, safety needs, social needs, respect needs and self-realization needs.
② New demands of consumers in modern virtual society
Interest, party, communication
2) Psychological motivation of online consumers
① Emotional motivation: Emotional motivation refers to the purchase motivation caused by people's emotions such as joy, anger, sadness and joy.
(2) Rational motivation: the motivation of consumers after careful consideration of goods and prices, which is objective, thorough and controllable.
(3) patronage motivation: customers have a special trust and affection for a particular store, brand or commodity, which is a behavioral motivation of habitual or frequent purchase and has a regular habit.
(3) the purchase process of online consumers
1) induced demand
There are many factors that induce demand: there are physiological stimuli from inside the human body, such as hunger and thirst; There are psychological stimuli from the external environment.
2) Collect information
Consumers' information collection mainly comes from personal channels, commercial channels and public channels. Due to the different consumption levels, most online consumers have a keen sense of buying and always lead the consumption trend.
Online shopping can't be seen with your own eyes, you can't touch it with your own hands, and you can't try the product. So online shopping is risky. The technology of products sold online is relatively mature and limited by national standards and technical indicators. This kind of products are easily recognized and purchased by consumers. But for those who are not sure, many consumers will go to traditional channels to collect product information and then buy it online, because the online price is usually lower than traditional channels.
3) Information screening
Look at the distribution channels: Generally, the manufacturers who publish advertisements on well-known websites have strong economic strength and high credibility, whereas the credibility is low.
Look at the frequency of homepage replacement: the homepage content of successful online marketing enterprises must be changed frequently, and new information and products will be introduced irregularly.
Look at the slogan: advertising is very important to consumers' first impression, and well-made advertising is good publicity for the company.
Trial purchase: after the initial decision, consumers will choose some products with lower value for trial purchase. At this time, the shopkeeper should not be disappointed. After providing them with follow-up services, they will get larger orders and continue to consume.
4) Purchase decision
First of all, the proportion of rational motivation of online shoppers is relatively large, while the proportion of perceptual motivation is relatively small, because the process of consumers looking for goods online is itself a thinking process. He has enough time to study the performance, quality, price and appearance of goods carefully and make his own choice calmly.
Secondly, online shopping is less affected by the outside world. Buyers often sit alone in front of the computer to browse and choose online, with little contact with the outside world, and the scope of decision-making has certain limitations. Most purchase decisions are made by myself or after consultation with family members. Therefore, the decision-making behavior of online shopping is much faster than the traditional purchase decision.
5) Post-purchase evaluation
If the price, quality and service of goods meet consumers' expectations, consumers will feel psychologically satisfied, otherwise they will feel bored. Post-purchase evaluation provides a very good channel for consumers to vent their inner dissatisfaction.
In order to improve the competitiveness of enterprises and occupy the market to the maximum extent, enterprises must listen to the opinions and suggestions feedback from customers.
(4) Factors that affect online consumers' purchase.
Consumers' buying behavior is mainly influenced by external factors and personal factors. External factors include cultural influence, social influence and family influence; Personal determinants include life cycle stage, occupation, economic income, lifestyle, personality, self-concept and psychological factors. These factors will have an impact on consumers' buying behavior.
1) network culture
Culture can be defined as a set of ideas about values, beliefs, preferences and tastes shared by a group of people, which has the widest and deepest influence on consumers' buying behavior. Different countries and nations have different cultures, and consumers with different cultural backgrounds will form different values, beliefs, aesthetic concepts and lifestyles, which will lead to different consumption behaviors.
There were four cultural revolutions in the history of China. The first time, Qin Shihuang burned books to bury Confucianism, the second time, Emperor Wudi deposed hundreds of schools, and the third time, the May 4th Movement. He advocated scientific democracy in the early stage. In the later period, Marxism overwhelmed enlightenment, and culture was once again used by politics. China has a tradition of stressing politics, and culture has always been the servant of politics. The fate of Confucianism in China is the best example. The fourth scene, the Cultural Revolution when Chairman Mao made the gods cry, is strikingly similar to the first scene. Including this year's Spring Festival Gala, it makes people angry to watch. The political atmosphere is too strong to feel an atmosphere of culture, entertainment and relaxation.
Network cultures in the Internet, such as newsgroups, virtual communities, chat rooms, etc., are formed out of the same interests or hobbies (online games, music, etc.). ). The development of the Internet has roughly gone through the following process:
(1) development stage.
② commercialization stage.
③ popularization stage
Hope to adopt!