中国零售业消费者网购市场形态比较与分析

发布时间：2018-05-13 18:48

本文选题：媒介形态变化 + 网购市场形态　；参考：《华中科技大学》2015年硕士论文

【摘要】：中国网购发展兴起之初,零售业发展相对于欧美国家明显滞后,消费者和网民结构呈现低龄和“草根化”的特征,这两大因素直接影响了我国消费者网购市场发展的形态。网购的主要导向和趋势是为消费者提供更多更好的商品。“消费者文化的民主化进程”一个必要阶段就是品类杀手,在美国线下市场行业性的品类杀手曾经非常引人注目。中国在电商发展初期传统零售业没有完成市场的品类扩张,因此在中国线上的品类杀手当中,无论是何种电商形式,其宗旨都是打破和提升传统零售业在空间上的局限以及渠道过程中的效率,从而导致中国首先发展起来的网购形态是以价格和品类为主导的单纯互联网电商。由全民网商发起的淘宝双十一网络购物节成为了“世界最大的网络交易日”,它标志着在中国市场上的单纯互联网电商达到了发展高峰。随着经济的发展和零售业的不断完善,消费者需求和网民结构也在不断调整,中国的网络零售业在经历了品类和体量扩充之后,不仅要处理和传统零售商之间的博弈,还要进一步满足消费者更多的差异化需求,初级城市化阶段背景下低价仍是电商形态的关键导向。因此单纯的互联网电商发展延生出了以差异化和垂直化为要素的竞争,为消费者提供更专业服务。包括以唯品会为代表的垂直电商,此外它们也开始尝试和线下供应商合作开辟共赢的创新模式。参照西方国家的电子商务发展历程,互联网零售业电商的另一个主要形态是线上线下融合的020电商。美国的零售业市场在线下进行了品类和形态的充分发展,在互联网零售发展阶段形成了有效的互补和融合,但整个电商市场格局中传统零售业依然处于强势地位,并且在电商O2O融合方面有成功的经验。最显著的特征是线上线下的零售商并不是以价格竞争为主要的营销手段,更多的企业实现了线上线下同价互补的良性促进。在互联网经济的冲击下中国传统零售上也已经开始涉足互联网,虽然不少企业还处于探索阶段,但以苏宁云商为代表的O2O转型进一步显现出了融合型O2O电商的特征和趋势。本文对中国互联网电子商务当中的消费者网购的营销形态进行一个个案考察,我们将互联网电子商务的消费者网购放在媒介形态的数字化演变的分析框架之中,总结和归纳企业运用互联网作为直接进行商品交易的渠道在中国市场上呈现出的形态和特征,就经济和市场的影响因素对新媒体和新技术的影响进行分析和对比。
[Abstract]:At the beginning of the development of online shopping in China, the development of retailing industry lagged behind that of Europe and America, and the structure of consumers and Internet users showed the characteristics of low age and "grass root". These two factors directly influenced the development of consumer online shopping market in China. The main orientation and trend of online shopping is to provide more and better products for consumers. A necessary stage in the process of democratization of consumer culture is category killer. In the early days of e-commerce development in China, the traditional retail business did not complete the category expansion of the market. Therefore, among the category killers on the Chinese line, no matter what kind of e-commerce form it is, Its aim is to break and improve the limitation of the traditional retail industry in space and the efficiency in the channel process, thus leading to the development of the first form of online shopping in China is the price and category as the leading simple Internet e-commerce. The Taobao online shopping festival, sponsored by all online merchants, has become the world's largest online trading day, marking the peak of pure Internet e-commerce in the Chinese market. With the development of economy and the improvement of retailing industry, the consumer demand and the structure of Internet users are also constantly adjusted. After the category and volume expansion, the online retailing industry in China not only has to deal with the game between the traditional retailers, but also the traditional retailers. In order to further meet the needs of consumers, low price is still the key direction of ecommerce in the background of primary urbanization. Therefore, the pure development of Internet e-commerce leads to the competition of differentiation and perpendicularity, and provides more professional services for consumers. Including vertical ecommerce represented by VIPSHOP, they are also trying to work with offline suppliers to develop win-win innovation models. Referring to the development of electronic commerce in western countries, another main form of Internet retail e-commerce is the integration of online and offline 020 ecommerce. The off-line retail market in the United States has made a full development of categories and forms, and has formed an effective complement and integration in the development stage of Internet retailing, but the traditional retail industry is still in a strong position in the whole e-commerce market pattern. And has the successful experience in the e-commerce O 2 O 2 O integration. The most significant feature is that online and offline retailers are not based on price competition as the main marketing means, more enterprises have realized the line and the line complementary benign promotion of the same price. Under the impact of the Internet economy, Chinese traditional retailing has also begun to step into the Internet. Although many enterprises are still in the exploration stage, the transformation of O2O, represented by Su Ning cloud quotient, further shows the characteristics and trends of integrated O2O e-commerce. This paper makes a case study on the marketing form of consumer online shopping in China's Internet e-commerce. We put the Internet e-commerce consumer online shopping in the framework of the digital evolution of the media form. This paper summarizes and summarizes the forms and characteristics of enterprises using the Internet as a direct channel for commodity trading in China, and analyzes and compares the influence of economic and market factors on new media and new technologies.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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