此文从对我国目前网上购物的现实状况入手，深入的分析了网上购物的优，缺点，以及解决的方法等一系列的问题，深入的分析了网上购物给商家和消费者双方带来的利益，使人们对网上购物在中国的发展充满信心。从崭新的视角，具体的数字和生动的案例，系统的分析了网上购物目前在中国存在的问题，同时，针对具体的问题也给出了相应的解决方案，它包含个人信息安全，网上支付，物流配送，以及一系列相关的法律问题等。此论文选择了地道的英语资料，它给了我很高价值的向导和指导，同时，它也含有具体数字，以便广大的人们很轻松的理解。
关键词：网上购物；市场调研；物流服务；网上支付；分销
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Abstract
The thesis analyzes the current situation of online shopping in China. It offers a further analysis to its advantages, and disadvantages, gives solutions to the problems, gives a deep analysis of the benefits it brings to both producer and consumer and make people be more confident with the promising prospect of online shopping in china. It systematically illustrates the exiting problems of online shopping in china from a different view attached with exactly figures and vivid examples. At the same time, it gives relevant resolutions to the existing problems. It includes personal information safety, online payment, logistics, and a series of relevant law problems. The thesis chooses the authentic English materials which gave me a valuable guide and instruction; meanwhile, it has also been attached with specific figures so that people can understand them easily.
Key words: Online shopping marketing research logistics service online payment distribution
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目录
1.前言……………………………………………………………………5
2.网上购物的优势………………………………………………………5 2.1对消费者的好处………………………………………………………5 2.2对企业的好处…………………………………………………………7
3.网上购物的因素…………………………………………………8 3.1在线支付………………………………………………………………8 3.2物流服务………………………………………………………………8 3.3法律问题和公共社会……………………………………………9
4.问题的解决……………………………………………………………9 4.1建立良好的支付机制…………………………………………………9 4.2改善落后的物流……………………………………………………10 4.3制定相关的法律……………………………………………………11
5.总结……………………………………………………………………11
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Contents
1.Introduction……………..………………………………….…...………5
2.Advantages of the online shopping………...……………..….…….…..5 2.1Benefits to consumers…………………………………….…………….5 2.2 Benefits to the firms…………………………………………………....7
3.Limitation of online shopping………………………………….…..…..8 3.1 Online payment………………………………………..……..……..…8 3.2 Logistics service……………………………………..……..……..…...9 3.3 Legal questions and public-social policies………………………….....9
4.Solutions to the problems…………………………...…….……..…......9 4.1 Establishing a good payment mechanism …………………..……..…..9 4.2 Improving the lagging logistics………………………………………10 4.3 Making relevant laws…………………………………………………11
5.Conclusion……………………………………………………………..11
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1. Introduction
With the rapid development of Internet, online shopping has gradually entered the lives of ordinary people. And with the rapid development of Internet in China, more and more Chinese begin to favor online shopping for its convenience, quick delivery and benefit. According to the latest statistics released by China Internet Network Information Centre (CNNIC), the number of netizen in China has hit 87 million, and 7.3 percent said they had the experience of online shopping. Meanwhile, the statistics also showed that 58 percent of netizen in China would try the online shopping next year.
Online shopping, in a narrow sense, can be understood as getting online information and inking online deals. In a broad sense, however, once one section of shopping is finished online, it can be regarded as online shopping. In that way, traditional or burgeoning online enterprises may seek a combination, mingling two modes' advantages.
The percentage of online shopping in China is growing year on year. According to the experts' prediction, the total volume of China's online shopping is expected to reach 28 billion Yuan in years to come.
2. Advantages of the online shopping
2.1 Benefits to consumers
2.1.1 Saving time and convenience
Online shopping is becoming popularity ,not only because the great convenience ,but also you can find a shop with so many goods that you may favor. And it also saves your a great some of time ! You can just typing-in the key word of what you want to find , the target will appear on the screen quickly .
The online shopping industry has grown a lot in the recent year, and millions of people prefer to buy from the large variety from the online stores than to waste time at the long lines from supermarkets. Furthermore, the online shopping industry keeps growing, and more and more products are made available online. You can now find everything from CD to fruits and books, and you can purchase the items you want just with a few clicks.
After you've done some online shopping you'll see how easy it is and you'll quickly get
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used to it. Soon you will know what the best shopping websites are and you will be able to buy the things you need very easy and fast, saving a lot of time and trouble. Online shopping is the most practical, economical and fun method of shopping, that is perfect for everyone.
\"Online payment provides a more convenient way for consumers who don't carry cash.\" Beijing resident Ding Xin(丁欣)in her late 20s bought a bottle of perfume online last month.
\"I often browse the websites of online shops because the goods have more attractive prices,\" she said.
With the fast development of the society, the rhythm of life is accelerated progressively, the traffic jam changes crowd gradually, people are unwilling to spend much time to go shopping, and network marketing is accepted by consumers for it’s convenient characteristic Consumers can select the goods at home without going out , with the help of strong database, the shopping course is simplified to an action of \" click \consumers can finish doing shopping at any time, with the appointment of a place to deliver goods.
About 41.8 per cent of all online shopping payments are handled over the Internet, the survey shows. And 43.2 per cent of online shopping payments are handled via money remittance personnel and 34.7 per cent are completed in person, the survey shows.
2.1.2 Customization and personalization
Online shopping can provide mass customization and personalization with moderate cost. Point cast, for example, delivers customized news and financial data to every single customer based on his or her specific needs. Amazon.com displays specific recommendations based on the customer’s previous purchases. These kinds of services are very expensive in traditional marketing .The web providing online shopping can move from providing general products or services customized to a customer’s needs, tastes, and preferences.
2.1.3 Access to more information
One important consumer benefit associated with marketing on the web is the access to greater amounts of dynamic information to support queries for consumer decision-making. Furthermore, the interactive nature of the web and the hypertext environment allow deep,
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non-liner searches initiated and controlled by customers. Hence marketing communication on the web is more consumer-driven than those provided by traditional media. In addition, recreational uses of the medium manifested in the form of non-directed search behavior are such an important benefit to consumers that they are intrinsically motivated to use the medium.
2.1.4 Easier market research and comparison
The ability of the web to access, analyze and control large quantities of specialized data can enable comparison shopping and spread the process of finding line which may stimulate purchase. There is also the potential of wider availability of hard-to- find products and wider selection of items due to the width and efficiency of the channel.
2.2 Benefits to the firms
2.2.1 Lower costs and prices
Increased competition in procurement as more suppliers are able to compete in an electronically open market place causes a greater competition, which naturally lowers prices and costs. This increase in competition leads to better quality and variety of goods through expanded markets and the ability to produce customized goods. One of the reasons to lower cost is that they haven’t traditional warehouses and retail shops in the retailing business of the great majority in the commercial city online. Generally speaking, the network does not have a traditional retail channel to sell. For example like Amazon.com, the online retailing bookshop with no stock of books, places an order with bookseller and sends to consumers directly which aims to realize real \" zero stock \" to lower cost. 2.2.2 Better distribution
Firm benefits arise partly from the use of the web as a distribution channel. First, the web potentially offers certain classes of providers and opportunity of participating in a market in which distribution costs or cost-of-sales shrink to zero. This is most likely for product
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categories. For example, digital products can be delivered immediately and hence such businesses may encounter massive disintermediation or even the eventually elimination of middleman. Moreover buyers and sellers can access and contact each other directly, potentially eliminating some of the marketing cost and constraints imposed by such interactions in the terrestrial world. This may also have the effect of shrinking the channel and making distribution much more efficient (mainly due to reduced overhead costs through such outcomes as uniformity, automation and large-scale integration of management processes). Time to complete business transaction may be reduced as well, translating into additional efficiencies for the firm. However, such potential efficiencies must be tempered with market realities.
2.2.3 Marketing communication
Web sites are available on demand to consumers 24 hours a day. The interactive nature of the medium can be used by marketers to hold the attention of the consumer by engaging the consumer in an asynchronous “dialogue” that occurs at both parties’ convenience. This capability of the medium offers unprecedented opportunities to tailor communications precisely to individual customers, allowing individual consumers to request as much information as desired.
Further, it allows the marketer to obtain relevant information from customers for the purpose of serving them more effectively in the future. The simplest implementations involve engaging customers through the use of the E-mail buttons located strategically on the site. More sophisticated implementations may involve fill-out forms and other incentives designed to engage customers in ongoing relationships with the firm. The objective of such continuous relationship building is dual- pronged: to give consumers information about the firm and its offers and to receive information from consumers about their needs with respect to such offerings.
3. Limitations of online shopping
Despite the prospects is optimistic, a shortage in types of online payment, lagging logistics and lack of relevant laws are just some of the problems which continue to hinder the development of online shopping.
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3.1 Online payment
Online payment plays a key role in e-commerce, and a safe, convenient, and efficient online payment system is essential. However, safety authentication, one of the main factors of online payment system, is inadequate in China.
Online shopping is information technology ---based business , which makes the trade between consumers and firms online through the internet . The two sides from time and space limitation , thus not only greatly expand its network of consumers and firms online on the opportunities of commodities trading , but also greatly reduce the cost of commodities trading. However there are still a number of factors influence the development of online shopping in China .
1. Security .
Security issues is the biggest problem that have hindered the development of online shopping . Although the existing methods Alipay online shopping played a good role, but it is only a substitute in the period of electronic payments . It has obvious defects on security of electronic payments and real-time of financial flows , which can not fully meet the financial electronic requirements.
2. Taxation .
With the rapid development of online shopping and online shopping as paperless, no site-based, intangible, unbounded, virtual and electronic payments, etc. to make the work difficult to carry out effectively, there has been a series of loopholes in tax administration led to the draining away of tax chargeable caused enormous economic losses to the state. As for the traditional legal system and tax collection management , it is difficult to resolve tax and related issues online shopping . However there is no clear policy for online shopping recently in China .
3. Protection of the interests of consumers .
In online shopping activities, there is a shortage of face to face communication , the transaction has a large uncertainty. The buyer gets the goods information through the network. Some unscrupulous Internet companies know consumers can not see the real goods and they can’t see each other , in order to reap huge profits, manufacturing counterfeit products. Therefore, the public generally feel online shopping is not intuitive, secure, they don’t believe the network's \"rhetoric\". The result is caused to the development of online shopping has a large obstacle . Online shopping is also a vacuum of after-sale security, some problem often arise that customers don’t know who to look for . Thus, in recent years online trading
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complaints are significant increase. In addition, the delivery time is not accurate . The development of shopping depends on a strong logistics system. But in our country, so far still lack a systematic national freight distribution business. Inadequate logistics infrastructure, third-party logistics services developed slowly, that all hampered the development of online shopping.
Although many banks have already set up their own financial authentication center, there lacks a notified and authoritative nationwide authentication center, leading to many cases of cross authentication, repeated authentication and a waste of resources.
3.2 Logistics service
Second is the limitation in the logistics system. Present from the perspective of the development of the logistics, the logistics of electronic commerce have following problems: the weak link at logistics infrastructure, it hasn’t highly specialization, the third party logistics
ineffective work , limited services, that all impact the logistics, logistics have a flavor of
planned economy color, from the perspective of logistics activities, our main problems is the development of immature distribution center, a small range of logistics activities, logistics alliance is not high, the low level of logistics technology, information system applications still closed .
Among the corporations providing logistic services for online shopping in China, some 1,000 are traditional ones and their service quality is not good enough; therefore, the need to provide a speedy transaction and delivery regardless of space and distance can hardly be fulfilled.
3.3 Legal problems and public-social policies
The laws and regulations are imperfect. Online shopping, as a new commercial activity, brings unavoidable a series of legal problems, such as the electronic contract, the legal effect question of signing in figure, an economic dispute question of the online trade, computer crime question, etc.
There are a number of questions concerning marketing through the web: validity of an electronic signature, legality of an electronic contract, risk, trademarks, loss of right to trade
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secrets and liability. There are also government’s rules, regulations, economic policies and censorship.
Besides, due to the lack of legal protection in this field, arbitration and liability cognizance are difficult when disputes arise. In addition, the efficiency of online payment in China is still low: payment validation from the bank takes a long time (about 10 days), the charge is too high (5 per cent service fee of credit cards transaction), and there are too many restrictions. All these hinder the development of e-commerce in China.
4. Solutions to the problems
4.1 Establishing a good payment mechanism
Consistent with Phoneme Institute's other Privacy Trust studies, the biggest fear consumers have is identity theft (82%), followed by unauthorized access to their bank accounts and telemarketing abuse. Eighty percent of respondents said that the privacy of their personal information is very important or important to them.
Based on these findings, banks should concentrate strength on solving the security encryption of the online shopping system, authentication, key technology problem on payment, etc., technically, banks should not only prevent mischief and destruction to the network of computer by virus and hacker, but also guarantee national benefit and commercial rights and interests and secret of enterprises .At the same time the bank should make breakthrough in trade account settlement and cash allocation between different banks or different regions in order to meet the development demand of network marketing
At the same time, banks should address the online security of their Web sites and provide information about the measures customers can take to protect their financial assets. Banks should clearly communicate their commitment to protecting the privacy of their customers and provide information on how consumers can contact the bank with questions or concerns.
Respondents were also asked to suggest actions their bank could take to increase confidence in its ability to protect personal information. The most important issue with online consumers is setting limits on the sharing of personal information with third parties. This finding is also consistent with the results of our 2005 Online Consumer Permissions Study. According to that study, consumers want control over their online experience.
The rewards from listening to and respecting the concerns of online consumers can lead
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to greater trust. And, in the world of online banking, trust is positively related to consumer acceptance and greater use of online banking services.
4.2 Improving the lagging logistics
Logistics is defined as a business planning framework for the management of material, service, information, and capital flows .It includes the increasingly complex information, communication and control systems required in today’s business environment.
The allocate-and-deliver system of logistics should be perfected. The network marketing has offered internal motive force and external demand to the variety and dispersiveness of the allocate-and-deliver demand and the reform of resources in logistic enterprises. It is urgent to establish a nationwide allocate-and-deliver system, which covers both the urban and rural areas to be accorded to the demand of allocate-and-deliver system of network marketing. Logistic enterprise should not only deliver goods, but also become the service supplier to customer finally to help enterprises to finish the after-sales service, to offer more appreciated service contents, for example, to follow the products order, to offer selling statistics and report form, etc., to further increase the kernel service value of enterprises. In addition, they can develop the third-party-logistics, unify manufacturer service thus to optimize the logistics deliver network, and then the cost of allocate-and-deliver service will be reduced.
4.3 Making relevant laws
The research and formulation of strengthening the laws and regulations to offer the favorable external environment for development of marketing of the network, in order to protect the development of network marketing, developing relevant network management by centering the marketing of the networks, the information safety, settle account in finance, such problems as intellectual property protection, etc., at the same time they should accelerate the modification paces of the current laws and regulations , make and issue the new trade regulation at the same time
They need not only make the relevant laws, but also strengthen the government’s management the management of government except making the relevant laws.
Facing the opportunities and challenges in global development of online shopping, the
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Chinese government has placed online shopping high on the agenda in its basic economic construction.
The key task at present is to establish a unified application and service platform with Chinese characteristics. Upon its completion, currently complicated online shopping can be turned into a simple platform operation, and an advanced service mechanism and infrastructure can be set up, which will facilitate the establishment of a new economic model for e-commerce in traditional enterprises.
The government should take an active role in encouraging and supporting the Internationalization of traditional corporations. Besides, it also emphasized the business nature of online shopping, and warned that online shopping activities cannot be done by simply building networks.
5. Conclusion
The main advantage of online shopping is that it allows people to browse through many items and categories without leaving their house, to compare the prices of as many shops as they want, and also to order as many items as they can afford without having to worry about how they will transport them, because the online shopping websites also deliver the things to the buyer's home. Furthermore, the Internet is open 24 hours a day, 365 days a year, so you don't have to hurry or worry about finding a parking spot.
A new survey shows Internet shopping is increasing thanks to improvements of online payment systems and delivery services. The China Internet Network Information Centre survey reveals 17.9 per cent of consumers shop online often.
Among those who have never purchased online, 63.7 per cent said they would convert to online shopping in the future, which means the existence of greater potential market.
Online shopping has very bright prospect in china. By the end of 2004, the netizen of Chinese Internet users is 94 million. It is estimated by 2007, Chinese Internet user will reach 140 million. The one faster than this speed is the development of user's number of China's online shopping. It is that 5,630,000 will use users in 2004. It is estimated by 2007, this figure will be up to 16 million, online shopping users will be 3 times those of 2004 in 2007, 28 times those of 2001. In addition, the market scale of online shopping increase by 160% in 2004, the turnover rises to 4,500 million RMB by a wide margin. In 2007 this figure is hopeful to be up to 29,600 million RMB, 6 times those of 2004. In the face of more and more users, in the face
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of such a big market, I think nobody dares to neglect this market; nobody bets and speaks NO to this market.
Acknowledgement
In writing this paper, I have benefited from the presence of my teachers and my classmates. They generously helped me collect materials. I hereby extend my grateful thanks to them for their kind help.
Particularly, I deeply in debited to Mr. Zhang, who guided my throughout my writing of this thesis. He carefully read the whole draft and offered painstaking and precious criticism. His standards of academic excellence have made my revision an exiting and gratifying experience. I also sincerely thank my classmates and friends Miss Zhang and Miss Liu, whose brilliant ideas and perceptive observations have proved immensely constructive.
My parents took good care of my lift and gave me a lot of encouragement when I was working at this thesis. They always share my weal. I feel much grateful and heartily owe my achievement to them.
Furthermore, none of this would have been possible without the help of these individuals and organizations hereafter mentioned with gratitude, our institute library and its staff.
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References
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