网络购物行为分析中英文对照外文翻译文献

网络购物行为分析中英文对照外文翻译文献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网络购物行为分析摘要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1介绍互联网的快速发展,网上购物逐渐进入普通民众的生活。和互联网的快速发展,在中国,越来越多的中国人开始喜欢网上购物以其方便,快捷的交货及效益。根据最新发布的统计数据由中国互联网络信息中心(CNNIC),在中国的网民数量已经达到8700万人,7.3%的人说他们曾网上购物的经验。与此同时,统计数据还显示,58%的网民在中国将尝试在线购物明年。网上购物,在狭义上,可以被理解为上网在线交易信息和署名。广义上说,然而,一旦一段购物完成后在线,它可以被视为网上购物。这样,传统或新兴的在线企业可能会寻求一个组合,混合两种模式的优势。网上购物的比例在中国是同比增长。根据专家的预测,总成交量的中国在线购物在未来的岁月中有望达到280亿元人民币。2.网上购物的优势2.1顾客的收益2.1.1网上购物正在变得流行,不仅因为伟大的便利,但你也可以找到一个你很喜欢的有这么多货物的商店。而且它也节约了你大量的时间!你可以只输入关键字你想找,目标将会很快出现在屏幕上。在线购物行业有了很大的发展近年来,数以百万计的人们更愿意从有着大量不同商品的网上商店买东西而不是把时间浪费在排着长长队伍的超市中。此外,在线购物行业持续增长,越来越多的产品都可以在线获取。你现在可以找到一切从CD到水果和书籍,你点击了几下就可以购买你想要的物品。当你在网上购物之后你就会知道它是多么的简单而且你将会很快的习惯。很快你将知道最好的购物网站,你可以买你需要的东西非常简单和快速,节省大量的时间和麻烦。网上购物是最实用的,经济的和有趣的方法,非常适合购物的每个人。“网上支付提供了一个更加方便的方式为消费者不要携带现金。”北京居民鼎鑫(丁欣)20多岁，上个月后期在线买了一瓶香水。“我经常浏览网站的在线商店,因为货物有更具吸引力的价格,”她说。与社会的快速发展,生活节奏的加快,交通拥堵日益变化的人群逐渐,人们不愿意花太多的时间去购物,和网络营销是被消费者所接受,这是方便消费者选择商品的特点可以在家里没有出去,借助强大的数据库,购物过程简化为一个行动的“点击”,消费者可以在任何时间完成购物,任命一个地方发货。大约41.8%的所有网上购物付款是通过互联网来处理,s2.1.2网上购物可以提供大规模定制和个性化,价格适中。点铸,例如,提供定制的新闻和金融数据,每一个客户根据他或她的具体需求。A显示具体建议基于顾客以前的购买。这些类型的服务是非常昂贵的在传统营销。网络提供网上购物可以移动提供通用产品或服务定制的客户的需求,品味,和偏好。2.1.3一个重要的消费者利益与市场营销相关的网络是获得更大量的动态信息的地方,以支持查询消费决策。此外,交互性web和超文本环境允许深,非班轮搜索发起和控制客户。因此营销沟通是网络上更多的消费比传统媒体提供的。此外,休闲使用的媒介表现形式的非定向搜索行为是这样一个重要的好处,他们内在的动机是消费者使用介质。2.1.4网络的能力来获取、分析和控制大量的专门的数据可以使比较购物和扩散寻找的过程,这可能刺激购买线。也有潜在的广泛的可用性的努力,找到产品和更广泛的可供选择的产品由于通道的宽度和效率。2.2公司的福利2.2.低成本和价格竞争日趋激烈,采购作为更多的供应商能够在开放的市场竞争一个电子所引起更大的竞争,这自然会降低价格和成本。这增加的竞争会导致更好的质量和种类繁多的商品通过扩大市场和生产定制产品的能力。原因之一是,他们低成本没有传统的仓库和零售商店的零售业务的绝大多数商业城市在线。一般来说,网络没有传统的零售渠道销售。例如像A,在线零售书店没有的股票书,地方与书商和发送订单给消费者直接旨在实现真正的“零库存”来降低成本。2.2.2公司福利出现部分从使用web作为一个分销渠道。首先,网络可能提供某些类型的提供者和机会参与在这一市场的分销成本或销售成本缩减到零。这是最有可能的产品类别。例如,数码产品可以立即交付,因此这样的企业可能会遇到巨大的脱媒甚至最终消除中间人。而且买家和卖家可以访问和直接联系对方,可能消除一些营销成本和限制,这种相互作用在地球世界。这也可能萎缩的影响,使分销渠道更有效(主要是由于减少了开销成本通过这样的结局作为均匀性、自动化和大规模集成的管理流程)。时间来完成商业交易可能会减少,转化为额外的效率为公司。然而,这种潜在的效率必须要符合市场的现实。2.2.3网站可以在消费者需求一天24小时。互动媒介的性质可以通过营销人员举行的注意力消费者通过吸引消费者在异步“对话”,发生在双方的便利。这种能力的媒介提供了前所未有的机遇,裁缝通信正是为了个人客户,允许个人消费者请求根据需要尽可能多的信息。此外,它允许营销者获得相关信息从客户的目的是更有效地为他们提供服务在未来。最简单的实现涉及参与客户通过使用电子邮件按钮位于战略上这个网站。更复杂的实现可能需要填写表单和其他激励措施旨在吸引顾客与公司的长期关系。这样的连续关系的客观建筑是双-叉:给消费者关于公司的信息和其提供和接收信息从消费者对他们的需求就这样的产品。3.网购的局限性尽管前景很乐观,缺乏在类型的在线支付,落后的物流和缺乏相关法律的问题,将继续阻碍网上购物的发展。3.1网上支付网上支付在电子商务中发挥着关键作用,一个安全、方便、高效的在线支付系统是至关重要的。然而,安全认证,一个主要因素的在线支付系统,在中国是不充分的。网上购物是信息技术——基于业务,使消费者和企业之间的贸易通过互联网在线。双方从时间和空间的限制,因此不仅大大扩展其网络消费者和公司的在线商品交易的机会,但也大大降低了商品交易的成本。但是仍然有许多因素影响网上购物的发展在中国。1．安全。安全问题是最大的问题,这阻碍了网上购物的发展。尽管现有的方法支付宝在线购物起到了良好的作用,但它只是一个替代时期的电子支付。它有明显的缺陷在安全的电子支付和实时的金融流动,不能完全满足金融电子需求。2．税收。税收的快速发展,网上购物、网上购物无纸化,没有实地的、无形的、无限的、虚拟的和电子支付等,使工作难以开展有效的,已经有一系列的税收管理漏洞导致的税收流失造成巨大的经济损失,可充电的状态。至于传统的法律制度和税收管理,很难解决税务及相关问题的在线购物。但是没有明确的政策最近在中国的网上购物。3，保护了消费者的利益。在网上购物活动,缺少面对面的沟通,事务有一个很大的不确定性。买方获得商品信息通过网络。一些不道德的互联网公司知道消费者不能看到真正的商品,他们不能看到对方,为了获取巨大的利润,制造假冒产品。因此,公众普遍觉得网上购物是不直观,安全,他们不相