第二講市場營銷環(huán)境分析-lingnanuniversity-theliberal

1、Lecture 11. e-Commerce and Strategies in China,Development of Internet in China,1987: 1st email1994: allowed to enter Internet1995: Chinese people began to use Internet2007: Internet users: 137 milli

2、on Computers: 59.4 million Chinese websites: 849 thousand,©2009 Pearson Education, Inc. Publishing as Prentice Hall,Top Ten Internet Usage Countries,3,4-9,Growing Number of Internet Users in China,253 million

3、comparing to 230 mil in US,Internet Penetration Rate across the Globe,Internet users in China will reach 953 million with similar pen. rate of USA,People’s Republic of China,Internet access and use has been growing rapi

4、dly + projected to continue: China has the biggest Internet population in Asia.A few years ago, Internet users = younger (18-35), better-educated males. Now:The Internet becomes mainstream, especially among urban r

5、esidents, Female Internet users = 40% of the overall Internet population,Internet users with college degrees = only 30% of total users.,,Age Distribution of China Internet Users,Education level,People’s Republic of Chi

6、na,Internet access from:Home (61%),Net café (15%),Work-related access (25%). The top 2 objectives for using the Internet:“Information” (46%),“Entertainment” (31%).,,Web-Culture in China Top internet applicati

7、ons:,Online Music (84.5%)Online News (81.5%)Instant Message (77.2%)Online Video (71.0%)Search Engine (69.2%),E-mail (62.6%)Online Game (58.3%)Blog (42.3%)Forum (38.8%)Shopping (25%),Basic Internet Applica

8、tion in China,Email6th in China, 1st in USAPopular instant message in China has effect on email usageInstant message3rd in China with usage rate of 77.2%39% in USA, 47.8% in KoreaIntegrated services including onlin

9、e streaming video, blog, and file sharing,Some Unique Trends,China Internet Network Information Center (CNNIC), found out that China had 298 million Internet users by 2008, 25 percent of which were online shoppers. For c

10、omparison it should be stated that 71 percent of Internet users in the US are online shoppers.China e-commerce sales up 22% in 2010: There were 25,000 e-commerce websites at the end of 2010, compared with 20,700 at the

11、 end of June -- no figure for 2009 was provided.Highlighting the growing appeal of the country's Internet market, which has more than 450 million users, foreign companies such as Adidas, Gap and Wal-Mart have been o

12、pening online stores in China.,Some Unique Trends and Concerns,ARPU (Average Revenue Per User) of China's C2C market had raised from 520 yuan in 2007 to 760 yuan in 2008.Internet sales in the country hit 4.5 trillio

13、n yuan ($684 billion) in 2010,Cheaper prices and growing confidence in online payment security attracted more people to the Internet, with the number of shoppers reaching 158 million last year compared with 121 million

14、in 2009 Internet shopping offers users lower prices and convenience amid high inflation.Users' confidence in and reliance on online shopping have strengthened as companies improved their services and product qualit

15、y,Payment & Transport Methods,-Common Payment Methods: Cash on delivery Remittance from post office Bank payment Visa card-Transport Methods Rely on official agencies Home delivery is typical

16、,Back,Types of EC Products & Services,Products:books, music and video products, gifts and toys, telecom products, sporting goods, office supplies, apparel, & cosmetics. consumer electronics, food & health p

17、roducts.,Types of EC Products & Services,Services: -Online traveling services -Employment placement & job market -Real estate, insurance & stock trading online -Banking & personal

18、finance online -Online delivery of digital products, entertainment, & media -E-knowledge -Online intermediary agency -E-government,Back,Mobile EC,Cell phones development -455 million peo

19、ple own at least one cell phone -97.8% of people live in cities have at least one cell phoneCell phones EC - Download digital products - Order useful messages - Charged from cell phone fees,Basic Interne

20、t Application in China,Search engine5th in China with usage rate of 69.2%2nd in USA, with usage rate of 91%Baidu.comGoogle.com,Internet Media,Internet News2nd in China with a rate of 81.5%Higher than 71% in USA, 67

21、.1% in KoreaOnline Music, Video, and GameUsage rate 84%, 71%, and 58.3%Important form of entertainmentInternet popularity poses serious challenges for government,China Internet Online Marketing,E-commerce websitesP

22、op-up advertisingSearch Engine MarketingEmail Product reviews and ratingsRecommendation agentsShopbots: aggregators by priceAirfare: 51766.com,Popular Web Sites in China,4-21,Top 10 Sites in China,Baidu.com(Search

23、 engine)QQ.COM(Portal / network)sina.com.cn(Portal)Google.cnTaobao.com(Auction / shopping),163.com(Web-mail)Google.comYahoo.comSohu.com(Search / portal)Youku.com(Video),Baidu.com,World’s largest Chinese

24、websiteChina’s largest search engine63% market share (Google has 26%)Revenue $239M USD in 2007 (NASDAQ: BIDU),Baidu.com,QQ.com,,QQ.com,Tencent: stock market value of $15BFirst Chinese version instant messagePenguin

25、trademark was a big hitValue-added services targeting high school students (QQ Show, QQ currency),QQ.com,2008 1st Half-Year Revenue: $444M USD,QQ.com,Chat room window with applications,,QQ Show,Taobao （淘寶),Dangdang (

26、當(dāng)當(dāng)）,ctrip,Alibaba.com,B2B e-Commerce Website36 million registered users (28.7M in China)From over 240 countries and regions Q3 2008 revenue: $114.2M USD—$70.9M Intl., $43.3M China,Alibaba.com,,Eguo.com (online su

27、permarket to groupon),Bally’s Chinese digital flagship, launched in collaboration with Yoox in May 2011,Conclusion,China is the biggest internet market in terms of number of users with no doubtFuture growth will concent

28、rate on several underdeveloped areasE-Commerce: only popular in big cities nowOnline educationOnline bankingOther developing infrastructure and business activities will foster internet growthGovernment regulations

29、and incumbent players continue to play important roles,China: A View of the Future,4-37,China is expected to be the largest economy in the world by 2015, and already the largest internet user population.China represents

30、 both the promise and challenge of e-marketing in emerging market economies.70% of all Chinese internet users are under the age of 30.China’s vibrant, growing online market requires adaption to success.,Ethics and Regu

31、latory Issues,Internet has a become a powerful for consumers: bad news travel fast, Guo Meimei and the Red CrossPrivacy and political sensitivityThe trouble of Google in ChinaCensorship and filtering is common.Restri