2013年中国网络购物市场研究报告（60页）

yuanhuibang

目录
第一章 调查介绍 ................................ ................................ ................................ ............................ 5
1.1 调查方法 ................................ ................................ ................................ ........................... 5
1.1.1 调查样本 调查样本 ................................ ................................ ................................ ................. 5
1.1.2 调查时间 调查时间 ................................ ................................ ................................ ................. 5
1.1.3 调查方式 调查方式 ................................ ................................ ................................ ................. 5
1.1.4 调查随机性和准确控制办 法 ................................ ................................ ............. 5
1.2 术语界定 ................................ ................................ ................................ ........................... 5
1.3 报告摘要 ................................ ................................ ................................ ........................... 7
第二章 网络购物市场行业分析  ................................ ................................ ................................ ..... 9
2.1 网络购物产业环境 ................................ ................................ ................................ ........... 9
2.2 网络购物发展现状 ................................ ................................ ................................ ......... 10
2.2.1 市场 SWOT分析 ................................ ................................ ................................ ... 11
2.2.2 市场渗透率 .............................. ................................ ................................ ........... 12
第三章 网络购物用户研究 ................................ ................................ ................................ ........... 15
3.1 用户区隔 ................................ ................................ ................................ ......................... 15
3.1.1 地域分布区隔 ................................ ................................ ................................ ....... 15
3.1.2 年龄代际区隔  ................................ ................................ ................................ ....... 21
3.2 用户培育 ................................ ................................ ................................ ......................... 25
3.2.1 如何抓取新用户............................... ................................ ................................ ... 25
（1）非网购用户 ................................ ................................ ................................ ........... 25
（2）过客型网购用户  ................................ ................................ ................................ ... 26
3.2.2 如何提高用户的重复购买率............................... ................................ ............... 29
3.2.3 如何减少用户流失 ................................ ................................ ............................... 34
3.3 社会化营销推广 ................................ ................................ ................................ ............. 37
第四章 热点领域用户行为 ................................ ................................ ................................ ........... 41
4.1 4.1 手机网购  ................................ ................................ ................................ .................. 41
4.2 4.2 海外代购  ................................ ................................ ................................ .................. 43
4.3 4.3 团购 ................................ ................................ ................................ .......................... 45
第五章 网购市场热点讨论 ................................ ................................ ................................ ........... 48
热点讨论一：传统企业如何向电子商务转型 ............................ ............................. 48
热点讨论二：未来 电商市场： 电商市场................................ ...... 49
热点讨论三：手机与购物互为补充，未来成替代之势 ................................ ....... 50
第六章 网络购物市场的总结与建议 ................................ ................................ ........................... 53
6.1 6.1 网络购物市场潜力 .............. ...................... 53
6.2 6.2 网络购物市场用户的培育  ................................ ................................ ...................... 53
6.3 6.3 网络购物的社会化营销策略  ................................ ................................ .................. 54
6.4 6.4 网络购物市场发展 趋势判断 ................................ ................................ .................. 54