本文選題：媒介形態(tài)變化 + 網(wǎng)購市場形態(tài)　； 參考：《華中科技大學(xué)》2015年碩士論文

【摘要】：中國網(wǎng)購發(fā)展興起之初,零售業(yè)發(fā)展相對于歐美國家明顯滯后,消費(fèi)者和網(wǎng)民結(jié)構(gòu)呈現(xiàn)低齡和“草根化”的特征,這兩大因素直接影響了我國消費(fèi)者網(wǎng)購市場發(fā)展的形態(tài)。網(wǎng)購的主要導(dǎo)向和趨勢是為消費(fèi)者提供更多更好的商品。“消費(fèi)者文化的民主化進(jìn)程”一個(gè)必要階段就是品類殺手,在美國線下市場行業(yè)性的品類殺手曾經(jīng)非常引人注目。中國在電商發(fā)展初期傳統(tǒng)零售業(yè)沒有完成市場的品類擴(kuò)張,因此在中國線上的品類殺手當(dāng)中,無論是何種電商形式,其宗旨都是打破和提升傳統(tǒng)零售業(yè)在空間上的局限以及渠道過程中的效率,從而導(dǎo)致中國首先發(fā)展起來的網(wǎng)購形態(tài)是以價(jià)格和品類為主導(dǎo)的單純互聯(lián)網(wǎng)電商。由全民網(wǎng)商發(fā)起的淘寶雙十一網(wǎng)絡(luò)購物節(jié)成為了“世界最大的網(wǎng)絡(luò)交易日”,它標(biāo)志著在中國市場上的單純互聯(lián)網(wǎng)電商達(dá)到了發(fā)展高峰。隨著經(jīng)濟(jì)的發(fā)展和零售業(yè)的不斷完善,消費(fèi)者需求和網(wǎng)民結(jié)構(gòu)也在不斷調(diào)整,中國的網(wǎng)絡(luò)零售業(yè)在經(jīng)歷了品類和體量擴(kuò)充之后,不僅要處理和傳統(tǒng)零售商之間的博弈,還要進(jìn)一步滿足消費(fèi)者更多的差異化需求,初級(jí)城市化階段背景下低價(jià)仍是電商形態(tài)的關(guān)鍵導(dǎo)向。因此單純的互聯(lián)網(wǎng)電商發(fā)展延生出了以差異化和垂直化為要素的競爭,為消費(fèi)者提供更專業(yè)服務(wù)。包括以唯品會(huì)為代表的垂直電商,此外它們也開始嘗試和線下供應(yīng)商合作開辟共贏的創(chuàng)新模式。參照西方國家的電子商務(wù)發(fā)展歷程,互聯(lián)網(wǎng)零售業(yè)電商的另一個(gè)主要形態(tài)是線上線下融合的020電商。美國的零售業(yè)市場在線下進(jìn)行了品類和形態(tài)的充分發(fā)展,在互聯(lián)網(wǎng)零售發(fā)展階段形成了有效的互補(bǔ)和融合,但整個(gè)電商市場格局中傳統(tǒng)零售業(yè)依然處于強(qiáng)勢地位,并且在電商O2O融合方面有成功的經(jīng)驗(yàn)。最顯著的特征是線上線下的零售商并不是以價(jià)格競爭為主要的營銷手段,更多的企業(yè)實(shí)現(xiàn)了線上線下同價(jià)互補(bǔ)的良性促進(jìn)。在互聯(lián)網(wǎng)經(jīng)濟(jì)的沖擊下中國傳統(tǒng)零售上也已經(jīng)開始涉足互聯(lián)網(wǎng),雖然不少企業(yè)還處于探索階段,但以蘇寧云商為代表的O2O轉(zhuǎn)型進(jìn)一步顯現(xiàn)出了融合型O2O電商的特征和趨勢。本文對中國互聯(lián)網(wǎng)電子商務(wù)當(dāng)中的消費(fèi)者網(wǎng)購的營銷形態(tài)進(jìn)行一個(gè)個(gè)案考察,我們將互聯(lián)網(wǎng)電子商務(wù)的消費(fèi)者網(wǎng)購放在媒介形態(tài)的數(shù)字化演變的分析框架之中,總結(jié)和歸納企業(yè)運(yùn)用互聯(lián)網(wǎng)作為直接進(jìn)行商品交易的渠道在中國市場上呈現(xiàn)出的形態(tài)和特征,就經(jīng)濟(jì)和市場的影響因素對新媒體和新技術(shù)的影響進(jìn)行分析和對比。
[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.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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