第二讲市场营销环境分析.pptVIP

Lecture 11. e-Commerce and Strategies in China Development of Internet in China 1987: 1st email 1994: allowed to enter Internet 1995: Chinese people began to use Internet 2007: Internet users: 137 million Computers: 59.4 million Chinese websites: 849 thousand People’s Republic of China Internet access and use has been growing rapidly + 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 residents, Female Internet users = 40% of the overall Internet population, Internet users with college degrees = only 30% of total users. People’s Republic of China Internet access from: Home (61%), Net café (15%), Work-related access (25%). The top 2 objectives for using the Internet: “Information” (46%), “Entertainment” (31%). 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 comparison 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 end of June -- no figure for 2009 was provided. Highlighting the growing appeal of the countrys Internet market, which has more than 450 million users, foreign companies such as Adidas, Gap and Wal-Mart have been opening online stores in China. Some Unique Trends and Concerns ARPU (Average Revenue Per User) of Chinas C2C market had raised from 520 yuan in 2007 to 760 yuan in 2008. Internet sales in the country hit 4.5 trillion 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 in 2009 Internet shopping offers u