電子商務中的零售：產品和服務-文庫吧

【正文】 0 0 . 00 . 0 0 %0 . 1 0 %0 . 2 0 %0 . 3 0 %0 . 4 0 %0 . 5 0 %0 . 6 0 %線上零售 total 2, 3, 3, 3, 3, 3, 線上零售比率 % % % % % %1999年 2020年 2020年 2020年 2020年2020年(f)仍以旅遊 票務 3C為三大主要區隔 其它%3C%書籍%美容保養%旅遊產品%電腦軟體%票務%旅遊產品一支獨秀， 2020年佔總體的 %，但所佔比例日漸減小 仍以旅遊、票務 、 3C為三大區隔，票務約佔 %， 3C商品約佔 % 註 1：電腦軟體不含遊戲 註 2：其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目 資料來源：資策會 MIC， 2020年 12月 我國 B2C電子商務各區隔所佔比例 旅遊產品%電腦軟體%票務%其它%3C%書籍%美容保養%2020年 2020年 8961385 , 0 5 14 , 7 3 82676966 , 7 4 63 , 0 0 78 , 3 6 91 , 4 5 6 1 , 5 6 81 , 6 6 6 1 , 7 6 71 , 3 1 05 , 8 2 31 , 0 6 91 , 0 0 02 , 0 0 03 , 0 0 04 , 0 0 05 , 0 0 06 , 0 0 07 , 0 0 08 , 0 0 09 , 0 0 03C商品 花卉 書籍美容保養 時尚精品 影音光碟 旅遊產品 電腦軟體其它平均每月成交筆數 平均每筆成交金額旅遊產品單價高 銷量大 旅遊產品平均成交金額及每月成交筆數俱高，堪稱網路最熱門商品 註 1： 票務近乎壟斷局面 ， 故未予計算成交筆數；其它包括食品、雜貨、廚具等，因品項繁多，不予計算該類平均成交金額及平均成交筆數 註 2：回卷家數 215 資料來源：資策會 MIC， 2020年 12月 我國 B2C電子商務市場產品類別分析 15 Inter Marketing and ETailing (cont.) Characteristics of successful etailing high brand recognition (Lands’ End) guarantee provided by highly reliable or wellknown vendors (Dell) digitized format (software) relatively inexpensive items (office supplies) frequently purchased items (groceries) modities with standard specifications (books), physical inspection unimportant wellknown packaged items that cannot be opened even in a traditional store (vitamins) 16 重點 信任機制 品牌 標準 推薦 經驗貨品 運送 17 ETailing Business Models Classification by distribution channel Mailorder retailers that go online Direct marketing from manufacturers Pureplay etailers Clickandmortar retailers Inter (online) malls 18 ETailing Business Models (cont.) 19 ETailing Business Models (cont.) Direct marketing by mail order panies direct marketing: broadly, marketing that takes place without intermediaries between manufacturers and buyers。 in the context of this book, marketing done online between any seller and buyer . 東森 20 ETailing Business Models Direct sales by manufacturers Sellers understand their markets better because of the direct connection to consumers, and consumers gain greater information about the products through direct connection to the manufacturers Example: Dell Computers—buildtoorder approach of customization 21 ETailing Business Models (cont.) Pureplay etailers Virtual (pureplay) etailers: Firms that sell directly to consumers over the Inter without maintaining a physical sales channel Examples: 博客來 22 ETailing Business Models (cont.) Clickandmortar retailers: Brickandmortar retailers with a transactional Web site from which to conduct business Brickandmortar retailers: Retailers who do business in the nonInter, physical world in traditional brickandmortar stores Multichannel business model: Describes a pany that sells in multiple marketing channels simultaneously (., both physical and online stores) 23 ETailing Business Models (cont.) Retailing in online malls Referring directories directory anized by product type catalog listings or banner ads at the mall site advertise the products or stores Malls with shared service