The Characteristics of Online Shopping网上购物的特点.doc

The Characteristics of Online Shopping Synapsis As one of the most fashionable phenomena today, online shopping also unavoidably arouses a great controversy in society, just like emergence of any new things. According to a recent survey, people in favor of it are far more than those against it. Some of its negative and positive aspects and my opinions will be offered in this essay.When it comes to positive aspects, its very convenient and time-saving compared with traditional shopping. What you need to do is just clicking your mouse and waiting instead of going out by foot or driving. Moreover, more choices than real store are another attraction to customers. However, in spite of convenience and more choices of online shopping, we cannot turn a blind eye to its advantages. Obviously, quality problem is its first advantage. Its common that articles arent so good just as they are described online that customers always buy fake commodities. Whats more, its troublesome and annoying for many customers to make a change when they are not satisfied with what they bought online.As a college student, I like online shopping but I expected that effective measures should be taken to make it better. Specifically speaking, government should work out strict regulations and rules to prevent unfaithful and unlawful activities of online shopping owners. Only by this way can online shopping become really safe and attract an increasing number of customers.Table of Contents1.0 Introduction.32.0 Advantages of the online shopping.32.1 Benefits to consumers.32.2 Benefits to the firms.5 3.0 Limitation of online shopping.63.1 Online payment.73.2 Logistics service.83.3 Legal questions and public-social policies.84.0 Solutions to the problems.94.1 Establishing a good payment mechanism .94.2 Improving the lagging logistics.104.3 Making relevant laws.105.0 Conclusion.116.0 References.121. 0 IntroductionWith the rapid development of Internet, online shopping has gradually entered the lives of ordinary people. And with the rapid development of Internet in China, more and more Chinese begin to favor online shopping for its convenience, quick delivery and benefit. According to the latest statistics released by China Internet Network Information Centre (CNNIC), the number of netizen in China has hit 87 million, and 7.3 percent said they had the experience of online shopping. Meanwhile, the statistics also showed that 58 percent of netizen in China would try the online shopping next year. Online shopping, in a narrow sense, can be understood as getting online information and inking online deals. In a broad sense, however, once one section of shopping is finished online, it can be regarded as online shopping. In that way, traditional or burgeoning online enterprises may seek a combination, mingling two modes' advantages.The percentage of online shopping in China is growing year on year. According to the experts' prediction, the total volume of China's online shopping is expected to reach 28 billion Yuan in years to come. 2.0 Advantages of the online shopping2.1 Benefits to consumers 2.1.1 Saving time and convenienceOnline shopping is becoming popularity ,not only because the great convenience ,but also you can find a shop with so many goods that you may favor. And it also saves your a great some of time ! You can just typing-in the key word of what you want to find , the target will appear on the screen quickly .The online shopping industry has grown a lot in the recent year, and millions of people prefer to buy from the large variety from the online stores than to waste time at the long lines from supermarkets. Furthermore, the online shopping industry keeps growing, and more and more products are made available online. You can now find everything from CD to fruits and books, and you can purchase the items you want just with a few clicks.After you've done some online shopping you'll see how easy it is and you'll quickly get used to it. Soon you will know what the best shopping websites are and you will be able to buy the things you need very easy and fast, saving a lot of time and trouble. Online shopping is the most practical, economical and fun method of shopping, that is perfect for everyone."Online payment provides a more convenient way for consumers who don't carry cash." Beijing resident Ding Xin(丁欣)in her late 20s bought a bottle of perfume online last month. "I often browse the websites of online shops because the goods have more attractive prices," she said. With the fast development of the society, the rhythm of life is accelerated progressively, the traffic jam changes crowd gradually, people are unwilling to spend much time to go shopping, and network marketing is accepted by consumers for its convenient characteristic Consumers can select the goods at home without going out , with the help of strong database, the shopping course is simplified to an action of " click ", consumers can finish doing shopping at any time, with the appointment of a place to deliver goods. About 41.8 per cent of all online shopping payments are handled over the Internet, the survey shows. And 43.2 per cent of online shopping payments are handled via money remittance personnel and 34.7 per cent are completed in person, the survey shows. 2.1.2 Customization and personalizationOnline shopping can provide mass customization and personalization with moderate cost. Point cast, for example, delivers customized news and financial data to every single customer based on his or her specific needs. A displays specific recommendations based on the customers previous purchases. These kinds of services are very expensive in traditional marketing .The web providing online shopping can move from providing general products or services customized to a customers needs, tastes, and preferences. 2.1.3 Access to more informationOne important consumer benefit associated with marketing on the web is the access to greater amounts of dynamic information to support queries for consumer decision-making. Furthermore, the interactive nature of the web and the hypertext environment allow deep, non-liner searches initiated and controlled by customers. Hence marketing communication on the web is more consumer-driven than those provided by traditional media. In addition, recreational uses of the medium manifested in the form of non-directed search behavior are such an important benefit to consumers that they are intrinsically motivated to use the medium.2.1.4 Easier market research and comparisonThe ability of the web to access, analyze and control large quantities of specialized data can enable comparison shopping and spread the process of finding line which may stimulate purchase. There is also the potential of wider availability of hard-to- find products and wider selection of items due to the width and efficiency of the channel.2.2 Benefits to the firms2.2.1 Lower costs and pricesIncreased competition in procurement as more suppliers are able to compete in an electronically open market place causes a greater competition, which naturally lowers prices and costs. This increase in competition leads to better quality and variety of goods through expanded markets and the ability to produce customized goods. One of the reasons to lower cost is that they havent traditional warehouses and retail shops in the retailing business of the great majority in the commercial city online. Generally speaking, the network does not have a traditional retail channel to sell. For example like A, the online retailing bookshop with no stock of books, places an order with bookseller and sends to consumers directly which aims to realize real " zero stock " to lower cost.2.2.2 Better distributionFirm benefits arise partly from the use of the web as a distribution channel. First, the web potentially offers certain classes of providers and opportunity of participating in a market in which distribution costs or cost-of-sales shrink to zero. This is most likely for product categories. For example, digital products can be delivered immediately and hence such businesses may encounter massive disintermediation or even the eventually elimination of middleman. Moreover buyers and sellers can access and contact each other directly, potentially eliminating some of the marketing cost and constraints imposed by such interactions in the terrestrial world. This may also have the effect of shrinking the channel and making distribution much more efficient (mainly due to reduced overhead costs through such outcomes as uniformity, automation and large-scale integration of management processes). Time to complete business transaction may be reduced as well, translating into additional efficiencies for the firm. However, such potential efficiencies must be tempered with market realities.2.2.3 Marketing communicationWeb sites are available on demand to consumers 24 hours a day. The interactive nature of the medium can be used by marketers to hold the attention of the consumer by engaging the consumer in an asynchronous “dialogue” that occurs at both parties convenience. This capability of the medium offers unprecedented opportunities to tailor communications precisely to individual customers, allowing individual consumers to request as much information as desired.Further, it allows the marketer to obtain relevant information from customers for the purpose of serving them more effectively in the future. The simplest implementations involve engaging customers through the use of the E-mail buttons located strategically on the site. More sophisticated implementations may involve fill-out forms and other incentives designed to engage customers in ongoing relationships with the firm. The objective of such continuous relationship building is dual- pronged: to give consumers information about the firm and its offers and to receive information from consumers about their needs with respect to such offerings.3.0 Limitations of online shoppingDespite the prospects is optimistic, a shortage in types of online payment, lagging logistics and lack of relevant laws are just some of the problems which continue to hinder the development of online shopping.3.1 Online payment Online payment plays a key role in e-commerce, and a safe, convenient, and efficient online payment system is essential. However, safety authentication, one of the main factors of online payment system, is inadequate in China. Online shopping is information technology -based business , which makes the trade between consumers and firms online through the internet . The two sides from time and space limitation , thus not only greatly expand its network of consumers and firms online on the opportunities of commodities trading , but also greatly reduce the cost of commodities trading. However there are still a number of factors influence the development of online shopping in China .1. Security .Security issues is the biggest problem that have hindered the development of online shopping . Although the existing methods Alipay online shopping played a good role, but it is only a substitute in the period of electronic payments . It has obvious defects on security of electronic payments and real-time of financial flows , which can not fully meet the financial electronic requirements.2. Taxation .With the rapid development of online shopping and online shopping as paperless, no site-based, intangible, unbounded, virtual and electronic payments, etc. to make the work difficult to carry out effectively, there has been a series of loopholes in tax administration led to the draining away of tax chargeable caused enormous economic losses to the state. As for the traditional legal system and tax collection management , it is difficult to resolve tax and related issues online shopping . However there is no clear policy for online shopping recently in China .3. Protection of the interests of consumers .In online shopping activities, there is a shortage of face to face communication , the transaction has a large uncertainty. The buyer gets the goods information through the network. Some unscrupulous Internet companies know consumers can not see the real goods and they cant see each other , in order to reap huge profits, manufacturing counterfeit products. Therefore, the public generally feel online shopping is not intuitive, secure, they dont believe the network's "rhetoric". The result is caused to the development of online shopping has a large obstacle . Online shopping is also a vacuum of after-sale security, some problem often arise that customers dont know who to look for . Thus, in recent years online trading complaints are significant increase. In addition, the delivery time is not accurate . The development of shopping depends on a strong logistics system. But in our country, so far still lack a systematic national freight distribution business. Inadequate logistics infrastructure, third-party logistics services developed slowly, that all hampered the development of online shopping. Although many banks have already set up their own financial authentication center, there lacks a notified and authoritative nationwide authentication center, leading to many cases of cross authentication, repeated authentication and a waste of resources. 3.2 Logistics serviceSecond is the limitation in the logistics system. Present from the perspective of the development of the logistics, the logistics of electronic commerce have following problems: the weak link at logistics infrastructure, it hasnt highly specialization, the third party logistics ineffective work , limited services, that all impact the logistics, logistics have a flavor of planned economy color, from the perspective of logistics activities, our main problems is the development of immature distribution center, a small range of logistics activities, logistics alliance is not high, the low level of logistics technology, information system applications still closed . Among the corporations providing logistic services for online shopping in China, some 1,000 are traditional ones and their service quality is not good enough; therefore, the need to provide a speedy transaction and delivery regardless of space and distance can hardly be fulfilled. 3.3 Legal problems and public-social policiesThe laws and regulations are imperfect. Online shopping, as a new commercial activity, brings unavo