Research on the Targeting and marketing of Electronic Commerce Website of Digital Camera Products

1．Introduction
The trade value of China’s electronic commerce was 6 billion Yuan in 2001, 15 billion Yuan in 2002, 30 billion Yuan in 2003 and 40 billion Yuan in 2004. Among them, the business to business trade takes up 755，including online sales and other agent services and so on. 50% of companies in China’s manufacturing, financial and IT industries have already set up electronic commerce website to conduct online sales.
Although the total amount of China’s electronic commerce websites are growing quite rapidly, however, few of them have made a profit and have been widely accepted by consumers. As far as the electronic commerce websites of digital products, a rough estimation has shown that thousands of such digital products websites have been set up, and monopolized websites of digital products are among them. Some of these websites have now won great fame, for instance, E-bay and Taobao websites. The trade value of these websites each year can reach as high as hundreds of millions RMB, and the value is still rising.
More of such digital products websites have not very high values of trade and clicks. The writer’s analysis has shown that main reasons leading to this result are the unknowingness of the market of electronic commerce. The targeting of market position is not exact and people have no idea of what the objective customers are. So that no characteristic commodities and services have been produced to aim at these market.. The writer wishes to conduct further research on this theme through such tools as questionnaires and market research, real play investigation, data analysis and model building.
In recent two years, great changes have taken place in the operation environment of such electronic commerce websites of digital products websites. No matter domestic market of China or overseas market are faced with fierce competition. Exact orientation of customers is an important part for the existence and development of electronic commerce websites. More and more, the management of electronic commerce websites has realized that only the full use, mining of current data and the seek of objective customers could help realize even greater market performance. As an important ingredient of the core competency of electronic commerce website, the determination of target customers and the promotion of later marketing strategy could to some extent determine future survival of electronic commerce websites. When faced with the competition of large scale websites from advanced electronic commerce websites of American, Japan and European transnational companies, analysis of objective customers is always the weakest point of electronic commerce websites. The websites of electronic commerce could not determine the sales of products types and in what way the characteristics of these products could be given prominence to in promotion and website design. Online sales and one-way marketing is different in that the marketing is conducted in two-way, so that the orientation of target market should be on the basis of the understanding of all situations of online customers.

2．literature review
2.1Impact of electronic commerce on China’s domestic enterprises
Based on modern electronic technology and information tools, electronic commerce has utilized the strength of information transmission and resources shares of international network and has played a positive role in the cost saving, information acquisition and enterprise management. In specific, electronic commerce has brought the following aspects of positive influences.
2.1.1Reduction in the cost of corporate economic activities
With the help of modern communication technology and information tools, electronic commerce has directly reduced the cost of corporate economic activity. Social circulation has been speeded up and related costs have been reduced. Based on international network, the advantages of electronic commerce have ensured the reduction of the information communication cost. Goods selection and purchase could be realized through the Net.
Electronic payment is also available. The achievement of real time transmission of sales data leads to the result that only a small amount of retained stocks could ensure the satisfaction of demand. Therefore, the funds on the retained stocks could be reduced. In US, traditional books store have to keep the stock amount for 160 days for the selection of the consumers. However, Amazon only has to keep a stock amount of 15 days. Daily sales value of Amazon is the highest in all books stores in the US. Meanwhile, there is no need to establish retail stores for commercial organizations so that the rentals, payment of salesmen and some other expenses would be saved and the total commercial circulation cost would be reduced.
2.1.2Reduction in the information acquisition cost
For enterprises, the acquisition of information would be the first step for the grab of commercial opportunities. Electronic commerce has effectively reduced the acquisition cost of information. Modern electronic commerce is based on World Wide Web and its characteristics are openness and common shares of information. Through the connection to Internet, enterprises could receive information from the Net. Theoretically, the information of the Internet is cross-region or cross-boundary. Compared with traditional written advertisement, fax and telephone, the cost is comparatively low. The reduction in the cost of information acquisition could indirectly reduce the operational cost of economic entity and could improve the operational environment of the enterprises.
2.1.3Promotion of products innovation
2.1.4Improvement of management level and environment
2.1.5 Extension of corporate impact and the establishment of future corporate competitive advantages

2.2 Consumption features of target customer of digital products e-business website
2.2.1 The ages of the digital products customers group are various
2.2.2 The popularity degree of digital products is low
2..2.4 Main obstacles to the purchase of digital camera for customers(san,2004)
2.2. 5 Main influential factors on the consumption of digital products (san,2004)
2.2.6 Perceived brand quality of homemade products rocketed
2.2.7 Brand Identity features of customers (taking digital camera as an example)
2.2Marketing strategies aimed at the target customers of e-business website ( taking MP3 player as an example)
2.3.1 Water-proof, recording and FM is the mainstream function creation for MP3 players in the near future.
2.3.2 Internet is the main channel for customers to obtain the product information of MP3 players
2.3.3 Aigo, Samsung and Zarva is the top three preferred brands for customers
3.Writing objectives
4．Ｍethodology
4.1 Qualitative analysis
4. 2 Questionnaire survey
4.2.1 Questionnaire survey
4.2.2 The advantages and disadvantages of sampling questionnaire survey
4.3 PEST analysis
4.4 SWOT analysis
4.4.1 Strength analysis
4.4.2 Weakness analysis
4.4.3 Opportunity analysis
4.4.4 Threat analysis
5.Writing progress arrangement
6．Bibliography：