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Digital Products E-commerce Web Site
1. Introduction
1.1 Nature of the Research
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.
（chen,2003）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.
1.2 Objective of the Research
2．literature review
2.1 Electronic Commerce
2.1.1 Definition of electronic commerce
2.1.2 Characteristics of electronic commerce
2.2 Overview of China’s electronic commerce
2.3 Key conditions in the development of China’s electronic
commerce
2.4 Characteristics of China’s electronic commerce development
2.5Impact of electronic commerce on China’s domestic enterprises
2.6 Fixation mechanism of target customer of E-business website
2.6.1 Market Segmentation to find target customers
4．Ｍethodology
4．1. Qualitative research method
4.2 Quantitative research methods
1. Definition of quantitative research method
7、Brand Identity features of customers (taking digital camera
as an example)
5. Recommendation and Conclusion
5.1 Recommendation
5.2Conclusion of the Dissertation
1、 The Development of E-business Requires the Positive Participation
and Common Push from Government and Enterprise
6．Bibliography：
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