电信科学 ›› 2012, Vol. 28 ›› Issue (7): 10-14.doi: 10.3969/j.issn.1000-0801.2012.07.004

• 专题:移动互联网时代的市场营销 • 上一篇    下一篇

基于用户群的细分挖掘运营商在电子商务上的机会

张亮,王斌   

  1. 中国电信股份有限公司广东研究院 广州 510630
  • 出版日期:2017-02-22 发布日期:2017-02-22

Seeking Carrier's Opportunities in E-Commerce Based on Customer Segmentation

Liang Zhang,Bin Wang   

  1. Guangdong Research Institute of China Telecom Co.,Ltd.,Guangzhou 510630,China
  • Online:2017-02-22 Published:2017-02-22

摘要:

基于e声网的调研数据,重点讨论了目前网络购物用户群的细分,研究各细分用户群网上购物的行为和动因,分析各用户群在电信运营商网上营业厅的消费现状和评价以及判断他们未来可能的消费态度,最后建议运营商发展电子商务应针对不同用户群,突出重点,构建三位一体的电子渠道,强化自有网上营业厅的用户体验。

关键词: 电子商务, 网上购物, 用户细分, 电信运营商

Abstract:

This paper,basing on the survey data on China Telecom esaying website,introduces the segment of the online shopping customer,and researches the behavior and motivation of various segments of the customer.It also analyses various customer segments' current consuming situation and comments on the carrier's online business site,and tries to judge their possible future consumer attitudes.Finally,it recommends the carrier in the development of e-commerce should focus on different user groups,to build three in one electronic channels,and strengthen the user experience on its online business site.

Key words: e-commerce, online shopping, customer segmentation, telecommunication carrier

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