基于用户群的细分挖掘运营商在电子商务上的机会

doi:10.3969/j.issn.1000-0801.2012.07.004

Abstract

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

Liang Zhang,Bin Wang. Seeking Carrier's Opportunities in E-Commerce Based on Customer Segmentation[J]. Telecommunications Science, 2012, 28(7): 10-14.

细分用户群	特点描述
学生	年龄介于18～25岁的在校学生
普通白领职员	年龄在18～40岁，职业是公司/事业单位/政府员工，大多处于事业的上升期，月收入集中在2 000～5 000元
中高层管理人员	年龄在26～40岁，任职于公司/事业单位/政府的管理岗位，月收入集中在4 000～10 000元，一般具备较高的消费能力
私营业主/个体户	年龄集中在18～40岁，活动场所多固定在自己的店铺内，一般拥有较多的上网时间

	学生	普通白领职员	中高层管理人员	私营业主／个体户
服装配饰	72%	92%	87%	89%
话费充值、上网卡充值	72%	69%	73%	79%
数码产品	44%	71%	73%	84%
书刊	80%	62%	58%	42%
食品百货	52%	57%	65%	37%
美容护肤产品	48%	57%	58%	58%

选择网购网站的原因	比例
价格优惠	83%
网购品种多	59%
有第三方支付方式，比较安全	52%

拉动措施	学生	普通白领职员	中高层管理人员	私营业主/个体户
提供价格更加优惠的产品	77%	80%	83%	63%
增加网购品种	35%	38%	39%	38%
以运营商名义对产品质量进行承诺	29%	55%	53%	46%
增加第三方支付方式，比较安全	39%	32%	30%	58%
设置专门物流中心送货，更加及时	26%	19%	15%	8%
售后服务好	35%	36%	33%	50%

原因	没有网购的客户	不在运营商网厅网购的客户	不在运营商网店网购的客户
网购价格不比现场购买便宜	20%	74%	52%
网购没有实体产品参考，不方便	34%	26%	52%
网购品种不多	15%	44%	23%
担忧网购产品的质量	46%	26%	18%
担心网上支付不安全	39%	7%	16%
担心送货不够及时	14%	7%	9%
担心售后服务不够好	35%	41%	34%

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

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细分用户群	重点推送产品	宣传重点
学生	手机卡（手机号码）和手机套餐	优惠的线上价格，支持第三方支付
普通白领职员	手机充值卡和手机卡（手机号码）	优惠的线上价格
中高层管理人员	手机充值卡和手机套餐	优惠的线上价格
私营业主/个体户	手机充值卡和手机卡（手机号码）	优惠的线上价格，支持第三方支付，并且提供良好的售后服务

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