College Students shop online opportunities and
risks
Abstract
Online shop as a new entrepreneurial approach, it gives the opportunity to bring that contemporary college students, and there are risks and dilemmas, network-based entrepreneurial university students continued to decline, by analyzing the background and current situation of college students online shop, discusses the college online shop in practice the risks and difficulties, made way college students online shop. This thesis is a combination of the actual and the problems faced by their own online business to analyze, mainly from the college network and opportunities facing the college shop online shop to analyze the risks and difficulties.
Key words: College students; online shop; opportunities; risk;
Outline
I. Online business opportunity
1, policy support
E-commerce development is China's basic national policy. Accelerate the development of electronic commerce is to implement the scientific concept of development requirements, but also to deal with the economic challenges of globalization, the only way to improve international competitiveness is a necessary way to create their own brands, but also an essential means of promoting the efficient allocation of resources in the market. Therefore, our approach to the development of e-commerce as an important economic construction. Party Congress report states: "Information is to accelerate the industrialization and modernization of the inevitable
choice to adhere to information technology to stimulate industrialization, promote information technology ...... new road to industrialization.." Third Plenum is clearly pointed out: "vigorously promote open markets inside and outside, to accelerate market factor prices, the development of e-commerce, chain management, logistics and other modern ways to promote the free flow of goods and various elements in the country and fully competitive."
2, the market is huge
First, the network market is a global market. Unlike any regional technology, Internet is a global one, and it eliminates the barriers of distance, the domestic market and international market piece. In this market , without any intermediary, products and services will be able to send information to customers anywhere in the world .
Second, the network market with growth. The huge size of the market is growing fast forward . Only from the perspective of the situation in China , the annual growth rate of around 20%. From a marketing point of view, not only increase the number of Internet users , the quality is improving . Statistical Report on Internet Development previous China showed income of 2,000 yuan and above the gradual increase in the number of Internet users , Internet users in the institution staff and freelance share improved significantly. These networks indicate consumer spending continues to increase.
Finally, the network market is a highly personalized market . China Internet Development Statistics Report 19th show Chinese Internet users under the age of 30 accounted for 73 % of total Internet users . These people are the generation born after the reform and opening up , change their disparate consumer attitudes to their fathers happened. Traditional marketing concepts and methods can not meet their needs. Internet marketing and e-commerce with a convenient , interactive , efficient , economical , has incomparable superiority of the traditional mode of operation to meet the needs of individual consumers .
3 , low cost
(1) low- cost start-up online entrepreneurs . Business start-up costs are mainly needed to start a business house rent, office equipment. Internet businesses instead of using
cyberspace " facade " of the physical space. As opposed to " window dressing" by a few thousand , a few million more than the cost of rent , the rent cyberspace negligible . Year general personal web space or rental shop just a few hundred dollars , and some business projects or completely free , such as the " Maverick " in the form of provision of services on the network. Online entrepreneurs need to have a computer on the Internet can conduct operations.
(2) the cost of production . Network products can be divided into two types: tangible products and intangible products. Individuals intangible products mainly include consulting services, design services , etc., which this product without outsourcing costs , mainly by individual entrepreneurs knowledge and intellectual production . If it is to provide a variety of tangible products , network operators also help reduce inventory costs. Market demand information can be quickly transmitted over the Internet to the enterprise in the decision-making production, while the needs of the enterprise information can be transmitted immediately to the supplier to timely supplement supply in order to achieve "zero inventory " management, accordingly saving a lot of material procurement costs and inventory materials funds to bring the backlog .
(3) marketing costs . Marketing for the survival and development of enterprises play a decisive role . Internet marketing can effectively reduce marketing costs. Collect market information through the network , publishing business information, carry out service activities , advertising , cost than traditional marketing methods are much lower. According to statistics, the number of Internet advertising can increase sales 10-fold , while its cost of traditional advertising just 1/10 .
4 , convenient marketing
A lot of work in the business of marketing companies to collect the information needed , such as changes in consumer demand , desire for future products , such as reactive current marketing strategy , while the company's product information , production information, and corporate marketing strategies , spread out as widely as possible , and strive more people can receive and affected. Internet in the information transfer process has great advantages. Internet 's various functions can be used as
marketing tools such as websites , search engines, e-mail , instant messaging tools, network advertising. Internet network marketing business provides a new arena , providing great convenience for entrepreneurs to carry out marketing activities. II. the online venture
Opportunities and risks always exist . Online entrepreneurs are facing greater risks which although not bring losses to the entrepreneur , but increased the difficulty of success .
1，A fierce competition
As online venture capital threshold is low , easy to enter , a large number of entrepreneurs have entered this field, some traditional enterprises have Internet access, the market expansion into the network. This allows new entrants face enormous competitive pressure . In the field of online retailing of books, jewelry, electronics, food and other products , the competition is fierce. With "MP3 player " for example, March 27, 2007 There are 819 kinds sold in Dangdang online , there are 5 568 Sell on Taobao, eBay 1 184 sales information .
2 , the law needs to be improved and credit environment
At this stage, our legal system is not perfect online business , how traditional legal applications in a network environment is still in the exploratory stage theory . Electronic contracts , online payment, delivery and other issues , although a preliminary legal norms, but has not yet done a comprehensive legal protection. Personal privacy , fraud and other issues haunt consumers , not daring to make online shopping. Especially not a more perfect online credit evaluation and monitoring system , resulting in " receiving no pay ", " money does not ship " and other fraud have occurred, leading to decreased consumer confidence , credibility operators declined .
3 , high logistics costs
Logistics is an integral part of e-commerce , e-commerce also ensure implementation . E-commerce , capital flow and information flow can be done in the network, the logistics must be completed in real physical space . Logistics infrastructure
construction in China is relatively backward stage , low level of logistics information , logistics management system decentralized , low efficiency of logistics and distribution and not norms, lack of logistics management personnel. These leading companies in e-commerce activities in the logistics costs are too high, even with customer products can not be delivered to the customer.
4 , e-commerce security risk
E-commerce is conducted in an open network , a large business information payment information , order information, sales information , negotiation information , confidential business correspondence in a computer system , such as storage, transport and processing. Hacker attacks, computer viruses and other causes of business information stolen , tampering and destruction. Machine failures , errors, misuse, wrong information can cause transmission errors or failure to bring irreparable damage to the entrepreneurs.
III.Requirements for successful online venture
1 , the right attitude
To start, we must first put right attitude, the right to determine the business objectives . College students online business can not target a lot of money, but should create much value . Value for money and can reflect other substances , can also reflect the knowledge, skills , and other non-material cultural way . Value created by entrepreneurs both to bring their own value , but also bring value to the community . Ability to adhere to the success of the venture is an important factor , not the power source insisted money, but the value of the pursuit. In addition to the right of the goal, stick mentality , the entrepreneur should also have a positive attitude, pay mind, learning attitude , the mentality of cooperation, such a mentality can increase the likelihood of entrepreneurial success .
2 , product supply
Network market is a global market , the competition is fierce , a good product is the key to entrepreneurial achievement . Products for the network operators are mainly two types, one is the intangible product , and the other tangible products. Intangible
products include network services and information products. Network Services is the variety of services offered to users through the network . Best suited to provide services on the network are consulting services, education services, design services, travel services. Ctrip , the Chinese accounting Wang Xiao and other sites in the network services has already achieved remarkable results . Recent network of teachers has become the new darling of tutoring , online education services fully illustrated with good market prospects. Information products are mainly computer software and a variety of audio and video files. In our recent " Wik " began to pop up , so-called " Maverick " is the person on the network to sell their intangible ( knowledge goods) . According to statistics, China -related websites nearly 50 Witkey scale has more than 60 million people , and 30 percent annually. These phenomena are described in the Internet age , as long as the creative and entrepreneurial wisdom through simple acts can , turning it into wealth.
Network management products is second tangible products , but not all products are suitable for sale on the Internet . Generally the product meets the following conditions have an advantage in online sales :
1)smaller easy to transport products ;
2) higher value-added products ;
3) have unique or trendy products ;
4) through the website to know it can inspire Browse those who desire to purchase the product ; under
5) network no, only the Internet to buy products, such as foreign trade order products or products directly from abroad brought back . For operations such products entrepreneurs, success is to have a suitable premise sources .
3 , market positioning
Porter theory suggests that one of the strategic objectives gathering measures to improve competitiveness. Entrepreneurs have limited resources to be successful, it must be the network market segments , based on the selected target segments of the market as their clients.
In general, the network market can be broken down into the following categories :
( 1 ) the male consumer market . Male citizens are roaming key personnel , as well as the major part of the network market. Durable consumer goods, health care and real estate is their concern goods.
( 2 ) the young consumer market. Young consumers, especially young consumers an absolute proportion of staff in the use of the network . A variety of novel information, games, communication tools , star album , sporting goods are goods they seek .
( 3 ) has a high level of professional and cultural level market . Teachers, students, scientific and technical personnel and government officials in a higher proportion of Internet users , they also have a high cultural level . Computer hardware and software , books, office supplies, Ticket Service is concerned about their products .
( 4 ) middle-income market . When the network becomes a fashion , the people will access the slightest conditions , including low-income people ( I think that is a typical low-income student population , but the largest proportion of them are Internet users ) . Middle or low income levels are most concerned about daily necessities, they welcome the most inexpensive commodity .
( 5 ) do not want to face the salesman 's customer markets. Involving personal privacy of people do not want to buy the product at the mall , and are willing to buy online , such as adult products .
( 6 ) the female consumer market . The proportion of female Internet users have gradually improved, female Internet users pay more attention to clothing , beverages and other goods.
4 ,Marketing Tips
In the vast ocean of information to make their products and services stand out , we must have a good product , but also requires a lot of marketing skills. Entrepreneurs to take advantage of a variety of network marketing methods and tools. Internet marketing methods include permission E-mail marketing, search engine marketing , membership marketing , viral marketing, link exchange , network advertising. Internet marketing tools include search engines , Web sites, e-mail , mailing lists , instant messaging tools , BBS, newsgroups, blog and so on. Entrepreneurs should choose the appropriate method based on customer demand and their own resources in order to
achieve the best marketing results .
References
1.Donghui Liang. Network Marketing [M]. Beijing: Higher Education Press, 2002
2.Zhang in. Witkey Ulrich net hunting life [J]. Volkswagen Financial Advisors, 2006 (11)
3.Liu Chunying. New ideas for entrepreneurial graduates - Create Online Store [J]. Liaoning Administration College,
4.Yang Yingmei. Risk Perception and online shopping network operators behavioral constraints [J]. Modern Business: 2010 (23).
5.Zhu Anping. On-line shopping and the security risks and preventive measures [J]. Network wealth, 2010.4
消费者市场的国际化趋势
摘要：
新信息化时代，宏观市场环境瞬息万变、市场竞争日趋激烈，如何明确消费者国际化创新，对企业开创营销新局面、提升消费空间具有重要的理论及现实意义。本文通过自我见解，认为消费者市场的动向，有了更深一层的曾酌，要提高经济化市场，就要开拓国际化消费者群体，给其提供更国际化的服务水平，逐渐形成更国际化的水准，对国家面向国际化趋势有很大的作用。并以此为基础揭示了市场创新的驱动因素，进而提出了相关应对策略。
关键词：消费者; 国际市场; 发展; 趋势;
提纲：近些年来，消费者迈向国际化的步伐不断加快，越来越多的企业开始到国际市场上参与竞争。同时，企业与消费者已经不满足于“中国制造”，仅仅扮演加工厂的角色，而更多的外国品牌得到了中国消费者的接受和认可。到目前为止，中国品牌的国际化已经经历了多种模式的尝试，并且得到很多的成功。 同时，不容小觑的还有强大的消费圈，当中的消费能力也逐渐在延伸，随着时代的变化生活的创新，更多的人会去提高自己的生活水平，自然而然形成更多有能力以及国际化的消费人群，这样促使了人平均的消费水平，对物质的高要求，扩大生活标准，对市场上的国际化趋势有很大的作用。因此，在国际化的热潮中，我们需要冷静客观地思考：中国企业如何才可以实现国际化？为此，中国企业又需要做出怎样的准备？中国市场又如何提高消费者的国际化消费水平？本文拟就此作些探讨，以供参考。
消费者市场的国际化趋势
一、消费人群国际化标准（顶格，12号字）
1、为公司及产品带来的良好口碑
（1）提供更优质的国际服务水平
积极拉近与客户之间的关系，公司优质服务水平不断提升。建立差异化服务机制，加强群体沟通，通过热心、细心、耐心的“三心”服务，努力实现和谐共赢。坚持以客户需求为出发点，以更加高效、更加便捷、更加优质的服务，让客户满意放心。
（2）提供“自主消费”空间
提供给消费者独立的空间，在自主舒适的购物环境下购物，以及愈趋多元化的消费取向。这些均会为21世纪的消费市场带来不少新气象。随着从计划经济过渡至市场经济，社会经历着很大的转变，人们开始接触到"消费者"、"自我"这些新观念，但对这些新观念的理解却是十分稚嫩的。对于一般老百姓来说，无论是面对着快速的社会变化或琳琅满目的商品选择，虽然一方面感到既新鲜又具吸引力，另一方面却有种种的不适应和不确定。"从众心态"一词恰到好处地描绘了这时代消费者的心态。消费者逐渐趋于自主和个性化，随此而来是另一个重要的趋势：消费行为走向多元化，以及出现由于生活型态不同而导致的市场细分。即使是年纪和生活水平相当的消费者，由于各人选择的生活形式不同、或有着相异的心态、价值观，而会表现出不同的消费价值取向。
（3）提供更好的跨境销售时机
随着电商的广泛发展，越来越多的市场机遇面向国外，而消费者的观念也不断的改变，同时也为企业以及消费者提供了更多的机会，不断的创新，不断的进步，形成了国内外一条罗马大道，对进出口行业创造了更好的销售机会，产品的多元化，也形成了一定的多元化销售群体。消费者有更多的选择余地，创造了一个便利的跨境自选空间。比起以往的守旧销售，现在显得愈来愈多的消费者有了自己的自主意识，同时在要求上更加提高，对各企业或者在国际上都是一种可喜的景观。
2、为消费者带来的潜在益处
（1）更多选择
除了给消费者提供更多元化的自主空间，还要提供更多元化的选择。提供给消费
者更多的国际化条件，"国际化"是"进步"的象征，中国消费者会进一步接受外来新事物、新概念。自然会缩短与国家之间的经济距离。也会逐渐趋向国际化。但在一步步国际化的同时，找出并坚持中国本土特色的要求将会更明显。这些价值观将影响消费者如何选择。同时，便有了更多的选择机会。
（2）更多信息资讯
更多快速发展的平台在不断的吸引消费者的目光，包括各大国际化电商等第三方支付企业和京东商城、亚马逊等网络购物平台的国际化战略应运而生，对海外市场表现出极高的热情。 给消费者提供更多的便利，消费者是它们最着重的服务对象，更多信息化的宣传推广源源不断的引入市场，以各式各样的方式呈现给消费者，让消费者更好的消化其中。
（3）更便捷的沟通
提供给消费者的双向互动，创造信息时代的沟通平台，随着各国家的文化差异，许多消费者在选择时还有一定的阻碍，随着时代创新，市场的进步象征，有更国际化的条件引进，提供更方便的沟通条件，沟通是维系消费者的桥梁，通过这些新媒体信息更好地接触消费者，从个人化的层面打动消费者。品质、真诚和交流，这是典型的个人化沟通，是一种相向的感觉及文化经验。对市场国际化是一个很好的发展机会。
二、消费者市场五大趋势
1、品牌效应
消费者对品牌的期望在持续上升，在经济发展水平和人民生活水平大幅提高的当代社会，消费者在购买商品之时越来越重视品牌效应。所以企业如果想要占据更大的市场份额，必须充分把握消费者购买时的品牌要素考量心理。世界著名市场战略家在分析未来市场品牌的意义时曾指出：“有两类竞争者是成功的。一类是强有力的品牌忠诚度。这类公司能够在全世界范围内谋求利益;另一类是专门化的或定位很好的品牌。这是一些小的竞争者。”应该说，这位战略家指出了中国消费者市场所面向国际化的必然出路。俗话说的好：“不想当将军的战士，不是好战士。”那么就需要不
断的扩大企业规划，想办法走出城乡，走向全球，像国际化走进。而要想完成国际化，企业就一定要注重品牌的打造。当然，企业要知道要想完成国际化，品牌忠诚度很重要。要稳稳抓住消费者对品牌的认知度。不过这种稳定也并非绝对的，稳定的前提条件是消费者对品牌的认同标准、市场环境、企业的主营业务不发生改变。从大的方面来考虑，一个国家想要提高竞争力就必须要提高国家的经济实力，这绝对不是一个空的概念。同样，企业想要做到长远的发展就必须要做好全面的计划和准备，做好企业品牌，利用品牌效应来促进企业的发展。更好的向空计划发展。
2、多元化选择 随着国内各消费市场的活力持续增强，国际化程度不断提升、个性化的消费需求被广泛提出。主流产品相对集中，各个企业的产品线大同小异，没有根本的改变。而随着市场区域化、国际化竞争的加剧，产品无疑将成为决定竞争走势的重要因素，唯有以技术创新推动产品创新，继而延伸到营销层面的出奇制胜，才能不断满足个性化、多元化的消费需求，多元化的选择空间。带动企业赢得新一轮市场角逐。 在突出产品个性的同时，迎合消费者对需求、感官的心理取向，从而实现品牌价值与品质特色的高度统一。也实现了消费者的自我消费空间。
3、健康潮流意识
人们消费理念的变化，越来越多地要求时尚、休闲，注重情感消费，对健康、绿色、快捷、便利有更高的期望；健康肯定是现时中最重要的潮流之一。消费者除了在物质上的满足之外，更多的懂得提升自己，越来越多的消费群体营造出了关于绿色健康的潮流意识，这无疑对对企业是种新发现，也是因为这样，给消费者更好的接收到国际化平台，消费者对追求健康十分积极，更加注重关于健康的知识，也更加的信赖国际化的健康环保理念和产品。而海外很多的健康食品，相对国内来说，更为严格和放心，而消费者也更安心的选择，这对各国的市场有很大的推动。
4、消费信息时代
促进信息消费，要把握好市场导向，改革推进，有序安全发展的原则，推进信息化深度融合，当今时代，已经进入网民时代。信息消费和信息生活已经进入到千
家万户具体每一个人的身上，我们都不可避免的要和信息消费产生联系，所以如何在信息时代提前抢占信息消费市场的制高点，合理引导，拉动国内消费市场需求，推动产业的升级。同时，对于消费市场的安全环境也不容忽视，防患未然，信息消费市场的系统才能更稳健安全，必须加快推动信息时代消费者速度，才能赶上其他国际化信息建设的步伐。
四、 结论 随着经济的飞速发展，消费者市场无疑会遇到很多的机遇，同时也面临这很多的挑战，要想让更多的消费者更好的面向国际化，也让更多的企业在国际化市场立足，首先应该从“自我”做起，树立创新的消费空间之余，还要懂得把握好时机，懂得更好的去运用网络信息时代，以此去拉近消费者步向国
际化的步伐，让我们的消费经济更加国际化。
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