淘宝皇冠网店研究课件.ppt

1、START HERESTART HEREStudy on the influencing factors of the operating results of Taobao Crown Online Shop -Based on the analysis of retail elementsBy Montgomery,Amphy,Daryal1of40Backgroud and ValueResearch DesignVariable DefinitionData Collection and AnalysisConclusionSuggestions and Expectations2of

2、40Backgroud and Value1.The rapid popularization of the Internet and the 1.The rapid popularization of the Internet and the booming Internet economybooming Internet economy2.Chinas C2C network market shows a dominant 2.Chinas C2C network market shows a dominant situation in Taobaosituation in Taobao

3、3.TAOBAO Crown shops will have a stable and loyal 3.TAOBAO Crown shops will have a stable and loyal customer base, high credit value and a large online customer base, high credit value and a large online shop flowshop flow3of40Research Designshop shop interfaceinterfaceCommodity Commodity featuresfe

4、aturesPricing& Pricing& PromotionPromotionServiceServicequalityqualityConsumer Consumer perceptionperceptionShop Shop interfaceinterface4of40product product featuresfeaturescommodity promotioncommoditypricingcommodityscalecommodityclassificationTrading evaluationServiceguaranteeCommunication channel

5、serviceservicequalityqualityconsumer consumer perceptionperceptionRetailelementspricing &pricing & promotion promotionpagelayoutInteractionCommodityinformationServiceintroductionstoreinterface5of401.The interface has a significant positive influence on the operating result 2.Product fertures have a

6、significant positive influence on the operating result3.The pricing and promotion of products have a significant positive influence on the operating result4.The service has a significant positive influence on the operating result5.Consumer perspection has a significant positiveinfluence on the opera

7、ting result Five Assumptions6of40 Sample choosingSample variety :Phone,Frock,Makeup (3 of the top 4 in taobao transactions) (from )Reasons:1.The number of annual sales2.The number of crown shops3.The number of everyday page views7of408of409of40product product featuresfeaturesCommodity promotionCommo

8、ditypricingCommodityscaleCommodityclassificationTrading evaluationServiceguaranteecommunication channelserviceservicequalityqualityconsumer consumer perceptionperceptionRetailelementspricing &pricing & promotion promotionPagelayoutInteractioncommodityinformationserviceintroductionstoreinterface10 of

9、40Trading evaluation11 of40Page layout1.Overall layout2.Visual effect3.Graphic design4.Function set5.Information bulletin12 of40 Interaction1.Communication area2.Weitao area3.Jianghu of him4.Taogang5.Collection number(100000)13 of40Commodity classification1.Abudant varieties 2.Convenience for custom

10、ers to buy3.Simple and clear classification4.Convinient for sellers to manage 5.Personal featuresVery bad(1) Bad(2)Just soso (3) Good(4) Very good(5)14 of40Commodity scaleThe number of goods1300 +515 of40Commodity Information1.Information about products price2.Product picture show3 Product related b

11、ackgound4.Information about products features &use5.Information about the functions&specifications16 of40Commodity pricing1.High price（500)2.Medium price(200500）3.Low price (500 +1most goods 200-500 +2most goods200 +317 of40Commodity promotionsDiscount（打折销售）（打折销售）,New product promotion（新品促销）（新品促销） P

12、ack the freight(包运费）包运费） AUTENT（特价销售）（特价销售）Limited-time seconds kill activity（限时秒杀活动）（限时秒杀活动）Auction(拍卖）拍卖）Red envelope(红包促销）红包促销）Members integral promotion（会员积分促销）（会员积分促销）Gift promotion(买赠促销）买赠促销）Lucky draw(幸运抽奖）幸运抽奖）18 of40 Service guarantee1.Real discription2.No reasons to return in 7 days 3.3 fo

13、r 1 fake4.Flash dilivery5. Authenic guarantee6.30 days maintenance free19 of40Service introduction1.Diversified ways of paying2.Detailed customer service area3.Express information query area4.Convenient return policy5.Special complaint channels20 of40Communication channel1.Wangwang2.Qq3.Phone number

14、4.Wechat5.Mail21 of40Commodity Commodity featuresfeaturescommodity promotioncommoditypricingcommodityscalecommodityclassificationTrading evaluationServiceguaranteeCommunication channelserviceservicequalityqualityconsumer consumer perceptionperceptionRetailelementspricing &pricing & promotion promoti

15、onpagelayoutInteractionCommodityinformationServiceintroductionstoreinterface22 of40Data CollectionData CollectionStore Interface23 of40Commodity FeaturesCommodity Features24 of40Pricing & PromotionsPricing & Promotions25 of4026 of40Service QualityService Quality27 of4028 of40Consumer PerceptionConsu

16、mer Perception29 of40Data AnalysisData AnalysisY:The operating results of crown shopX1:X1:Shop interfaceShop interfaceX2:Commodity featuresX2:Commodity featuresX3:Pricing& PromotionX3:Pricing& PromotionX4:Service qualityX4:Service qualityX5:Consumer perceptionX5:Consumer perception30 of4031 of4032 of40Regression Analysis33 of40THANK THANK YOUYOU