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正文目录
1 中国网上零售现状研究 ......................................................................................11
1.1 商业模式研究 ............................................................................................................11
1.1.1 B2C 产业链结构 ....................................................................................................11
1.1.2 商业模式发展周期 .................................................................................................12
1.2 中国 B2C 市场主要特征 ...........................................................................................15
1.3 用户规模 ...................................................................................................................16
1.3.1 网民用户规模 .........................................................................................................16
1.3.2 网购用户规模 .........................................................................................................17
1.3.3 活跃用户规模 .........................................................................................................18
1.4 市场规模分析 ............................................................................................................19
1.4.1 整体成交额份额 .....................................................................................................19
1.4.2 3C 类成交份额 .......................................................................................................20
1.4.3 非 3C 类成交份额 ..................................................................................................21
1.4.4 母婴类成交份额 .....................................................................................................24
1.4.5 图书出版类成交份额 ..............................................................................................25
2 中国 B2C 企业竞争力分析 ................................................................................29
2.1 中国 B2C 竞争力分析 ...............................................................................................30
2.1.1 订单量对标分析 .....................................................................................................30
2.1.2 流量转化能力 .........................................................................................................31
2.1.3 供应链能力 ............................................................................................................32
2.2 中国 B2C 竞争力模型 ...............................................................................................33
2.2.1 竞争力模型研究方法 ..............................................................................................33
2.2.2 中国 B2C 竞争力矩阵模型 .....................................................................................34
3 中国 B2C 竞争格局趋势研究 .............................................................................35
3.1 未来市场规模预测 ....................................................................................................35
3.2 主要行业趋势展望 ....................................................................................................36
4 典型厂商研究 ....................................................................................................38
4.1 当当网 .......................................................................................................................38
4.1.1 厂商概况 ................................................................................................................38
4.1.2 主营业务 ................................................................................................................40
4.1.3 商业模式分析 .........................................................................................................41
4.2 京东商城 ...................................................................................................................43
4.2.1 厂商概况 ................................................................................................................43
中国网上零售 B2C 竞争力研究报告 2012 2012 年 10 月
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4.2.2 主营业务 ................................................................................................................44
4.2.3 商业模式分析 .........................................................................................................45
4.2.4 主要发展事件 .........................................................................................................46
4.3 凡客诚品 ...................................................................................................................48
4.3.1 厂商概况 ................................................................................................................48
4.3.2 主营业务 ................................................................................................................48
4.3.3 商业模式分析 .........................................................................................................50
4.3.4 主要发展事件 .........................................................................................................51
关于易观智库 .......................................................................................................53
易观智库主要特色 ................................................................................................53
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