Research On Acquirement And Application Of The Online Consumer Intelligence

These days, the number of Chinese web browsers has reached 137 million, of which only 23.6% have online shopping behaviors. So it is a matter of concern to how to develop the potential online shopping market. Many persons had researched online consumers' shopping process and influencing factors, and had achieved some results. But they have not specific methods to develop the potential online shopping market, and have not sum up online consumer intelligence. This paper holds the view that the first thing is to acquire online consumer intelligence, and thus improve the online store' product structure and marketing tools so as to attract more web browsers'online shopping.The main factors that affect online consumers'shopping behavior are consumers' psychological factors, personal factors and environmental factors. Online consumers' inner needs and motive is the drive of online shopping behavior. And the reference groups' influence has played a decisive role in the process of online shopping decision. In each stage of online shopping, enterprises can carry out its positive guidance to facilitate transactions.Amazon.com is a successful online retail website. Through the research of Amazon.com, My Virtual Model, and other web sites, we can discovers that online shops use the click data of online consumers to process data mining and provide personalized pages and a series of personalized recommendation services. The Virtual Model is used by online store to provide consumers with personalized service tool. Online consumers using Virtual Model for the trial can choose fit clothing, by which the lack of virtual merchandise is compensated effectively. The online shops using Virtual Model acquired a large number of online consumer purchasing information, and can infer the physical characteristics and dress preferences of consumer groups. The online store provides the personalized service tool that is convenient for not only online consumer shopping but also online store's information obtaining on consumers. According to the purchase goods choice of consumers, the online store decreased the blindness in decision making. In the Long Tail Theory, this prediction method is called"prior filters". The filtrated products accurately reflect consumers'demands and reduce operational risks greatly.The online store provides consumers with personalized directory for merchandise searching. In merchandise display, it often uses pictures and texts to describe the characteristics of merchandise. More display means should be explored further. Shopping Cart and Wish List are important online consumers shopping tools. The online store can identify potential consumers or reality consumers through seeing over consumers' merchandise classification. It also can estimate the merchandise demands in the future.The 1-Click ordering of Amazon.com provides customers a quick and convenient way to buy products. According to login information of Amazon.com's online consumer, shop merchants could confirm the online consumer's interest and then make recommendation on relative personalized selling. Recommended merchandise including: the function related merchandise which consumers want to purchase; the similar merchandise which consumers have purchased or cared; other merchandise which other consumers have purchased. In addition, the online consumers can give search suggestion to help others find such merchandise; and they can also name or see over the merchandise tag and comment. The tag can strengthen search functions of Amazon.com.In a word, the online store has a strong recommendation function. The online store could provide recommendation tools based the records of the entire online consumers'browsing and buying. This paper summarizes much intelligence about online consumers from the samples. The online shops need to expand the types of merchandise and use new methods to transmit and design merchandise.As discussion above, we can distinguish what products are best-selling, which indicates the shopping preferring of the majority, by study the click dates of online consumers. In fact, it is impossible that all of best-selling products could satisfy the needs of all web consumers. The 80/20 principle is a theory on the base of limited goods frame, and those sales of some products are more than others are general phenomena in both traditional and online markets. However, the online shop has his characteristic, which obeys it, but not governed by 80/20 principle. Based on the pure digital products, the long tail theory is born. To the visible product, merchants could try to reduce cost of production cost and circulation, but zero cost is impossible, so they can modify their structure of products and prolong the"long tail"according to the Long Tail Theory.The marketing objective is that online shops obtain the profits by attracting much more online consumer's shopping. Some web consumers, who are satisfied with their online shopping, will widely discuss the sales of online shops. And the consumers'comments on the online shopping are essential to the shopping decisions of potential online consumers, which is the most effective and low-cost advertise to the online shops. So, web merchants could make use of either viral marketing in the circle of the old consumers'friends by internet technique, or make relative recommendation according to the shopping tendency of one group. The innovations of Amazon.com's are Purchase Circles, FAQ, share the love, gift certificate and Shop with a friend.As the improvement in the standard of living, online shop consumers concentrate themselves on some novel, distinctive products and service with originality gradually. Some online consumers begin to design products by themselves in that they are seldom satisfied with the products developed by enterprise. Before the factory make products that satisfy the personality need, some online consumers could use the design box provided by enterprise to develop, improve and design products according to their own ideas.According to the discussion above, online shop merchant could enlarge the kinds of goods by using online consumer intelligence. In addition, that online consumers'participation in the decisions and transmission of commodities not only speed up the brand promotion, but also put the personality need of online consumer into practice further.It's the first time to definite the online consumer intelligence and do some research on the acquiring and applying online consumer intelligence by example in this paper. That research on acquirement and application online consumer intelligence, which is not only one important part of network marketing theory but also the important foundation of development electronic commerce and network marketing practice, has practical significance and Reference value.