Seller Segmentation And Differentiation Strategy Analysis Of E.Com Marketing

In recent years, China C2C e-commerce market presented a good situation of a fast growth. Some experts explored C2C e-commerce market aspects of market environment. Some experts studied on the factors which influence e-consumer's shopping behavior and shopping decision-making and propose the development and the marketing strategy for C2C auction website in order to satisfy different demands of e-consumer. However, there is a lack of research and analysis on e-seller which is an important component of C2C market. The healthy development of C2C e-commerce market must base on the healthy development of both e-consumer and e-seller. Therefore, we must make a study of e-seller and propose the development and the marketing strategy for C2C auction website from the e-seller's standpoint. Utilized the behavior data of E.com, we make a intensive study of e-seller.This paper firstly introduces the theory of market segmentation and differentiation marketing and proposed carries out e-seller segmentation from their behavior patterns, picks out 19 segmentation variables of transaction behavior, service used behavior and the background of e-seller. Use two-step cluster analysis in a random sample of 10000 e-sellers and obtain 8 clusters of e-seller.Analyzing the relationship between the development of seller and the development of C2C website, the paper constructed seller cluster selection and evaluation system, which contained the seller attraction appraisal system and the E.com seller cluster development feasibility appraisal system. Then, we conduct a questionnaire survey and expert interview to identify potential seller cluster for E.com development. According to the"Attraction-Feasibility"choice model, we pick out 3 focus seller clusters, and point out the attractiveness of these seller clusters and the comparative advantage and weakness of E.com.Finally, utilizing the differentiation marketing theories, the paper proposes the different position for the brand seller, the middle and small seller, and the individual buyer. For the brand seller, E.com will provide the comprehensive e-commerce solution. For the middle and small seller, E.com will be roll booster and accelerator of their career. For the individual buyer, E.com will help them to experience and enjoy selling on the internet. The paper also proposes different product strategy, price strategy, service strategy and promotion strategy for these three seller clusters.