The Research On The Network Shop-image,Based On The Innovation Value

With the arrival of the Internet era, people’s consumption habits and ways of shopping are also in changes gradually. The network shopping as a new shopping mode is gradually becoming one of people’s main shopping ways. In the huge market demand, Internet shops are increasing rapidly. From2005to2010, only in TaoBao, there were shops by176260grow to2616060, on average there were1355shops joining in TaoBao every day. Although to open a shop seems simply and quickly in TaoBao, to survive in so many similar shops is very difficult. According to statistics, the number of crowned TaoBao shops is only1.82%of the total. The jeweled TaoBao shops are only23.64%. Because of the network is virtual and easy imitation, many shops are same in numerous factors of the products and services. It is a terrific test to ordinary shop operators to make the shops survival and gain. Therefore, how to stand out form the crowd in so many similar shops and improve the percent conversion become the problems the network operators need to solve and face at the moment.Based on the above problems, this paper was based on the theories of value-innovation, shop-image and Internet-shop image. It was in the aim of finding a new way to rebuild the shop-image for the Internet-shopkeepers. By means of many theories study, we found the situation of Internet-shop-image could be improved through promoting customer value asserted factors and industrial chain value net factors. This text was based on the value-innovation theory, to apply the study tool of value-innovation-value-curve, which was proposed in the book named "The blue sea strategy". Via the real evidence analysis and the study of AHP, we established the current value-curve of the Internet-shop image. Analyzed the existing problems, we got the new value-curve, which was full of vitality.Through the study of the documents and empirical analysis, we get the following conclusions:firstly, there are six factors to influence the network shop-image include the interface design, product information, product delivery, service factors, sales and distribution services factors, of which the products and services factors are the most key investment for the most part of the shops. Secondly, the investment proportion and attach importance to the above factors are convergent in most of the shop, neither it is a high-end shop or a low-end shop. This is considered as one of the reasons to make the shops alike. Finally, combined with the cause of the problem, based on the theory of value innovation, through the analysis of existing market value curve, we adjusted the weight of all factors. To make a preference and reduce, put in a new influence factor—the credit system, the shop-image has a new curve. We wish this will lead the shop gain a new market, and will offer a new direction for the network operators in shop-image design.