Online Shopping Business Optimization From The Perspective Of Customer Perception Risk Of SenSen GuangZhou

In2011China’s online retail market transactions reached801.9billion yuan, online shopping users reached203million people. Huge profits in the market, the rapid increase in online shopping users, attracts many enterprises tested online sales, more and more enterprises come online. Guangzhou Sensen, as the new personality in online shopping industry, his online shopping business have many problems like low turnover,high return rate and high customer complaints. Analysis of the network behavior of consumers in a competitive market environment, and to stand in the customer’s point of view to consider the actual situation of the shopping platform, businesses trading, service and other aspects of the company can improve the quality of service and performance levels, and enhance the competitiveness of enterprises.Based on the above background, this article is to sort out the basis of the relevant theory, first expounded the theory of online shopping, the theory of consumer behavior and perceived risk theory and related knowledge, Guangzhou Sensen, as second section describes the status of the online shopping business, including Company background, business model, business data, and so on. Then combine theoretical focus of the company in2011-2012online shopping business turnover data analysis. Analysis of the status, Guangzhou Sensen, as the online shopping business major low website traffic, target turnover completed low order conversion rate is low, low online transactions, low online payment rate, return rates high, high rate of customer complaints and other issues. According to the existing problems, the application of consumer behavior theory and the theory of perceived risk target customers re-positioning, target customer perception risk analysis, re-determine the choice of network sales of goods principle and transform the online shopping platform, improve the after-sales service optimization ideas. From the perspective customer Perceived risk and reduce consumers’ perceived risk as a precondition the various optimization ideas proposed optimization recommendations. Finally, the program improvement and perfection, as well as the implementation of the program in risk averse, program implementation risk circumvention technology risk, liquidity risk, legal risk, reputation risk in four areas to be discussed.The B2C e-commerce market is competitive, and the position of SenSen is poor, and a far cry from the average performance, the company exist a crisis of survival. In-depth analysis and research papers on the Current Situation of Guangzhou Sen, as the company’s online shopping business, today’s consumer online shopping behavior and psychological profiling perceived risk from the customer perspective, according to consumer preferences, the company’s online shopping business optimization and transformation, and to enhance the competitiveness of the company, the company can continue to survive in the fierce market competition environment.