Feasibility analysis and planning report of small-scale online sales of digital products 1. The analysis of commodity characteristics of digital products should discuss the commodity characteristics of digital products, so it is necessary for us to look at the definition of digital products first. What we usually call "digital" refers to digital products containing "digital technology", such as digital cameras, digital video cameras, digital learning machines, digital walkman and so on. With the development of science and technology and the emergence and development of computers, a number of products with numbers as recording marks have appeared, replacing traditional movies, videos, tapes and so on. We collectively refer to this kind of products as digital products. Such as TV/computer/communication equipment/mobile or portable electronic tools, etc. Have been digitized to a considerable extent. With the progress of new technology and new technology, the physical market of digital products is developing vigorously. This is manifested in the integration and specialization of digital products. Integration is a multi-purpose machine. For example, in the field of communication and mobile phones, a mobile phone can basically replace all digital products. Specialization is dedicated to special planes, that is, on the basis of horizontal expansion, the basic functions of products are continuously strengthened in depth. With the listing and updating of various digital products, the price war in the digital market is in the ascendant, and digital products are gradually becoming popular and popular. But at the same time, the development of digital products market is accompanied by many problems: the management in the marketing field is relatively backward, which is characterized by small scale, poor image and inadequate service, which hinders the further development of the market. Digital product operators lack market awareness, team awareness, network awareness, enterprising awareness, brand awareness, service awareness, innovation awareness and overall quality, which have become the bottleneck of the current development stage of digital industry in China. Second, the feasibility analysis of online sales of digital products. When it comes to sales, we must talk about the emerging online sales in recent years. Network sales, as the name implies, is to sell products through the Internet. For example, at present, we are familiar with various online shopping platforms, such as Baidu You Ya, Taobao, Reading and Reading Brand Network, Yi Bei, Paipai, etc. Sellers sell products for buyers to choose from through online trading platforms, which is a consumption trend of residential economy. Like many emerging disciplines, "network marketing" does not have a recognized and perfect definition. Broadly speaking, all marketing activities that take the Internet as the main means to achieve certain marketing goals can be called network marketing (or network marketing). In other words, network marketing runs through the whole process of enterprise's online operation, including information release and information collection, and has always been an important content in the stage of e-commerce with online transactions as the main part. For the understanding of network marketing, some scholars or network marketing practitioners often focus on some different aspects in their research and understanding of network marketing: some focus on the technical realization means of the network itself; Some pay attention to the promotion skills of websites; Some people equate online marketing with online direct selling; Others classify the online sales model of emerging e-commerce companies as the category of online marketing. On the theory and method of network marketing, some monographs have been published in China, and many articles have also been published in professional newspapers. More information appears on Internet-related websites. Looking at the existing viewpoints, a complete system has not been formed. In the face of a lot of information, it gives people the feeling that trees can't see the forest. In order to understand the whole picture of network marketing, it is necessary for us to give a relatively simple and reasonable definition of network marketing for the time being. From the perspective of "marketing", it is defined as: network marketing is an integral part of an enterprise's overall marketing strategy, and it is a marketing method based on the Internet and with the help of its characteristics to achieve certain marketing goals. In a narrow sense, online sales are also called online store sales, that is, sales on Taobao, Paipai, You Ya and other websites. Online shop sales, also known as pre-sales customer service, is a subdivision of online shop customer service, which is mainly a kind of work to realize customer consumption through online communication or telephone communication with customers through instant chat tools, similar to the work of traditional shop assistants. In 2009, the total consumption of netizens in China exceeded 700 billion, reaching 71604 million. Some scholars said that the reason why the per capita consumption is declining and the overall consumption is still increasing is because the consumption intention of the old netizens among netizens has not dropped significantly. On the other hand, the rapid growth of new netizens has also promoted the overall online consumption. From here, we can see that the age structure of online consumers presents a trend of "Xian Yi for all ages". On the one hand, it is the consumer market dominated by netizens in the senior high school entrance examination, on the other hand, it is more and more important for new netizens, especially young netizens, to pull online consumption. According to the research data of DCCI Internet Data Center, from 2006 to 10, the scale and trend of online retail transactions of digital products showed a rapid growth trend. In 2006, the online transaction volume of digital products was only 4.4 billion yuan, which increased to 41500 million yuan in 2009, and reached 79.3 billion yuan in 10, which was close to 17 of the transaction volume in 2006. Geometrically irregular growth tells us that there are huge economic benefits in the online trading market of digital products. From the perspective of trading platforms and online sales channels, the trading activities of digital products on large trading platforms such as Taobao and Baidu are relatively concentrated, such as Paipai.com, JD.COM Mall, eBay.com, and especially Taobao.com. In DCCI's report "Analysis of the Competition Pattern of Online Shopping Platforms in IT Digital Industry", Taobao's total monthly visit PV is between 500,000 and 2,000,000 (unit:/kloc-0,000,000), with monthly visits. From the distribution area of online sales channels, the eastern first-tier cities such as Guangdong, Zhejiang, Jiangsu and Shanghai account for a relatively large proportion, reaching 17.9%, 10.59%, 9.62% and 7.79% respectively, followed by the northern first-tier cities such as Beijing and Shandong. In this way, I have a clearer goal in the main factors such as the object of online sales, consumer groups, trading platforms and relying places. 20 10 in the ranking of popular commodities in online trading of digital products in the first quarter, mobile phones topped the list with a turnover of 3.828 billion yuan, followed by computer hardware/desktop/network equipment, notebook computers, digital cameras/camcorders/network equipment, etc. , hovering between1500 million yuan and1000 million yuan respectively. Relevant surveys show that mobile phones, notebooks and other fast-updating digital products have a wider audience in consumers' minds than other products (such as clothing, shoes and hats), and their prices are relatively reasonable, so they are more easily accepted by consumers. The purpose of listing the above data is only to illustrate the possibility of my network management, with mobile phones as the main types, computers, notebooks, digital cameras and other varieties. To sum up, I chose Taobao as a trading platform with obvious brand and customer advantages, relying on my hometown-Tianjin, a first-tier city, relying on social and geographical factors such as close proximity to Beijing, developed land and water transportation, good economic foundation, high technology level and broad market, and started my business activities through my accumulated experience and interpersonal network in selling mobile phones and digital products. As for the funds, one is through relatives and friends and the other is through bank loans. On this basis, first go to the bank and set up an online banking trading account to facilitate electronic payment. In terms of logistics, Tianjin railway has developed sea and air transportation, which can meet the different requirements of different customers for the delivery length of goods. In this way, my business plan has been effectively guaranteed in logistics, capital, information and commerce, and I can carry out the next activities. Third, risk prediction, precautions and defense. Online trading of digital products will be risky, which we have always known. In all kinds of fraud cases of online transactions, most of the stories we see are that buyers were deceived and only after many twists and turns did they safeguard their legitimate rights and interests. But in the actual transaction, the seller's money and goods are empty, and there are many examples of heavy losses. In general online transactions, due to the characteristics of the goods themselves, there are often situations such as the seller's goods have been sent but not paid, the goods have been sent but there is no reason to return them, the fraud of bulk commodity transactions, the disclosure of confidential information of funds, or cyber hacking attacks. Combined with the relatively high transaction amount of digital products, it can be considered that once it appears in the transaction process, it will do great harm to both buyers and sellers. Therefore, before trading, we must first take safety precautions. Due to the particularity of online trading media, the success of trading is bound to have a great relationship with the computer and network environment. Biru hackers can take advantage of the current computer system vulnerabilities, remotely load Trojans to the local area, and steal users' files and passwords of various accounts. Therefore, regularly updating the system, downloading anti-virus software and regularly killing computers have become the guarantee to ensure the stable operation of the online trading system. Secondly, in the process of trading, we should make a favorable trading strategy as much as possible, use Alibaba Want Want and other trading chat record query software, reach an agreement with the buyer as much as possible, determine the details, and keep our chat records. Here, in view of the relevant provisions in the complaint mechanism of Taobao transaction disputes, chat records are an important source for Taobao to investigate and collect evidence when handling disputes as an intermediary. Of course, if Taobao can't give a satisfactory answer to the dispute, we can also seek solutions from consumer associations and industrial and commercial administration departments. Finally, it is very possible to make good use of online trading tools such as Alipay. Looking at all kinds of online cases, we can find that whether the buyer is cheated or the seller is cheated, many of them are caused by the negligence of the operator (such as confirming the receipt before arrival). If you want to make good use of trading tools, you must understand the methods and rules of their use and try to be foolproof. Fourthly, the choice of business model for online trading of digital products is all my thoughts on online sales. Without the above preparation, even if my supply quality is good and my brand awareness is high, it is only a matter of time before I fail. The following will involve the key link of online sales-the choice of e-commerce model. When it comes to the determination of e-commerce model, it is necessary for us to discuss the related concepts of e-commerce model. Business model is a conceptual tool, which contains a series of elements and their relationships, including strategic objectives, target customers, income and profit sources, value chain and core competence. The main types are business-to-business (B2B), business-to-customer (B2C), customer-to-customer (C2C), customer-to-government (C2G) and government-to-government (G2G). The e-commerce mode involved in this paper is mainly business-to-customer (B2C). Therefore, this mode will be described in detail below. What we generally call B2C mainly consists of three parts: a shopping mall website that provides online shopping for customers, a distribution system that is responsible for the distribution of goods purchased by customers, and a bank and authentication system that is responsible for customer identity confirmation and payment settlement. As one of the most mature business models of e-commerce, B2C mode allows enterprises to lock consumers through the network and create value to the maximum. At present, the mature B2C models are: portals, e-retailers, content providers, trading brokers and community service providers. Relying on the online trading platform to trade goods with online customers, its revenue model basically belongs to the way of charging service fees. V. About Marketing Strategy According to the analysis of DCCI-20 10 Online Shopping Market Development Guide for IT Digital Products in the First Quarter, from 2006 to 10, consumers of digital products accounted for 66.49% and women accounted for 33.41%; On the other hand, in the age structure of consumers, young people aged 25-29 account for 34.7%, namely 30-34 years old (25.5%), 18-24 years old (18.9%) and 35-39 years old (10.7) As can be seen from the above two sets of data, most of the consumers of digital products are young men aged between 65,438+08-35, who have just left school and started working or have not worked for a long time. This part of consumers' income is relatively stable, and they have unparalleled enthusiasm for digital products in other age groups, and are keen on making long-term investments in the consumption of constantly updated digital products. Most of them have their own circle of friends and colleagues. Once a brand has formed a good reputation in their group, it will quickly produce communication effects. Secondly, young women of the same age can also be regarded as a consumption force that cannot be ignored. Therefore, in view of this, at the beginning of the establishment of online stores, brands and customer groups have not yet formed, and product sales should focus on the above groups. First, in order to quickly accumulate a large number of start-up funds and recover costs; The second is to cultivate a stable and reliable customer base. Specifically, in the distribution strategy, we should choose the right logistics company based on the principle of proximity and cost saving; Because it is an early operation and the storage space is limited, it can be purchased in small quantities. At the same time, the goods will be delivered in time. In terms of product strategy, due to the particularity of online sales, I hope to improve the brand and performance of products and meet the tastes of young customers as much as possible. In terms of price strategy, I hope to control the cost of purchasing goods first, so as to set the sales price as low as possible; When purchasing goods, I hope to work out a reasonable price combination. A model with a good brand and a short time on the market may not be very salaried, but the brand is average and the performance is average. However, a model with a long time on the market may be more affordable, and its popularity is much higher than that of a new model, but its comprehensive strength is naturally not as good as that of a new model. When I buy again, I hope to make a proper combination of the two, so that the goods I sell can not only attract people's attention, but also have classic styles and a wide and long audience. In the promotion strategy, in addition to the normal holiday specials, anniversary celebrations and other preferential activities, I hope to launch some products, VIP shop member areas, full discounts and refunds. According to the DCCI report, the prime time from 6 pm to 9 pm is the peak time for consumers to browse goods and place orders. I can also launch a promotion combination such as "Time Discount Zone" during this period. In this way, all kinds of strategies in distribution, products, prices, promotion and other aspects are organically combined, thus overcoming the dilemma of "being cornered" in the early stage of operation. After a period of time, our store has made a great leap in word of mouth, service and product quality, and also has its own stable small customer base. The prosperity of a store ultimately depends on the quality and variety of its goods/services. To this end, I can conduct a formal brand survey, find popular and well-evaluated new brand models, and expand the categories of digital products sold to meet more customer needs. Appropriately expand the existing storage space to meet the increasing commodity trading quota. Of course, with the rapid rise of the store's popularity, it is not enough for only one person to handle it. I can recruit some experienced or expressive people to help me communicate with my customers. The expansion of storage and the number of purchased goods is obviously beyond the satisfaction of online exchanges. After accumulating a certain amount of funds, you can consider opening a physical store, and you should build a website independently to assist the sales of physical stores.

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