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电子商务营销科学的主体变了,要从以销售为主体,变为以顾客为主体。而以顾客为主体的过程漏斗变为了:注意-兴趣-意愿-成交。在刚刚过去的“双十一”购物节中,阿里巴巴的天猫平台创下350亿成交额,再次刷新了中国电子商务零售市场的历史性纪录。但是没法回避的是,在各种电商生态中活跃着的电商商家赚钱却越来越难了。通过调研发现,“双十一”单天交易达百万的网店,在5~10月份的淡季中常有一天交易只几单的情况,不少网络商家苦于电商越来越难做。
The main body of e-commerce marketing science has changed, from the sales as the main body, as the main customer. The process of customer-oriented funnel becomes: Note - Interest - Will - Deal. In the past “Double 11” Shopping Festival, Alibaba’s Tmall platform reached a turnover of 35 billion yuan, once again setting a historic record for the retail e-commerce market in China. However, it is unavoidable that it is more and more difficult for e-commerce businesses who are active in various e-commerce ecosystems to make money. Through the research found that “double eleven ” single-day transactions up to millions of online stores, in the off-season in May and October, the transaction is often only a few days a single case, many online businesses suffer from e-commerce more and more difficult .