Civil Engineering Reference
In-Depth Information
Tabl e 3
User scale of four countries' e-retail market
Year
2010
2011
Internet users
Shopping online
Internet users
Shopping online
Country
Penetration rate
Penetration rate
Penetration rate
Penetration rate
China
33
.
9
30
.
8
38
41
.
6
India
6
.
9
-
7
40
United Kingdom
82
.
5
67
.
7
82
79
America
2 78 71
Resource: iResearch Inc., eMarketer Inc., Boston Consulting Group Inc., Forrester Inc., comScore
Inc., IMRG Capgemini
76
.
3
71
.
Tabl e 4
Top three product categories of four countries
Country China America United Kingdom India
Ranking list 2011 2011 2011 2011
1 Clothes Clothes Clothes Mobile phones
Electronic product Sport goods Accessories
2 Consumer electronics Travel Films Computer
appliance Music Hardware
3 Cosmetics Household Household Consumer
goods goods electronics
Resource: iResearch Inc., eMarketer Inc., Boston Consulting Group Inc., Forrester Inc., comScore
Inc., IMRG Capgemini
divided into 16 retail product categories, for instance, food, daily necessities, and
cosmetics. The e-retail product category people consumed differs to the traditional
retail market.
In China, e-retail market on the year of 2011, clothing ranked first in the
percentage of users reached 26.5 %; second are consumer electronics and appliance;
and cosmetics, books, and video classes are in third and fourth (see Table
4
).
China's retail consumption structure changes from good consumption-based to the
combination of goods and services.
Compared with developed countries, Chinese goods merchandise proportion is
significantly higher than the developed countries. Money is mainly used to meet
basic living needs. Movies travel, and other services in consumer spending in
developed countries are significantly more than China's spending.
3.3
The Purchase Frequency and Monetary
To identify customer behavior, the well-known method called recency, frequency,
and monetary (RFM) model is used to represent customer behavior characteristics
(
Xie and Shi 2010
). The model is an important tool to measure the customer value
and customer profitability.
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