02-产品用户选择

产品与用户选择ProductandConsumerChoicePoweredbyClarkWHAT’SUP@NOW?BestBuyssecond-quarterPROFITFELL30%,Asmoreandmoreconsumersturntoonlineshopping…-30%SORRYCLOSEDThetraditionalretailbusinessmodelhavetofacetheattackfromtheonlineshoppingtrends…thefamousPacificdepartmentstoreCLOSEDTWOBRANCHESinBeijingrecently.485M54%+318MCHN.OnlineUsersMobileOnlineUsersAgefrom20-391.83MWebSitesSource:CNNIC2011BADNEWSOnlineADSCost30%?CHALLENGE&CHANCE一个熟悉却又复杂的公式AgeneralbutprofoundE-commerceFormulaROI显示量OnTA比例点击率页面到达率订单转化率客单价（1-退货率）毛利率广告花费×××××××÷=AgeneralbutprofoundE-commerceFormula产品是核心，消费者选择是基础，品牌/服务是增值网站状况浏览渴望产品吸引力活劢吸引力行业诱因物流及客服贩买渴望行业状况同质竞争品牌附加值服务附加值广告位置广告形式广告内容技术手段媒体属性技术手段流程及体验“产品”“消费者想要什么产品？”71.5%37.8%35.0%29.1%22.4%15.6%12.7%8.6%72.9%56.8%40.2%36.6%27.7%21.4%26.5%13.7%0.