Increasing My Eshop Income through Running a Maternal & Infants Costume Shop at Taobao.com

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1、Increasing My E-shop Income through Running a Maternal & Infants Costume Shop at TSubmitted by WANG ZhenStudent ID number: W2005A1003B0203Supervised by SHI Zhehua A paper submitted in partial fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijing Fo

2、reign Studies University北京外国语大学网络教育学院学士学位论文诚信声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名：王臻 日期： 2009年 01月 04日摘要网络商品销售作为本论文作者的第二职业，以销售休闲服饰为主。自2007年以来,一直在一个网站的论坛上（）经营，主要以发帖子的形式展示和出售服装，依托可靠的质量和热情的服务赢得了一

3、些忠实的客户。但是由于其论坛浏览量不高、信用度无法展示、帖子下沉速度快等客观因素限制，经营业绩一直不佳。现代科技尤其是互联网技术的飞速发展给大家提供了难得的发展机遇，在网上购物日趋流行的今天，专门提供网络买卖的平台也应运而生，其宣传和运转已经十分正规和成熟。这无疑给自主经营者提供了一个不错的选择。自2008年10月，论文作者荣幸的加入到准妈妈的队伍中，就开始计划在一知名的专业买卖网淘宝网上经营一家主营母婴服装的网店，商品定位在正在怀孕和已经妊娠的白领女性，时尚妈妈等网购人群。通过采用网上在线交流、定购、下单、安全付款、自由选择送货方式、定期推出特价商品、老顾客享受优惠等先进的营销模式，力图在较

4、短时间内增加信誉度，打开市场，广辟客源，从而使营业额及利润有大幅度的提高。本论文前期通过目标客户的分组问卷调查、SWOT分析法等研究方法确定了本项目的目标方向。在中期的计划执行过程中，通过采用项目结构表，项目活动时间表以及项目进度跟踪表等检查评估形式确保计划得到及时调整和有效执行以至如期完成。后期计划评估部分，在网店建成和试营业阶段，本论文通过对前后营业绩效的对比来进行评估。本论文经过前期周密的调查分析以及制定切实可行的项目计划，及中后期的严格执行与分析评估，使得设计的网络店铺得以顺利地建成和运营。由于服装款式多样、促销手段积极，服务到位，店铺的信誉度快速提高，客户数量持续增长，从而带来了预期

5、的利润收益。实践证实，互联网给每一个自主经营者提供了广阔的舞台，在一个优秀的网络平台上，只要有特色的产品、优质的服务和创新的营销模式，就一定会成为这个舞台的主角。关键词： 网络商品销售；母婴服装店 ；提高利润AbstractThis dissertation presents a detailed report of a project implemented by running a Maternal & Infants costume shop at T. Since August 2007, the author had taken selling costume at as a par

6、t-time job. However, it was encountered many problems, including the low rate for browsing website, lack of frequent customers, and poor customer credit degree. Since October 2008, the authors have the honor to join the ranks of the mothers, began planning to run a maternal & infants costume shop at

7、 T. Based on the hypothesis that if a low sale can be changed by providing more fashion clothes, better and more convenient service such as online communication and order, safe paying and multiple sales promotion for the ladies and fashionable mothers who are interested in online-shopping. A two-mon

8、th project was launched to design and construct the online shop. Scientific research methods of customer survey, such as face to face interviews, questionnaire, and SWOT analysis were used in the identification, analysis of the problems and project evaluation. Activity Flow Chart, Project Framework

9、and several other methods were also adopted in the design, implementation and evaluation of the project. With the efforts of all the project members, we achieved our final goal successfully. The online shop attracts enormous customers, and the quantity of our clients increased as we have anticipated

10、 and the revenue increased rapidly. As a result, the project hypothesis has proved to be reasonable and applicable. The project successfully achieved its objective The profit of the E-shop increased substantially. However, the information technology is an effective approach for us to get outstanding

11、 achievement.Key words: E-shop; Maternal & Infants costume shop; Profit IncreasingTable of ContentsPages1. Introduction .72. Problem Identification and Analysis.8 2.1 problem8 2.2 Problem analysis. 2.2.1 Situation analysis. 2.2.2 Need and wants analysis. 2.2.3 SWOT analysis.881012 2.3 Results of pro

12、blem analysis.133. Project Objective and Hypothesis.14 3.1 Project objective.14 3.2 Project hypothesis.144. Project Rationale.155. Project Design.16 5.1 Planning of Activities. 5.1.1 Activities planned to take place . 5.1.2 Critical path of the planned activities . 5.1.3 Time-scale of activities . 5

13、.1.4 People involved and their responsibilities .1616191922 5.2 Cost Analysis.22 5.3 Project Framework. 5.4 Risk Analysis2323 5.4.1 The potential risks analysis. 5.4.2 Protective measures to be taken.6. Project Implementation232424 6.1 Project Implementation24 6.2 The working steps of implementation

14、25 6.3 Monitoring257. Results and Discussion26 7.1 Results26 7.2 Discussion268. Conclusion27Bibliography29Appendix I. Questionnaire30Appendix II. Feedbacks of Questionnaire32Increasing My E-shop Income through Running a Maternal & Infants Costume Shop at T1. Introduction Since August 2007, I had tak

15、en selling womens costume at as my part time job for one year. is a local forum that provides shopping discount information and bring-and-buy sale. The goods I sold including skirts, T-shirts, sweaters, jeans and etc, which attracted a number of local customers and maintained a few frequent customer

16、s. However, there had been more and more problems appeared during the past years, such as the low rate for browsing website. Not many people could find my post and then put in it. There were only a few frequent customers. I couldnt show my credit degree to the public, so some people wouldnt like to

17、buy my goods.I felt it was time to think about making some changes about the way of selling. I wanted to provide a new research to improve the operation mode and to increase the revenue. Since October 2008, I have the honor to join the ranks of the mothers, began planning to sell maternal & infants

18、costume. I wanted to provide fashion clothes and better service for ladies and fashionable mothers who were interested in online-shopping, which could guarantee them a non-going-out shopping environment and convenient service. I chose to rely on a professional and famous shopping website-T to run an

19、 E-shop.Based on the hypothesis that the E-shop at T could provide more fashion clothes, better and more convenient service such as online communication and order, safe paying and multiple sales promotion for the ladies and fashionable mothers who were interested on online-shopping, then a two-month

20、 (Nov. 08-Dec. 08) project was launched. Scientific research methods of customer survey, such as mail, fax and face to face interviews, questionnaire, and SWOT analysis were used in the identification, analysis of the problems and project evaluation. Activity Flow Chart, Project Framework and severa

21、l other methods were also adopted in the design, implementation and evaluation of the project. A series of activities was planned and carried out, such as registering at T as a seller, choosing wholesalers and deliverers, designing the new shop, and so on. After two months, when the project was acco

22、mplished, I collected some data .As a result, the project successfully achieved its objective The profit of the E-shop increased substantially.2. Problem Identification and Analysis2.1 ProblemI had taken selling womens costume at as my part time job for one year. The goods I sold including skirts, T

23、-shirts, sweaters, jeans and etc. But a low sale had continued due to low browsing quantity of the web site, lack of regular customers, poor customer credit degree and so on. I feel it was time to think about making some changes about selling. In order to increase the turnover in a short time, I sou

24、ght advices from some shopkeepers who operated on-line shops successfully. I should make a thorough change on the way of my business.2.2 Problem analysis2.2.1 Situation analysisl Human ResourcesAs the owner, I was in charge of the whole business operating such as purchase, sale and after-sales servi

25、ce. And I had made a contract with fixed express company to send clothes to customers.l Financial SituationThe overall fund for operation was about RMB1000.00 per month. RMB600.00-RMB700.00 was used for purchasing goods. RMB200.00-RMB300.00 was used for the daily working payment including telephone,

26、 the Internet and traffic. The profit was fluctuating per month according to season and holidays. It was between RMB500.00 to RMB1000.l Physical ResourcesA steady network was very important for sale. And I needed to get customers remittance through bank. Express company (Yuantong Express Co., Ltd.)

27、was responsible for sending clothes to customers. A good wholesaler was also in a key status. l Customer ProfileDue to is a Beijing discount forum. Most of my customers were local residents. Among them, 70% was female, nearly 80% was 20-35 years old, and more than half of them were office ladies who

28、 were interested in shopping in the web. And there were also some students. l Social and Political EnvironmentShopping in the web, from dummy to realistic, it still has not a government criterion nowadays. But our government doesnt ignore this area. Bilking in the web is still a kind of crime. The m

29、ost important thing is we do the business with customers based on faith.l Economic FactorsThe on-line-shopping market has been expanded rapidly year by year, which impulses the global economic development. On-line-business takes more and more proportions in the Chinese national economy. l Technologi

30、cal FactorsOn-line-shopping is an offspring of technological development. IT times provide people a more reliable, effective and steady stage for the on-line-shopping environment with the development of technologies of computers and software. The negotiation, marketing research and after-sales servi

31、ce at the Internet will go much smoothly thanks to the future high-techs.2.2.2 Needs and wants analysisIn order to get a clearer idea of the views and opinions of customers about the problem, three focus groups were organized. The questionnaires were worked out through three ways, viz., face-to-face

32、 interviews; e-mail and fax (Please see Appendix I). Three focus groups who were in different ages and careers replied to my questionnaires. According to the statistics by a comprehensive survey, 100% of interviewees had experience of shopping in the web. T was their most favorite online shopping we

33、bsite. People who had regard for the quality of the goods accounted to 60% of total; 40% of total had regard for the price of the goods. Zhifubao and Remittance were the two preferable paying ways. All interviewees agreed that discount was the most acceptable way of sales promotion. QQ, MSN, phone a

34、nd E-Mail took 25% respectively of the preferable contact ways in the course of online shopping. The goods price that customers would accept was shown as that 33% of total chose the price under RMB100; 33% of total chose the price between RMB 100 and RMB 200; and the other 33% chose the price betwee

35、n RMB 200 and RMB 500. Whats more, from the questionnaires, it was found that if a safe shopping environment was offered, the goods quality was good and the price was low, more customers would like to take online shopping as the main channel to buy their favorite costumes. After the research, I got

36、some information about what they needed when they did shopping in the web. And their answers were very useful for me. (Please see Appendix II)Questions:l Do you have experience of shopping in the web?l Why you chose shopping in the web?l Which shopping website would you like to visit?l Whats factor

37、you will take consideration first while choosing the cloths in the Internet, Price, Quality, After-Sales Service or Delivery Efficiency?l What kinds of payment way do you like best, Bank Remittance, Postal Remittance, Credit Card, or others?l What kind of promotion do you like best? (Discount, gift,

38、 VIP standing, other)? l What kind of communication way do you like best (e-mail, MSN, QQ, phone, other)?l What price of clothes would you like to choose in the web?l What kinds of clothes style do you like, Sportswear, Leisurewear, Uniform, Vocational Suit, or others?l Please give some suggestion f

39、or e-shop.Complaintsl They cant contact seller in time.l After-sales service is not perfect.l They dont feel it is security that they must transfer money through bank before getting the clothes.Suggestionsl The description for clothes should be more detailed.l The photo of clothes should show the cl

40、othes from different angles.l The clothes should be renewed after some days.l They could get more information about sellers.l They could change the cloth, if the size didnt fit them.2.2.3 SWOT analysisI had collected all the information about what was happening in the business at that time, and also

41、 had some information about what customers might want in the future. To further understand the current situation so as to get some solution for the problems described above, I carried out a SWOT analysis of the situation, including strengths, weaknesses, opportunities and threats. The analysis is as

42、 follows:Strengthsl I have plenty of on line time (9:00am-6:00pm in the office, 7:00pm-10:00pm at home).l I can guarantee the quality of each cloth in the shop. l Reasonable price is a strong point to attract customers.l Giving some additional information about how to take care new clothes.Weaknesse

43、sl The size of my on-line shop cant be expanded very big, because I still have a full-time job.l I go to wholesale market to choose clothes on the weekends. It is a rule that the price on the weekends is a little bit higher than that is on working days.l I cant stock too much clothes in my house. So

44、 I must go to wholesale market often.Opportunitiesl People are always busy nowadays, so more and more people will choose on-line shopping. On-line shops will guarantee customers a non-going-out shopping environment.l Most sales websites do a promotion which is free for opening an on-line shop.l Sale

45、s websites provide more payment ways so that customers could choose the most suitable one.l There is strong competition among express companies so that I can choose one that having low price and high service quality.Threatsl Competition is fierce strongly. Lots of sellers choose selling clothes in t

46、he Internet especially female clothes. l According to the high postage, out-of-town customers will choose the local on-line shop.l It is not very easy to find clothes with high quality, low price and fashion style in the wholesale markets.l Customers fashion taste is changing endlessly.2.3 Results o

47、f problem analysisScientific research methods of customer survey, questionnaire, and SWOT analysis were used in the identification, analysis of the problems and project evaluation. According to analysis, I found out some weaknesses and threats, which I should conquer by my strengths and opportunitie

48、s. On-line shop is a business with low investment. And there is more developmental chance. I decided to run a Maternal & Infants Costume Shop after I am pregnant. I plan to open it at a super excellent sales websiteT.3. Project Objective and Hypothesis3.1 Project objectiveThe problem that I research

49、ed on was a low sale in my online clothes shop, I must change this situation. I analyzed the present status, and thought that the probable causes of the low sale were due to the low browsing quantity of the web site, lack of regular customers, and less customer satisfied degree at the common net for

50、um at (a local BBS website which mainly offers discount information of goods). I asked some of my customers. Almost all of them believed that the turnover would see a favorable turn if I moved the shop to T, because it was a well-known shopping website. I planed to run a maternal & infants costume s

51、hop since December 2008.The aim and goal of my project was to provide fashion clothes and better service for the ladies and fashionable mothers who were interested in online-shopping, because it could guarantee them a non-going-out shopping environment and convenient service. The customers could sea

52、rch their favorite goods in the Internet whenever they like. The objective of my project was to increase the profit of my online shop to RMB2000.00 per month.3.2 Project hypothesisIt is hypothesized that if a low sale can be changed through moving the shop to T and providing more fashion clothes and

53、 better service such as online communication and order, safe paying and multiple sales promotion for the ladies and fashionable mothers who were interested in online-shopping, then the profit of my online shop could increase to RMB2000.00 per month.4. Project RationaleIn order to fulfill my project,

54、 I had read some relevant books and articles on business and technology. Some of them showed me lots of advices and suggestions about how to run an online shop successfully. First, the book World Class English for Business Book 2 also mentioned that a good customer service policy depended on knowing

55、 what our customers want and how they feel about the service you offer. It suggested many great methods to obtain customers information, such as questionnaire, QQ, MSN, telephoning, and customer survey etc. In order to achieve the project objective successfully, it took me some time to prepare a que

56、stionnaire. And I had investigated three focus groups. Finally, I found what our customers want. I got a clear understanding of the views of my target customers.I also referred to the book To be a winner for Running an E-shop at T as a guide to the operation of my E-shop. It taught teach me from how

57、 to prepare before the shop open to the first successful deal, from improving browsing amount to some notices, there are total information and knowledge. So after read this book, I became half expert from a pupil. I did my E-shop following the steps of this book. The most important and meaningful th

58、ing was that I built up my confidence through it.More over, excellent photos were another method to attract customers. Taking photos Skill for online sale was very helpful for me. It told me how to use light to pop out goods. In the daytime, I used the reading lamp to light the clothes, and then too

59、k a perfect photo. Photoshop was very useful software to make pictures of goods perfect and meet customers desire.In addition, another article from “Taobao University” pointed out that running an e-shop successfully is the supply of goods and publicizing. I also followed this while doing my business

60、. For choosing supply of clothes, I chose clothes with good qualities and lower price. And I also used some promotion methods that pointed out in the article, such as giving presents and discount to customers. Apart from these books provided great guidance for the project, another book Successful Sa

61、mples for Running an Shop at T also provided me a lot of representative suggestions from some successful shop owners about how to run an E-shop. All of them had their own successful keys. Mr. Cui said that every detail should be paid attention. And costumers complaints could help you ameliorate your

62、 details. So I studied his theory, after my customer finished their shopping in my shop, I asked everyone whether it was a satisfied shopping process and let them point out whether there were some aspects I need to improve.5. Project Design5.1 Planning of Activities5.1.1 Activities planned to take placeI