2011年中国网络购物市场研究报告（2011年11月）中国互联网络信息中心ChinaInternetNetworkInformationCenter目录第1章调查介绍...............................................................71.1调查方法.................................................................71.2报告术语界定.............................................................81.3研究成果摘要............................................................10第2章网络购物市场发展宏观环境...............................................122.1政策环境.................................................................122.2经济环境...............................................................一三2.3社会环境.................................................................142.4技术环境.................................................................142.5机遇与挑战.............................................................一五第3章网络购物市场发展概况...................................................173.1网购用户规模及渗透率.....................................................173.2网购市场发展的地区差异.................................................一八第4章网络购物市场竞争现状...................................................204.1B2C市场主要企业竞争状况.................................................204.1.1B2C购物网站用户渗透率...............................................204.1.2B2C购物网站主要用户差异.............................................214.1.3B2C购物网站品牌认知度与转化率.......................................234.2C2C市场主要企业竞争状况.................................................244.2.1C2C购物网站用户渗透率...............................................244.2.2C2C购物网站主要用户差异.............................................244.2.3C2C购物网站品牌认知度与转化率.......................................27第5章购物网站用户流动分析...................................................285.1主要购物网站首选用户比例.................................................285.2主要购物网站用户单一度...................................................285.3购物网站用户变动.........................................................295.3.1购物网站用户变化.....................................................295.3.2购物网站用户忠诚度...................................................305.3.3购物网站新增用户.....................................................31第6章网络购物用户特征.......................................................326.1性别结构.................................................................326.2年龄结构.................................................................326.3学历结构.................................................................336.4职业结构.................................................................346.5收入结构.................................................................346.6城乡结构.................................................................35第7章网民网络购物行为研究...................................................377.1购物网站品牌认知渠道.....................................................377.2商品浏览方式.............................................................387.2.1搜索使用.............................................................387.2.2用户评论.............................................................397.3网购金额和次数...............................................
