The breakthrough of traditional retail market in China : How Internet can bring more profits to traditional retailers in China
Zhang, Qianqian (2016)
Zhang, Qianqian
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016110215647
https://urn.fi/URN:NBN:fi:amk-2016110215647
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ABSTRACT
Tampereen ammattikorkeakoulu
Tampere University of Applied Sciences
Master’s Degree Programme
International Project Management
QIANQIAN ZHANG:
The Breakthrough of Traditional Retail Market in China
How Internet Can Bring More Profits to Traditional Retailers in China
Master's thesis 52 pages
October 2016
The rapid development in China is in multiple aspects, economy, internet and other infrastructure in the country, these changes lead to the booming of E-commerce and online shopping, which caused pressure on traditional retail industry. A solution to overcome the situation is needed by the traditional retailers.
The purpose of this study was to evaluate the available internet resource and ascertain how traditional retailers can improve their competitiveness with the internet. Hence, the main research question was to discover how internet can bring more profits to a traditional retailer. The research was done through online survey, case studies and empirical studies, and received a lot of supporting data from statistics available on the internet. The study finally provided insightful descriptions of the useful tools on the internet, and the suggestions to retailers on how to utilize internet to enhance their business.
The result of the online survey showed that online chat is the most welcoming type of customer service, and customers’ most concerned factors of customer service are the quality of service, and response time. From the data analysis and literature review, the researcher found that there is an evident trend of increasing mobile shoppers, and large-scale companies will gradually transform to Omni-channel retailing.
The findings indicate that due to the large number of social network users, social media and influencer marketing are seen as the most efficient marketing methods. A friendly return policy, and the clear description of products are very likely to attract the new customers, also, it helps to increase customers’ satisfaction. And making the customers feel concerned by communicating with customers promptly and constantly can improve customer loyalty.
Tampereen ammattikorkeakoulu
Tampere University of Applied Sciences
Master’s Degree Programme
International Project Management
QIANQIAN ZHANG:
The Breakthrough of Traditional Retail Market in China
How Internet Can Bring More Profits to Traditional Retailers in China
Master's thesis 52 pages
October 2016
The rapid development in China is in multiple aspects, economy, internet and other infrastructure in the country, these changes lead to the booming of E-commerce and online shopping, which caused pressure on traditional retail industry. A solution to overcome the situation is needed by the traditional retailers.
The purpose of this study was to evaluate the available internet resource and ascertain how traditional retailers can improve their competitiveness with the internet. Hence, the main research question was to discover how internet can bring more profits to a traditional retailer. The research was done through online survey, case studies and empirical studies, and received a lot of supporting data from statistics available on the internet. The study finally provided insightful descriptions of the useful tools on the internet, and the suggestions to retailers on how to utilize internet to enhance their business.
The result of the online survey showed that online chat is the most welcoming type of customer service, and customers’ most concerned factors of customer service are the quality of service, and response time. From the data analysis and literature review, the researcher found that there is an evident trend of increasing mobile shoppers, and large-scale companies will gradually transform to Omni-channel retailing.
The findings indicate that due to the large number of social network users, social media and influencer marketing are seen as the most efficient marketing methods. A friendly return policy, and the clear description of products are very likely to attract the new customers, also, it helps to increase customers’ satisfaction. And making the customers feel concerned by communicating with customers promptly and constantly can improve customer loyalty.