INTERNET FA BENE AL BUSINESS?. L'e-commerce in Italia 2010:
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Transcript of INTERNET FA BENE AL BUSINESS?. L'e-commerce in Italia 2010:
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INTERNET FA BENE AL BUSINESS?
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L'e-commerce in Italia 2010:
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MetodologiaMetodologia
Lo studio è stato condotto: - tramite interviste dirette ai principali attori, questionari on line, interviste telefoniche ed incontri diretti
- totale di 2.956 aziende prese in esame
- 275 hanno partecipato attivamente alla creazione del Rapporto
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Mercato e-commerce 2010 in Italia
Fatturato Europa: 307 md €
Fatturato Italia: 10 md €
Crescita Italia: 58%
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Trend Market e-commerce in Italia
1,6452,123
10,037
6,365
4,868
3,286
0
2
4
6
8
10
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2004 2005 2006 2007 2008 2009
Anno
Fat
tura
to (
md
€)
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Mercato e-commerce in Italia
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Ragioni d’acquisto on line
5,8%
2,9%
5,4%
9,5%
20,7%
24,5%
31,1%
Altro
Servizi aggiuntivi
Nessun motivo evidente
Esclusività dell'offerta on line
Ampiezza dell'offerta rispetto all'offline
Prezzi vantaggiosi rispetto all'offline
Comodità dell'acquisto e della consegna
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Gamma prodotto media per settore1.105
1.371
47.812
90.678
22.024
1.767
2.543
6.943
599
Alimentare
Casa e arredamento
Centri commerciali on line
Editoria
Elettronica di consumo
Moda
Salute e bellezza
Tempo libero
Turismo
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Scontrino medio
€ 481
€ 301
€ 96€ 47 € 30
€ 358
€ 112
€ 218€ 151
€ 113
Alimentare
Assicurazioni
Casa e arredamento
Centri commerciali on line
Editoria
Elettronica di consumo
Moda
Salute e bellezza
Tempo libero
Turismo
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Costi marketing acquisizione cliente per settore
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Pagamenti: gestori utilizzati
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Logistica: gestori utilizzati
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Promozione: canali utilizzati
Keyword Advertisin
g 16%
Presenza nelle aree di E-Shopping
14%
Direct a clienti 13%
Banner/sponsorship su circuiti minori
12%
Email marketing 9%
Stampa 7%
Radio 9%
Banner/sponsorship sui grandi portali
7%
Programmi di affiliazioni 7%
Social media 7%
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Promozione: Social Media
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Il mobile e l’e-commerce
WEB IN TASCA
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Stima tasso di crescita e-commerce in Italia
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INTERNET FA BENE AL BUSINESS?
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VALOREDELLA PROPOSTA
COSTI DI STRUTTURA
CLIENTIRELAZIONI
CLIENTIPOSIZIONAMENTO
CONFIGURAZIONEATTIVITA’
CAPACITA’ DI BASE
PARTNER & RETE
FLUSSIPROFITTO
INFRASTRUTTURA CLIENTIOFFERTA
FINANZA
CANALIDISTRIBUZIONE
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INTERNET FA BENE AL BUSINESS?
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ALTA VISIBILITÀ IN TUTTE LE FASI
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UN SITO NON È UN ESERCIZIO GRAFICO
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