tøj på nettet

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På http://www.toejeksperten.dk kan du finde tøj på nettet online – der er mange forskellige slags tøj på nettet hos Tøjeksperten.

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  • Institut for marketing og statistik Forfatter: Signe Herborg Kandidatafhandling

    Vejleder: Kent T. Nielsen

    Salg af tj over internettet - Overvejelser i forbindelse med opstart

    Handelshjskolen rhus rhus universitet Juni 2008

  • Abstract: This thesis focused on the internet as a sales channel. In the last years, internet sales have increased rapidly, and the dominant category in Denmark is clothing and apparel. Although around half of the Danish population have yet to buy their first item online and some remain sceptical towards internet safety, people are becoming aware that there are also advantages connected with shopping online.

    The thesis sought to explore factors that were important for companies interested in selling clothes on the internet. To answer this, three sub-questions were listed:

    1. What role does the internet play in the new economy of information? And what are the options for different company types?

    2. What are the important strategic objectives for click-and bricks and pure-players?

    3. How can companies develop customer loyalty on the Internet? What are the important criteria connected with buying clothes online?

    To answer these questions, literature research was conducted to find relevant theories about the subject. Based on the theories by Evans & Wurster, an introduction to the role of the internet in the new economy was presented along with recommendations regarding how the different company types should compete on the dimensions reach, richness and affiliation.

    The next step was to find the strategic objectives for click-and bricks and pure-players. According to the literature, it was found that click-and brick clothing companies should find out why they wanted to establish internet sales if it was due to an objective of growth, differentiation or cost reduction. Furthermore, click-and bricks had to decide if and how they should integrate their offline and online business areas. This decision should be based on an evaluation of the companys brand, operation, management and equity.

  • Pure- player companies faced different strategic tasks, as they had no physical shops. They had to asses their potential according to management characteristics, organizational characteristics and environmental characteristics. Finally methods for building customer loyalty on the internet was studied, and the theory showed that internet store attributes in the three categories merchandise related, service related, shopping atmosphere related attributes were deciding factors for an internet stores image which could contribute to building costumer loyalty. Moreover, it was found that customers value different dimensions in connection with buying clothes online depending on the type of store which click-and bricks and pure-players should take into consideration.

  • Indholdsfortegnelse

    DEL I................................................................................................................................ 1

    1. INTRODUKTION ...................................................................................................... 1 1.1 INDLEDNING ........................................................................................................................................... 1 1.2 PROBLEMSTILLING.................................................................................................................................. 3 1.3 PROBLEMFORMULERING ......................................................................................................................... 4 1.4 AFGRNSNING........................................................................................................................................ 5 1.5 DEFINITIONER......................................................................................................................................... 6 1.6 METODE/FREMGANGSMDE ................................................................................................................... 7

    DEL II .............................................................................................................................. 8

    2. INTERNETHANDEL ................................................................................................ 8 2.1 INTERNETTET OG DEN NYE INFORMATIONSKONOMI - 1. FASE I ELECTRONIC COMMERCE ................. 8 2.2 DEN 2. FASE I ELECTRONIC COMMERCE ............................................................................................ 11 2.3 DE FORSKELLIGE TYPER AF INTERNETFORRETNINGSFORMER ............................................................... 13

    2.3.1 NAVIGATRER .............................................................................................................................. 13 2.3.2 E-RETAILERE................................................................................................................................. 14 2.3.3 PRODUCENTER .............................................................................................................................. 14 2.3.4 CATEGORY KILLERS .................................................................................................................. 15

    2.4 OPSAMLING P EVANS OG WURSTERS TO ARTIKLER ............................................................................ 17

    3. INTERNETHANDEL MED TJ ........................................................................... 17 3.1 BOO.COM.............................................................................................................................................. 18 3.2 HABURI.COM ........................................................................................................................................ 20 3.3 HOLDNING TIL INTERNETHANDEL I DEN DANSKE TEKSTILBRANCHE ..................................................... 21 3.4 HOLDNING TIL INTERNETHANDEL BLANDT FORBRUGERNE ................................................................... 22

    4. STRATEGISKE OVERVEJELSER....................................................................... 24 4.1 STRATEGISK POSITIONERING................................................................................................................. 24 4.2 MLET MED OPSTART AF INTERNETSALG.............................................................................................. 27 4.3 INTEGRATION MELLEM OFFLINE OG ONLINE.......................................................................................... 28

    4.3.1 BRAND .......................................................................................................................................... 29 4.3.2 OPERATIONS ................................................................................................................................. 30 4.3.3 MANAGEMENT .............................................................................................................................. 31 4.3.4 EQUITY ......................................................................................................................................... 31

    4.4 STEINFELDS ANALYSER......................................................................................................................... 32

    5. OPBYGNING AF KUNDELOYALITET UD FRA ATTRIBUTTER ................ 33 5.1 YUN OG GOOD ...................................................................................................................................... 33 5.2 LEE & LEE 2007 ................................................................................................................................... 35

    DEL III........................................................................................................................... 39

    6. MODEL ..................................................................................................................... 39 6.1 MODELLERING...................................................................................................................................... 39 6.2 HVAD ER VIRKSOMHEDENS UDGANGSPUNKT? ...................................................................................... 40

    6.2.1 H&M, HM.COM ............................................................................................................................. 41 6.2.2 ASOS.COM..................................................................................................................................... 41

  • 6.3 STRATEGISK POSITIONERING................................................................................................................. 42 6.4 HVIS CLICK-AND BRICK ER UDGANGSPUNKTET..................................................................................... 43

    6.4.1 VKST .......................................................................................................................................... 44 6.4.2 DIFFERENTIERING ......................................................................................................................... 44 6.4.3 OMKOSTNINGSREDUCERING.......................................................................................................... 45 6.4.4 HVILKEN FORBINDELSE SKAL DER VRE MELLEM OFFLINE- OG ONLINE-FORRETNING? ................ 46

    6.4.4.1 Brand.................................................................................................................................... 46 6.4.4.2 Operations............................................................................................................................ 47 6.4.4.3 Management .............................................................................................