随着全世界网路技术的发展，给全球经济的发展带来了机遇。网络技术的发展不但是一种新的技术，而且它的商务技术的发展更是带来了一个巨大的市场。可以说现在网络不但是一个具有发展潜力的大市场，更是商业经济的巨大载体。中国作为一个人口大国，其消费市场在全世界都是屈指可数的。中国经济市场的这个特点，也促使了中国网购市场逐步成为一种新的消费时尚。我国的网络市场随着经济的发展，逐步的再增长。越来越多的人们更加乐于在网上购物，这也预示着中国的电子商务市场将会是一个巨大的消费类市场。
电子商务对于中国来说可以说是一种全新的经济运作模式。它相对于传统的经济而言，可以说是在提高了电子商务企业的获得利益和提高了社会运行效率的同时，又降低了社会活动的成本。电子商务已经成为全球经济发展的新机遇，并且对各国的经济的结构造成了影响。电子商务的飞速发展，在给人们的生活带来便利的同时，新的销售问题也随之而来，消费者日益感觉随着电子商务商品的增多，相对的能够搜索到自己满意的商品就日益困难。这就要求电子商务要将满足消费者的需求行为的变化作为我国网络市场的下一步的整顿要点。消费者是既想要亚马逊、EBA、阿里巴巴、淘宝等综合电子商务业务的同时，还需要专业性、细分化的电子商务模式。这样既可以让消费者可以在琳琅满目的商品中享受乐趣又可以可避免选择的问题。因此，建立一个成熟的电子商务市场需要“细分”。
本文主要针对市场细分对电子商务造成的影响来进行研究。第一节先是对市场细分大概的了解以及市场细分在电子商务中的应用。第二节列举了两个细分市场在电子商务中应用成功的例子，来更好的理解电子商务中应用市场细分的益处。第三节则是列举了在市场细分情况下失败的两个网店，并且分析了失败的原因。第四部分则是对如何完善电子商务中细分市场做了个简单的概述。
关键词：电子商务；市场细分；利弊
The rapid development of Internet brings to world economy new vitality and opportunity, especially with the new technology business and the development of network technology, the Internet technology has reached the height of hitherto unknown. The network is not only a big potential market, or a new, with great potential for commercial vehicle. The era of network economy, commodity retail ushered in a new way – network sales. Online shopping has become a fashion consumer pursuit. According to CNMC survey, consumers shopping on the Internet every year basically is in growth, interests of users to the network shopping growth, means that in the next few years, China brewing a huge potential consumer market of electronic commerce.
Electronic commerce as a new economic mode of operation, greatly reduce the economic and social costs, improve social efficiency and the economic efficiency of enterprises, to the structure of the world economy and trade system changes had a profound impact, has become the new growth point of economic development. With the rapid development of electronic commerce. Electronic commerce brings ‘ consumers to enjoy convenient” and feel more search” suitable” the difficulty of target. Electronic commerce to further development. Must become more consumer of press close to lives of mattress. Consumer shake to Amazon, EBA californica, Alibaba, Taobao and other integrated business model at the same time. Also move to professional, breakdown of the electronic business mode. So that consumers can enjoy in a superb collection of beautiful things of goods enjoy pleasure. Can avoid selection problems. So. To mature electronic business affairs needs” subdivision”.
This article mainly aims at the market segmentation to the electronic commerce influence for research. The first festival was first to market fractionize probably understanding and market segmentation in the electronic commerce application. Section second gives two market segments in the electronic commerce application examples of success, to better understand the e-commerce application market benefits. The third section is listed in the market segmentation cases failed in the two shop, and analysis the reasons of failure. The fourth part is about how to improve the electronic commerce market segments made a brief overview.
Key words: electronic commerce; market segmentation; advantages and disadvantages
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