College Students shop online opportunities andrisksAbstractOnline shop as a new entrepreneurial approach, it gives the opportunity to bring that contemporary college students, and there are risks and dilemmas, network-based entrepreneurial university students continued to decline, by analyzing the background and current situation of college students online shop, discusses the college online shop in practice the risks and difficulties, made way college students online shop. This thesis is a combination of the actual and the problems faced by their own online business to analyze, mainly from the college network and opportunities facing the college shop online shop to analyze the risks and difficulties.Key words:College students; online shop; opportunities; risk;OutlineI.Online business opportunity1, policy supportE-commerce development is China's basic national policy. Accelerate the development of electronic commerce is to implement the scientific concept of development requirements, but also to deal with the economic challenges of globalization, the only way to improve international competitiveness is a necessary way to create their own brands, but also an essential means of promoting the efficient allocation of resources in the market. Therefore, our approach to the development of e-commerce as an important economic construction. Party Congress report states: "Information is to accelerate the industrialization and modernization of the inevitablechoice to adhere to information technology to stimulate industrialization, promote information technology ...... new road to industrialization.." Third Plenum is clearly pointed out: "vigorously promote open markets inside and outside, to accelerate market factor prices, the development of e-commerce, chain management, logistics and other modern ways to promote the free flow of goods and various elements in the country and fully competitive."2, the market is hugeFirst, the network market is a global market. Unlike any regional technology, Internet is a global one, and it eliminates the barriers of distance, the domestic market and international market piece. In this market , without any intermediary, products and services will be able to send information to customers anywhere in the world . Second, the network market with growth. The huge size of the market is growing fast forward . Only from the perspective of the situation in China , the annual growth rate of around 20%. From a marketing point of view, not only increase the number of Internet users , the quality is improving . Statistical Report on Internet Development previous China showed income of 2,000 yuan and above the gradual increase in the number of Internet users , Internet users in the institution staff and freelance share improved significantly. These networks indicate consumer spending continues to increase.Finally, the network market is a highly personalized market . China Internet Development Statistics Report 19th show Chinese Internet users under the age of 30 accounted for 73 % of total Internet users . These people are the generation born after the reform and opening up , change their disparate consumer attitudes to their fathers happened. Traditional marketing concepts and methods can not meet their needs. Internet marketing and e-commerce with a convenient , interactive , efficient , economical , has incomparable superiority of the traditional mode of operation to meet the needs of individual consumers .3 , low cost(1) low- cost start-up online entrepreneurs . Business start-up costs are mainly needed to start a business house rent, office equipment. Internet businesses instead of usingcyberspace " facade " of the physical space. As opposed to " window dressing" by a few thousand , a few million more than the cost of rent , the rent cyberspace negligible . Year general personal web space or rental shop just a few hundred dollars , and some business projects or completely free , such as the " Maverick " in the form of provision of services on the network. Online entrepreneurs need to have a computer on the Internet can conduct operations.(2) the cost of production . Network products can be divided into two types: tangible products and intangible products. Individuals intangible products mainly include consulting services, design services , etc., which this product without outsourcing costs , mainly by individual entrepreneurs knowledge and intellectual production . If it is to provide a variety of tangible products , network operators also help reduce inventory costs. Market demand information can be quickly transmitted over the Internet to the enterprise in the decision-making production, while the needs of the enterprise information can be transmitted immediately to the supplier to timely supplement supply in order to achieve "zero inventory " management, accordingly saving a lot of material procurement costs and inventory materials funds to bring the backlog .(3) marketing costs . Marketing for the survival and development of enterprises play a decisive role . Internet marketing can effectively reduce marketing costs. Collect market information through the network , publishing business information, carry out service activities , advertising , cost than traditional marketing methods are much lower. According to statistics, the number of Internet advertising can increase sales 10-fold , while its cost of traditional advertising just 1/10 .4 , convenient marketingA lot of work in the business of marketing companies to collect the information needed , such as changes in consumer demand , desire for future products , such as reactive current marketing strategy , while the company's product information , production information, and corporate marketing strategies , spread out as widely as possible , and strive more people can receive and affected. Internet in the information transfer process has great advantages. Internet 's various functions can be used asmarketing tools such as websites , search engines, e-mail , instant messaging tools, network advertising. Internet network marketing business provides a new arena , providing great convenience for entrepreneurs to carry out marketing activities.II. the online ventureOpportunities and risks always exist . Online entrepreneurs are facing greater risks which although not bring losses to the entrepreneur , but increased the difficulty of success .1，A fierce competitionAs online venture capital threshold is low , easy to enter , a large number of entrepreneurs have entered this field, some traditional enterprises have Internet access, the market expansion into the network. This allows new entrants face enormous competitive pressure . In the field of online retailing of books, jewelry, electronics, food and other products , the competition is fierce. With "MP3 player " for example, March 27, 2007 There are 819 kinds sold in Dangdang online , there are 5 568 Sell on Taobao, eBay 1 184 sales information .2 , the law needs to be improved and credit environmentAt this stage, our legal system is not perfect online business , how traditional legal applications in a network environment is still in the exploratory stage theory . Electronic contracts , online payment, delivery and other issues , although a preliminary legal norms, but has not yet done a comprehensive legal protection. Personal privacy , fraud and other issues haunt consumers , not daring to make online shopping. Especially not a more perfect online credit evaluation and monitoring system , resulting in " receiving no pay ", " money does not ship " and other fraud have occurred, leading to decreased consumer confidence , credibility operators declined .3 , high logistics costsLogistics is an integral part of e-commerce , e-commerce also ensure implementation . E-commerce , capital flow and information flow can be done in the network, the logistics must be completed in real physical space . Logistics infrastructureconstruction in China is relatively backward stage , low level of logistics information , logistics management system decentralized , low efficiency of logistics and distribution and not norms, lack of logistics management personnel. These leading companies in e-commerce activities in the logistics costs are too high, even with customer products can not be delivered to the customer.4 , e-commerce security riskE-commerce is conducted in an open network , a large business information payment information , order information, sales information , negotiation information , confidential business correspondence in a computer system , such as storage, transport and processing. Hacker attacks, computer viruses and other causes of business information stolen , tampering and destruction. Machine failures , errors, misuse, wrong information can cause transmission errors or failure to bring irreparable damage to the entrepreneurs.III.Requirements for successful online venture1 , the right attitudeTo start, we must first put right attitude, the right to determine the business objectives . College students online business can not target a lot of money, but should create much value . Value for money and can reflect other substances , can also reflect the knowledge, skills , and other non-material cultural way . Value created by entrepreneurs both to bring their own value , but also bring value to the community . Ability to adhere to the success of the venture is an important factor , not the power source insisted money, but the value of the pursuit. In addition to the right of the goal, stick mentality , the entrepreneur should also have a positive attitude, pay mind, learning attitude , the mentality of cooperation, such a mentality can increase the likelihood of entrepreneurial success .2 , product supplyNetwork market is a global market , the competition is fierce , a good product is the key to entrepreneurial achievement . Products for the network operators are mainly two types, one is the intangible product , and the other tangible products. Intangibleproducts include network services and information products. Network Services is the variety of services offered to users through the network . Best suited to provide services on the network are consulting services, education services, design services, travel services. Ctrip , the Chinese accounting Wang Xiao and other sites in the network services has already achieved remarkable results . Recent network of teachers has become the new darling of tutoring , online education services fully illustrated with good market prospects. Information products are mainly computer software and a variety of audio and video files. In our recent " Wik " began to pop up , so-called " Maverick " is the person on the network to sell their intangible ( knowledge goods) . According to statistics, China -related websites nearly 50 Witkey scale has more than 60 million people , and 30 percent annually. These phenomena are described in the Internet age , as long as the creative and entrepreneurial wisdom through simple acts can , turning it into wealth.Network management products is second tangible products , but not all products are suitable for sale on the Internet . Generally the product meets the following conditions have an advantage in online sales :1)smaller easy to transport products ;2) higher value-added products ;3) have unique or trendy products ;4) through the website to know it can inspire Browse those who desire to purchase the product ; under5) network no, only the Internet to buy products, such as foreign trade order products or products directly from abroad brought back . For operations such products entrepreneurs, success is to have a suitable premise sources .3 , market positioningPorter theory suggests that one of the strategic objectives gathering measures to improve competitiveness. Entrepreneurs have limited resources to be successful, it must be the network market segments , based on the selected target segments of the market as their clients.In general, the network market can be broken down into the following categories :( 1 ) the male consumer market . Male citizens are roaming key personnel , as well as the major part of the network market. Durable consumer goods, health care and real estate is their concern goods.( 2 ) the young consumer market. Young consumers, especially young consumers an absolute proportion of staff in the use of the network . A variety of novel information, games, communication tools , star album , sporting goods are goods they seek .( 3 ) has a high level of professional and cultural level market . Teachers, students, scientific and technical personnel and government officials in a higher proportion of Internet users , they also have a high cultural level . Computer hardware and software , books, office supplies, Ticket Service is concerned about their products .( 4 ) middle-income market . When the network becomes a fashion , the people will access the slightest conditions , including low-income people ( I think that is a typical low-income student population , but the largest proportion of them are Internet users ) . Middle or low income levels are most concerned about daily necessities, they welcome the most inexpensive commodity .( 5 ) do not want to face the salesman 's customer markets. Involving personal privacy of people do not want to buy the product at the mall , and are willing to buy online , such as adult products .( 6 ) the female consumer market . The proportion of female Internet users have gradually improved, female Internet users pay more attention to clothing , beverages and other goods.4 ,Marketing TipsIn the vast ocean of information to make their products and services stand out , we must have a good product , but also requires a lot of marketing skills. Entrepreneurs to take advantage of a variety of network marketing methods and tools. Internet marketing methods include permission E-mail marketing, search engine marketing , membership marketing , viral marketing, link exchange , network advertising. Internet marketing tools include search engines , Web sites, e-mail , mailing lists , instant messaging tools , BBS, newsgroups, blog and so on. Entrepreneurs should choose the appropriate method based on customer demand and their own resources in order toachieve the best marketing results .References1.Donghui Liang. Network Marketing [M]. Beijing: Higher Education Press, 20022.Zhang in. Witkey Ulrich net hunting life [J]. Volkswagen Financial Advisors, 2006 (11)3.Liu Chunying. New ideas for entrepreneurial graduates - Create Online Store [J]. Liaoning Administration College,4.Yang Yingmei. Risk Perception and online shopping network operators behavioral constraints [J]. Modern Business: 2010 (23).5.Zhu Anping. On-line shopping and the security risks and preventive measures [J]. Network wealth, 2010.4消费者市场的国际化趋势摘要：新信息化时代，宏观市场环境瞬息万变、市场竞争日趋激烈，如何明确消费者国际化创新，对企业开创营销新局面、提升消费空间具有重要的理论及现实意义。
