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Analyse de l'univers concurrentiel des sites de vente en ligne : une approche par le Web Analytics

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  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

  • Laurent Flores

Abstract

L'analyse concurrentielle est une composante essentielle du marketing stratégique. Néanmoins, de nombreux sites de ventes en ligne échouent à définir leurs concurrents et préfèrent fonctionner à l'intuition. Les analyses récentes conduites grâce aux données logs l'ont été dans une optique de gain de nouveaux consommateurs et d'amélioration des taux de conversion. Très peu d'analyses de la concurrence utilisent le Web Analytics qui est un outil d'analyse des comportements des visiteurs sur les sites Web. Dans cet article, nous identifions les principales étapes permettant de mener une analyse concurrentielle en ligne efficace. Le Web Analytics enrichit la compréhension du trafic des sites, l'identification des concurrents, les frontières des marchés et apporte un nouvel éclairage à la littérature sur les analyses concurrentielles.

Suggested Citation

  • Maria Mercanti-Guérin & Laurent Flores, 2012. "Analyse de l'univers concurrentiel des sites de vente en ligne : une approche par le Web Analytics," Post-Print hal-02494055, HAL.
    • Handle: RePEc:hal:journl:hal-02494055
    DOI: 10.3917/vse.191.0096
    Note: View the original document on HAL open archive server: https://hal.science/hal-02494055
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    1. P. Aurier, 1993. "Analyse de la structure des marchés : Réflexions et propositions théoriques sur la relation entre deux alternatives de choix," Post-Print hal-02015238, HAL.
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    1. Maria Mercanti-Guérin & Laurent Flores, 2012. "Analyse de l'univers concurrentiel des sites de vente en ligne : une approche par le Web Analytics," Post-Print hal-02055028, HAL.

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