Mail order business is one of the non-store retailing. Recent years, the retail industry in Japan is getting depressed; the mail order business industry still keeps growing. Nowadays, the mail order business has become an indispensable way of purchase to Japanese. The popularity of the mail order business has increased due to advances in the technology of computers and cellular phones these years. However, the catalog mail order is partially being phased out with the developments of internet mail order. Moreover, the business of internet mail order has also become the main role of mail order business.
This thesis analyzes both the expansion of market and industry and the present condition of internet mail order business. For instance, how the customers use internet mail order, the dealers’ promotion tools, delivery ways and payment services. Furthermore, this thesis dissects the case, Rakuten Ichiba by 4C’s of internet marketing, and interprets the success in internet shopping mall which is a pattern of the internet mail order businesses.
According to the research, three conclusions were obtained. Firstly, in order to cost down and to develop new customers, not only the dealers of mail order business, but the other retailers joined the internet mail order business. And therefore the business of internet mail order is in it’s continuously development. Secondly, due to the competitive industry, how the dealers utilize promotion and multi-channel strategy to attract the customers and providing better goods and services is vital. Thirdly, in addition to building a comfortable shopping environment, the “Attractive force” that attracts the customers by rich selection of goods and the “Support force” that backs up the franchisees by convenient functions are the keys to success to the dealers of internet shopping mall.