基于网络消费者特征的营销策略分析学位论文

AbstractNetwork of e-commerce are the main consumers, psychologically they are showing a personalized, proactive and eager to new things, such as psychological characteristics. These characteristics of consumers in the purchase process for selecting the purchase motivation to compare the selection, purchase decision-making, purchase evaluation had a major impact. However, consumers in the network process, the lack of transaction security, network products, insufficient quality and reasonable prices and other factors affecting consumer purchase desire. Based on this, to engage in e-commerce enterprises and businesses should pay attention to network construction, improve service levels, improve the logistics system, such as strategies to better meet the consumer demand network, and promote their consumption, thereby enhancing the enterprises and business sales.Key Words ： Network of consumers, consumer psychology, buying behavior, network marketing引 言电子商务适应了新时代的经济特点，市场空间巨大。同时机会与挑战并存，企业和商家们面对的是全国甚至全球的竞争者。在金融危机下，一方面电子商务作为企业转型的手段，如何提高竞争力，成为决定企业能否转型成功的关键由于电子商务与传统商务存在较大的差异，造成网络消费者对比起线下消费者呈现出新的特点，了解网络消费者的心理行为特点必不可少。另一方面对于正在进行电子商务的企业和商家来说，如何争取更多的客户和留住旧客户是他们必需面对的问题。网络消费者是推动网络营销进展的主要动力，他们决定了今后网络营销的进展趋势和道路，企业要搞好网络营销除了需要借助强大的信息存储优势和宽阔的传销优势以外还必须要对网络消费者行为特征进行分析，了解他们的心理行为特点，有助于企业有针对地实施营销策略。这样才能在竞争日益激烈的今日得以生存和进展。1.网络消费者特征分析1.1 网络消费者的个体特征分析网络消费者的外部特征有很多，如年龄、职业、文化程度、性别、地区、个人月收入。下面我们先主要谈一下年龄与文化程度。1.1.1 年龄分布集中分布在 18~27 ...