目录摘要.....................................................................................................................................4关键词.................................................................................................................................4Abstract...............................................................................................................................4Keywords...........................................................................................................................4一、引言............................................................................................................................4（一）选题背景.........................................................................................................4（二）研究意义.........................................................................................................41.实现目标用户的精准营销..............................................................................42.有效降低企业的营销成本..............................................................................5（三）论文结构与研究方法.....................................................................................51.论文结构..........................................................................................................52.研究方法..........................................................................................................5二、文献综述.....................................................................................................................5（一）电商营销模式背景.........................................................................................5（二）互联网环境下消费者行为心理因素.............................................................51.对物美价廉的需求..........................................................................................52.对方便快捷的追求..........................................................................................53.易受广告、活动等外因的诱导......................................................................64.冲动消费趋向明显..........................................................................................65.重视消费参与过程..........................................................................................6三、阐述社交电商概念及特点.........................................................................................6（一）社交电商的概念.............................................................................................6（二）社交电商的特点.............................................................................................61．粘性大、互动强...........................................................................................62．用户细分精确...............................................................................................63．商业潜力巨大...............................................................................................6四、分析消费者行为在营销策略中的作用.....................................................................7（一）品牌形象及品牌管理.....................................................................................7（二）产品定位及产品定价相对准确..................................................................
