唐山学院毕业论文论文题目：企业网络与传统营销消费者行为比较研究系别：经济管理系班级：10工商企业管理（1）班姓名学号：林春阳(3100526118)指导教师：张佳彤2013年6月企业网络与传统营销消费者行为比较研究摘要网上购物作为一种新的营销渠道,由于它能够提供丰富的商品信息,突破时空限制,低成本运作,允许消费者随时随地进行购物,并能为消费者提供个性化和定制化的商品,因而比传的购物方式具有更多的优势。这些优势使得网上购物迅速发展。网络营销作为传统营销的延伸与发展，既有与传统营销共性的一面，也有区别于传统营销的一面。二者的相同点主要表现在都是企业的一种经营活动；二者并不是单靠某种手段去实现目标，而是要开展各种具体的营销活动；都把满足消费者需求作为一切活动的出发点；对消费者需求的满足，不仅停留在现实需求上而且还包括潜在需求；二者都要为实现企业的总体营销目标服务等。本文将通过比较网上和网下消费者购物行为的差异，研究影响者网下和网上产生不同行为的关键因素，更好的完善网上和网下的营销策略，从而达到最大效益。关键词：网络营销传统营销消费者行为营销策略ConsumerBehavior:ComparisonofOn-lineMarketingandTraditionalmarketingAbstractOnlineshoppingasanewmarketingchannel,becauseitcanprovideawealthofproductinformation,breaktheconstraintsoftime,low-costoperation,allowingconsumerstomakepurchasesanywhereandcanprovideconsumerswithpersonalizedandcustomizedproducts,thuswaytoshopthanthepasshasmoreadvantages.Theseadvantagesmaketherapiddevelopmentofonlineshopping.Internetmarketingasanextensionoftraditionalmarketinganddevelopment,bothincommonwithtraditionalmarketingside,butalsodifferentfromtraditionalmarketingside.Similaritiesbetweenthetwoenterprisesaremainlyinabusinessactivity;doesnotliebetweenthetwomeanstoachievecertaingoals,buttocarryoutavarietyofspecificmarketingactivities;regardedasallactivitiestomeetconsumerdemandthestartingpoint;meetconsumerdemand,notonlystayintherealdemand,butalsothepotentialdemand;bothhavetoachievetheenterprise'soverallmarketingobjectivesservices.Thisarticlewillcompareonlineandofflineconsumershoppingbehaviordifferences,researchinfluencerofflineandonlinebehaviorproducedifferentkeyfactortobetterimprovetheonlineandofflinemarketingstrategy,soastoachievemaximumefficiency.Keywords:On-lineMarketing；Traditionalmarketing；consumerbehavior；Themarketingstrategy目录1引言.................................................................12传统营销与网络营销的概述............................................22.1传统营销的概述及特征...........................................22.1.1信息传播不对称............................................22.1.2沟通方式单向性............................................22.1.3具有强迫性................................................22.2网络营销的概述及特征...........................................22.2.1跨时空....................................................32.2.2多媒体....................................................32.2.3交互式....................................................32.2.4拟人化....................................................32.2.5成长性....................................................32.3网络营销对传统营销策略的冲击...................................32.3.1对定价策略的冲击..........................................32.3.2对营销战略的影响..........................................43网络与传统消费者行为概述.............................................53.1消费者行为概述.................................................53.1.1个性消费的回归..................................
