（二〇一四年四月摘要伴随着当代信息当代网络时代的到来，网络已经对传统的消费观念与消费行为有本科毕业论文题目：网络时代的消费特征及营销对策研究学生姓名：闫俊超学院：国际工商学院系别：市场营销系专业：市场营销班级：10-2班指导教师：博迪副教授学校代码：10128学号：201021501043着不可想象的巨大的冲击，与传统营销相比较具有优越性的网络营销随世而生。网络营销的最大特色在于由消费者首要抛弃，最先寻求时尚化、个性化、效力与效益化的理性消费者最先拥有着比过去更多更大的选择自由。当代消费者之所以最先逐渐选择网上消费，他们的心理因素是主要念头因素。消费者群体的理性选择将当代消费的发展趋向推到一个新的更高地步，形成了富有自身本身特征的当代网络消费时代。时代的快速发展致使当代消费也随之变化，当前变化多端的形势需要与其相适应的市场营销策略。针对当代网络时代的新消费特征，各个企业在企业营销上应该采取创新的对策，联合互联网技术与如今已有的市场营销理论积极进行营销策略的各种创新，只有这样才能在不停变换的市场上占据相应份额，在新的高度上成功达到企业本身创立的经营目标。关键词：互联网；网络消费；网络营销AbstractAlongwiththeadventoftheeraofmodernnetwork,moderninformationnetworkhasbeenthetraditionalconsumptionconceptandconsumptionbehaviorareunthinkablehugeimpact,comparedwiththetraditionalmarketinghastheadvantagesofnetworkmarketingwiththeworld.Thebiggestcharacteristicofthenetworkmarketingisdominatedbyconsumersmainly,begantopursuevogue,individuation,efficiencyandefficientlyrationalconsumersbegintohavemorethaninthepasttogreaterfreedomofchoice.Modernconsumersarebeginningtochooseonlineconsumptiongradually,theirpsychologicalfactorsarethemainmotivationfactors.Consumergroupsofrationalchoicetopushthetrendofmodernconsumertoanewhigherlevel,theformationofthemodernnetworkconsumptionerafulloftheirownfeatures.Erawiththerapiddevelopmentofthemodernconsumerchanges,thecurrentproteansituationneedtobeadapteditsmarketingstrategy.Accordingtothenewconsumptioncharacteristicsofthemodernnetworkera,eachenterprisesshouldadoptinnovativecountermeasuresonenterprisemarketing,jointInternettechnologyandnowhasbeenaggressivelymarketingtheoryofmarketingstrategyofinnovation,onlyinthiswaycantheconstanttransformationofmarketshare,correspondingsuccessinhernewhighlyfoundedtheirownbusinessgoalsaremet.Keywords:theInternet;Networkconsumption;Thenetworkmarketing目录绪论.....................................................................1第一章网络营销的背景目的.................................................21.1研究背景...........................................................21.2研究目的...........................................................2第二章当代网络时代的到来.................................................32.1我们国家网络的发展.................................................32.2当代网络时代的特征.................................................4第三章当代网络时代的消费.................................................63.1网络对消费的影响...................................................63.2关于网络消费特点...................................................73.3关于网络消费者的消费心理分析.......................................8第四章当代网络时代的营销................................................114.1已有的市场营销理论................................................114.2网络营销的特点....................................................124.3网络营销策略研究..................................................134.3.1商品策略.......................
