网络时代的消费特征及营销策略摘要互联网正以强大的力量不断融入到社会生活的每个方面，网络用户以几何级数递增，消费特点也随着发生了太多改变。近年间网络营销发展极为迅速，通过网络发展商业活动也渐渐变为商家们完成其营销策略的最主要方式之一。作为经济活动重点的企业也逐渐看清互联网的重要性，陆续搭上了电子商务这辆快车，发展网络营销方式通过提高自身在新的经济发展形势下的竞争力。所以，研究互联网时代的消费特点对更好地帮助企业将指定信息传递给特定人群有利，做到有的放矢，营销精准。本文利用对网络时代消费的深入研究，对网络时代消费的特点做出了六个总结，即开放性、整合性、隔离性、交互性、技术性、个体性。经过对这六大特点的整体研究，推出了以网络顾客为中心的4C网络营销组合方案，包括内容方案（Content）、竞争力方案（Competitiveness）、传播方案（Communication）、信誉方案（Credit）。网络营销4C组合方案可以给企业进行网络营销提供有用的理论和实践引导。关键词：网络；消费特点；4C网络营销组合方案AbstractTheInternetisapowerfulforceintoeveryaspectofsociallife,thenetworkuserstoincreasethegeometricseries,consumptioncharacteristicshavechangedtoomuch.Inrecentyears,therapiddevelopmentofnetworkmarketing,thedevelopmentofcommercialactivitiesthroughthenetworkhasgraduallybecomeoneofthemostimportantwayforbusinessestocompletetheirmarketingstrategy.AstheimportanceofeconomicactivitiesfocusonenterprisesalsograduallyseetheInternet,theelectroniccommerceoneafteranothertocatchthistrain,thedevelopmentofnetworkmarketingbyimprovingtheircompetitivenessunderthenewsituationofeconomicdevelopment.Therefore,thestudyofthecharacteristicsoftheInterneteraofconsumptiontobetterhelpcompaniestospecifytheinformationtransmittedtoaparticulargroupofpeople,sotargeted,precisemarketing.Thispapermakesanin-depthstudyoftheconsumptionintheInternetage,andmakesasummaryofthecharacteristicsoftheconsumptionintheInternetage,thatis,open,integrated,isolated,interactive,technical,andindividual.Six.Afteracomprehensivestudyofthecharacteristicsofthesix,launched4Cnetworkmarketingsolutionstothenetworkcustomerasthecenter,includingthecontentoftheprogram(Content),(Competitiveness),competitivescheme(Communication),reputationpropagationschemescheme(Credit).Thenetworkmarketing4Ccombinationschemecanprovideusefultheoreticalandpracticalguidanceforenterprisenetworkmarketing.Keywords:network;consumptioncharacteristics;4Cnetworkmarketingmixprogram目录摘要.......................................................................................................................................IAbstract.................................................................................................................................II一、网络营销相关理论介绍...............................................................................................6（一）网络营销定义....................................................................................................6（二）网络营销的特点................................................................................................6（三）网络营销与传统营销的区别............................................................................61.沟通方式的不同..................................................................................................62.沟通理念的不同..................................................................................................73.沟通时空限制的不同...............................................................
