摘 要伴随着信息技术的飞速发展，网络营销也已悄然走进人们的生活，到目前为止已发展成为人们丰富多彩生活中不可缺失的一部分。2009 年“双十一”网络购物节的诞生，进一步推动了网络营销市场的发展壮大。在网络市场中，大学生群体眼光敏锐，对新事物的接受能力强且对“双十一”购物节参与率高，因此占有重要地位。基于网络市场的发展壮大及大学生在网络市场中的重要地位，本文选取山东管理学院在校大学生“双十一”购物节期间的网络消费行为作为研究对象，采用文献研究法、问卷调查法等，总结概括出大学生如下网络消费行为特点，品牌倾向、个性化、对待价格心态复杂、易受商家促销广告的影响等。基于大学生以上消费行为特点，分析得出“双十一”购物节期间网络营销策略存在产品大众化，缺乏创新；价格策略实效性不强；促销缺乏针对性；物流利用率及线上线下综合运用率低等问题。最后针对网络营销策略现存问题从 4P 角度出发，提出了相应的解决措施：明确市场定位，打造品牌风格；折扣定价以及低价策略；广告宣传与销售促进相结合，网络营销与校园营销相结合；线上线下走向融合。为从事网络营销的商家们贡献智慧力量。关键词：大学生；“双十一”购物节；消费行为；网络营销策略AbstractWith the rapid development of information technology, network marketing has quietly entered people's life, so far has developed into an indispensable part of people's colorful life. In 2009, the birth of "double eleven" online shopping festival further promoted the development and growth of online marketing market. In the Internet market, college students have a keen eye, a strong ability to accept new things and a high participation rate in the "double 11" Shopping Festival, so they play an important role. Based on the development of the Internet market and the important position of college students in the Internet market, this paper selects the online consumption behavior of college students in Shandong University of management during the "double eleven" Shopping Festival as the research object, and summarizes the following characteristics ...
