基于消費(fèi)者心理的互聯(lián)網(wǎng)企業(yè)營(yíng)銷(xiāo)策略分析

XCLW50192  基于消費(fèi)者心理的互聯(lián)網(wǎng)企業(yè)營(yíng)銷(xiāo)策略分析  (字?jǐn)?shù)：10542)

隨著第二屆世界互聯(lián)網(wǎng)大會(huì)在我國(guó)烏鎮(zhèn)的成功舉行，標(biāo)志著我國(guó)正大步邁入世界互聯(lián)網(wǎng)大國(guó)時(shí)代，電子商務(wù)的發(fā)展熱潮已經(jīng)席卷而來(lái)，這是我國(guó)經(jīng)濟(jì)發(fā)展新的契機(jī)，也是我國(guó)人民創(chuàng)造財(cái)富新的機(jī)會(huì)。因此，企業(yè)和個(gè)體應(yīng)將注意力集中到網(wǎng)絡(luò)消費(fèi)者心理與行為的分析上，所謂知己知彼，才能百戰(zhàn)不殆。

本文首先從網(wǎng)絡(luò)消費(fèi)的文獻(xiàn)綜述入手，只有站在巨人的肩膀上，才能看得更高更遠(yuǎn)，了解到互聯(lián)網(wǎng)對(duì)消費(fèi)者的消費(fèi)行為影響越來(lái)越大，電子商務(wù)在我國(guó)的發(fā)展已經(jīng)進(jìn)入黃金時(shí)期，并不斷迸發(fā)著新的能量。接下來(lái)從我國(guó)網(wǎng)絡(luò)消費(fèi)的現(xiàn)狀和環(huán)境的背景下分析我國(guó)網(wǎng)絡(luò)消費(fèi)發(fā)展迅速的原因和網(wǎng)絡(luò)消費(fèi)者會(huì)選擇進(jìn)行網(wǎng)購(gòu)的基礎(chǔ)，在充分分析國(guó)家統(tǒng)計(jì)數(shù)據(jù)和網(wǎng)絡(luò)調(diào)查的前提下，對(duì)我國(guó)消費(fèi)者心理與行為以及消費(fèi)者本身進(jìn)行分析，對(duì)比傳統(tǒng)消費(fèi)和網(wǎng)絡(luò)消費(fèi)發(fā)現(xiàn)網(wǎng)絡(luò)消費(fèi)網(wǎng)名熱捧的因素，最后，采用問(wèn)卷調(diào)查的方法充分了解網(wǎng)絡(luò)消費(fèi)者的年齡，收入、學(xué)歷、性別、工作單位等因素對(duì)網(wǎng)絡(luò)消費(fèi)的影響。

最后，在對(duì)網(wǎng)絡(luò)消費(fèi)者進(jìn)行心理與行為分析的基礎(chǔ)上對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)者的建議，企業(yè)和個(gè)體中的網(wǎng)絡(luò)營(yíng)銷(xiāo)者只有在龐大的網(wǎng)民中辨別出真正的網(wǎng)絡(luò)購(gòu)買(mǎi)者，并對(duì)他們進(jìn)行分析和研究，才能制定正確的營(yíng)銷(xiāo)策略，才能在日益復(fù)雜的網(wǎng)絡(luò)競(jìng)爭(zhēng)中立于不敗之地。

關(guān)鍵詞：網(wǎng)絡(luò)消費(fèi)  網(wǎng)絡(luò)消費(fèi)者的心理與行為  網(wǎng)絡(luò)營(yíng)銷(xiāo)策略

Abstract

  As the second world assembly on the Internet in our country, the success of Wuzhen, marked the our country is strode into the Internet era, the development of e-commerce boom has swept by, the country's economic development of a new opportunity, is also our people to create wealth of new opportunities.Therefore, enterprises and individuals should focus on the network, on the analysis of consumer psychology and behavior, your argument.

  This article first from the literature review of network consumption, only standing on the shoulders of giants, to look higher and further, to understand the Internet influence on consumer behavior is more and more big, the development of electronic commerce in our country has entered the golden age, and constantly bursting with new energy.Next from the present situation of China's network consumption and the environment under the background, the author analyzes the reasons of network consumption in China has developed rapidly and network consumers choose online shopping, the basis of statistical data and analyzed under the premise of Internet survey, consumer psychology and behavior and consumer itself in China were analyzed, and compared with the traditional consumption and consumption found network net popular factor, finally, using a questionnaire method to fully understand the age of network consumers, income, education, gender, business unit and the influence of factors on the network consumption.

  Finally, on the network based on the analysis of consumer psychology and behavior of network marketers suggested that companies and individuals in the network marketers identify true only in its Internet network buyers, and carries on the analysis and research to them, to formulate correct marketing strategy, can in an impregnable position in the increasingly complex network competition.

  Keyword: Network consumption  Network consumers' psychology and behavior  The network marketing strategy

                      目錄

一、 研究背景與文獻(xiàn)綜述 1

(一)研究背景 1

(二)文獻(xiàn)綜述 1

二、 網(wǎng)絡(luò)消費(fèi)的現(xiàn)狀和環(huán)境 3

(一)網(wǎng)絡(luò)消費(fèi)的現(xiàn)狀 3

(二)網(wǎng)絡(luò)消費(fèi)的宏觀環(huán)境 3

(三)網(wǎng)絡(luò)消費(fèi)的微觀環(huán)境 5

三、 網(wǎng)絡(luò)消費(fèi)的心理狀況分析 6

(一)網(wǎng)絡(luò)消費(fèi)的需要(心理特征) 6

(二)網(wǎng)絡(luò)消費(fèi)者的動(dòng)機(jī) 6

(三)網(wǎng)絡(luò)消費(fèi)者的行為 7

三 網(wǎng)絡(luò)消費(fèi)者的特點(diǎn) 9

(一)網(wǎng)絡(luò)消費(fèi)者的學(xué)歷 9

(二)網(wǎng)絡(luò)消費(fèi)者的性別 9

(三)網(wǎng)絡(luò)消費(fèi)者的工作單位 10

(五) 網(wǎng)絡(luò)消費(fèi)者的收入 10

四．網(wǎng)絡(luò)營(yíng)銷(xiāo)策略的若干建議 11

(一)價(jià)格策略 11

(二)產(chǎn)品策略 11

(三)品牌策略 11

(四)促銷(xiāo)策略 11

(五)網(wǎng)店設(shè)計(jì)簡(jiǎn)單化 11

(六)網(wǎng)絡(luò)的推廣 11

(七)物流 12

五 總結(jié) 13

參考文獻(xiàn)： 14