關(guān)于網(wǎng)絡(luò)營(yíng)銷消費(fèi)者心理和行為分析

內(nèi) 容 摘 要

本文主要以網(wǎng)絡(luò)營(yíng)銷消費(fèi)者心理和行為的若干研究為重點(diǎn)進(jìn)行闡述，結(jié)合當(dāng)下網(wǎng)絡(luò)消費(fèi)的現(xiàn)狀為主要依據(jù)，從消費(fèi)者的收入、年齡、性別、職業(yè)、教育程度、所處地域等方面進(jìn)行深入探索與研究，其目的在于加強(qiáng)網(wǎng)絡(luò)營(yíng)銷水平，為催動(dòng)網(wǎng)絡(luò)營(yíng)銷持續(xù)發(fā)展提供有力條件，促使我國(guó)社會(huì)經(jīng)濟(jì)平穩(wěn)發(fā)展。

[關(guān)鍵詞]：網(wǎng)絡(luò)營(yíng)銷；消費(fèi)者心理；消費(fèi)者行為

目       錄

網(wǎng)絡(luò)消費(fèi)者的類型··········································3

1.1個(gè)人消費(fèi)者·············································3

1.2企業(yè)消費(fèi)者·············································3

1.3政府消費(fèi)者·············································4

網(wǎng)絡(luò)營(yíng)銷與消費(fèi)的現(xiàn)狀······································4

2.1網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀···········································4

2.2網(wǎng)絡(luò)消費(fèi)現(xiàn)狀···········································5

3.網(wǎng)絡(luò)營(yíng)銷消費(fèi)者心理和行為分析·······························5

3.1從消費(fèi)者層面分析········································5

3.1.1消費(fèi)者收入············································5

3.1.2消費(fèi)者年齡············································5

3.1.3消費(fèi)者性別············································6

3.1.4消費(fèi)者職業(yè)············································6

3.1.5消費(fèi)者受教育程度······································6

3.1.6消費(fèi)者所處區(qū)域········································6

3.2從店鋪的層面分析········································7

3.2.1以文化為中心的行為模式································7

3.2.2消費(fèi)者個(gè)性消費(fèi)的回歸··································7

3.2.3重視信息與價(jià)值的購(gòu)買行為······························7

3.2.4重視技術(shù)的購(gòu)買行為····································8

3.2.5追求綠色的生活方式····································8

3.2.6消費(fèi)者追求發(fā)生改變····································8

3.2.7消費(fèi)者主動(dòng)性加強(qiáng)······································8

3.2.8追求購(gòu)物便利的同時(shí)追求購(gòu)物樂(lè)趣························9

結(jié)束語(yǔ)························································9