網絡營銷中買方行為研究—以電子產品消費為例

摘要

網絡營銷是一種點對點、多方向、交互式的營銷模式，企業可運用該種向買方傳送產品信息，買方也能夠通過其向企業實時反饋信息，從而使交易費用不斷下降，推動了營銷的實時性。作為經典的靶向營銷方式的網絡營銷，在營銷中有自身的特殊性，通過網絡平臺完成了企業同買方間的無縫對接。網絡的不限時間、地域、便利性和低費用等特點，令企業的營銷平臺得到大大的拓展，推動了傳統營銷模式的變革。本文以電子產品為例，對網絡營銷中買方行為展開研究，并提出了電子產品網絡營銷中買方行為的營銷策略。

關鍵詞：網絡營銷；買方行為；電子產品；消費

abstract

E-marketing is a multi-directional, interactive and point-to-point marketing mode. Enterprises can use e-marketing

By transferring product information to consumers, consumers can also feed back information to enterprises in time, further reducing the delivery

Easy cost promotes real-time marketing. Network marketing is a typical "target marketing method" and its marketing process

With specificity, it realizes the seamless docking between enterprises and consumers on the network platform. The low cost, convenience, cross time and cross space of Internet make enterprise marketing have a broader platform and promote the reform of traditional marketing methods. Taking electronic products as an example, this paper studies the buyer's behavior in E-marketing, and puts forward the marketing strategy of buyer's behavior in E-marketing.

Keywords: Internet marketing; buyer behavior; electronic products; consumption

目錄

前言3

一、網絡營銷買方行為分析3

（一）買方行為模式3

二、電子產品網絡營銷現狀4

（一） 產品同質化現象4

（二）產品價格方面4

（三）便利性方面5

（四） 溝通方面5

三、電子產品網絡營銷中買方行為的營銷策略5

（一）產品策略5

（二）定價策略6

（三）渠道策略6

（四）溝通策略6

（五）促銷策略6

（六）培養消費習慣策略6

結語7

參考文獻7