網絡時代的消費特征及營銷對策

內 容 摘 要

提示：本研究擬從網絡時代的開端，特點入手，結合當代互聯網現狀，淺析網絡對當代社會消費方面的影響，并針對性的提出營銷策略。根據網絡的特點和當今網絡消費的特征、消費人群的特征和心理，大致總結出網絡消費的趨勢、網絡消費人群的消費心理。同時以過往網絡營銷的例子為例，總結利弊，對今后網絡營銷提出更具針對性的策略。

[關鍵詞]：互聯網；網絡發展；網絡銷售；網絡消費；營銷對策

目       錄

摘要····························································1

網絡時代的開端···········································4

1.1世界互聯網的形成············································4

1.2中國互聯網的形成與發展的幾大階段····························4

網絡時代的特點以及在當今社會的應用·······················4

2.1我國現今網絡發展規模········································4

2.2我國現今網絡消費狀況········································5

2.3現今我國互聯網在信息傳播交互和消費方面的新特征··············5

網絡消費的特點、局限以及用戶人群分析·····················5

3.1網絡銷售現狀及其優點········································6

3.2網上銷售弊端··········································7

3.3網絡消費現狀及其優點········································8

3.4網絡消費呈現的缺點··········································8

針對網絡時代的特點提出針對性營銷策略·····················9

4.1網絡消費的趨勢··············································9

4.2網絡消費人群特征············································9

4.3過往網絡營銷案例········································9

4.4今后網絡營銷策略建議········································10

總結····················································10

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