电子商务专业毕业论文--B2C网站消费者行为分析及对策研究.docVIP

摘 要 B2C电子商务模式电子商务模式快捷、方便B2C网站消费者行为影响因素，从价格、信誉、交易安全、物流配送、产品、服务、营销互动七个方面提出了改进对策。本文的探索和研究Abstract As?a?mainstream?mode?of?e-commerce,?B2C?e-commerce model, with?a?fast, convenient and?low cost advantage, the model excssded the boundaries of time and space, real-time interaction with consumers around the world, personalized?marketing,?real-time delivery of goods, developing very rapidly. B2C?e-commerce?business processes andcustomer service?has limitations,?largely?due to?consumer behavior,?the?only systematic analysis of the?consumer behavior?of the B2C website in order to effectively compensate for the lack of B2C model. Consumer behavior characteristics of the B2C website buying process, especially factors affecting buying behavior is explained, and influencing factors of consumer behavior based on B2C websites, from the price, reputation, transaction security, logistics and distribution, product, service, marketing seven interactive aspects of the improved response. Of exploration and research can provide guidance andreference for enterprises to effectively carry out the B2C e-commerce to help enterprise organization based on the consumer behavior characteristics related to production and business activities, improve the performance of marketing activities, and enhance market competitiveness and ability to resist risks. Promote the healthy and stable development of enterprises and industry. Keywords: B2C (business to consumer) e-commerce; analysis of consumer`s behavior; countermeasures 目 录 摘 要 I Abstract II 绪 论 1 1、 问题的提出 1 2、 国内外研究动态 1 3、 研究的主要内容与组织结构 2 一、 B2C电子商务模式及网站消费者行为概述 3 1、 B2C电子商务模式 3 2、 B2C网站消费者行为 4 二、 B2C网站消费者行为分析 5 1、 B2C网站消费者行为特点 5 2、 B2C网站消费者购买行为过程分析 6 3、 B2C网站消费者购买行为的影响因素 7 三、 基于B2C网站消费者行为影响因素的改进对策 9 1、 价格策略 9 2、 信誉策略 9 3、 交易的安全策略 9 4、 注重商品的物流配送 10 5、 产品策略 10 6、 服务策略：建立个性化交易平台 11 7、 营销互动策略 11 结 论 12 参考文献 13 致 谢 14  绪 论 问题的提出 2012年1月16日，中国互联网络信息中心（CNNIC）在京发布《第29次中国互联网络发展状况统计报告》（以下简称《报告》）。《报告》显示，截至2011年12月底，中国网民规模达到5.13亿，全年新增网民5580万；互联网普及率较