网络时代的消费特征及营销对策资料.docVIP

网络时代的消费特征及营销对策 摘要 随着网络时代的来临，网络对传统的消费行为与消费观念有着巨大的差别，与传统的营销相比具有优越性的网络营销应运而生。网络营销的最大特点在于消费者主导，追求个性化、时尚化、效益与效率化的理性消费者拥有比过去更大的选择自由。消费者所以选择网上消费，心理因素是主要动因。时代的发展致使消费也随之变化，千变万化的形势需要与之相适应的市场营销策略。针对网络时代的消费特征，企业在营销上应该采取新的对策，结合互联网技术与现有的市场营销理论进行营销策略的创新，如此才能在瞬息万变的市场上占据份额，在新的高度上达到企业自身的经营目标。 本文通过研究网络营销的背景意义，知道现代社会网络营销已经愈来愈成为人们消费的主要消费方式。通过网络消费的现状，知道网络消费群体也愈来愈庞大，网络消费的特征较传统消费也发生着翻天覆地的变化，所以，针对当前的消费状况我们要采取适当的措施来应对新式的网络消费。 关键词：淘宝网；网络消费；网络营销 Network era of consumption characteristics and marketing strategies Abstract With the advent of the Internet age, the network has a huge impact on consumer behavior and consumer attitudes, compared with the superiority of network marketing and traditional marketing came into being.The most important feature of the network marketing is consumer-driven pursuit of individuality, the fashion, the effectiveness and efficiency of the rational consumers have greater freedom of choice than in the past. Consumers so I chose the online consumer, psychological factors are the main driving forces.The development of the times, resulting in consumption also changes, the ever-changing needs of the situation with suitable marketing strategy. Consumption characteristics of the Internet age, companies should be in marketing a new approach, combining Internet technology with the existing marketing theory innovation in marketing strategy, so that it can occupy in a rapidly changing market share reached new heights their own business objectives. In this paper, the research network marketing background significance to know the modern society network marketing has become more and more people are the main consumers of consumption. Know the network consumer groups are growing larger and larger features than traditional consumption of network consumption has also undergone enormous changes, the status of network consumption, for current consumption, we have to take appropriate measures to respond to the new network consumption. Keywords: Taobao ; Network consumption