网络时代下的消费特征及营销对策的摘要及目录.docVIP

网络时代下的消费特征及营销对策 摘要 伴随着科学技术的不对进步，我们今天进入了网络时代，伴随着网络时代的到来，网络进入到了人们的生活当中，为广大的消费者带来了很大的方便同时也让人们的生活有了巨大的变化。极大地促进了我国社会经济的发展，人类思想观念的转变和工作方式，生活习惯等的改变。 在巨大的变化下，网络对传统的消费行为与消费观念也有着巨大的冲击，与传统营销相比有优越性的网络营销应运而生了。网络营销的最大的特点就是消费者追求个性化，时尚化，效益与效率化得理性。因此，消费者有比过去更大更多的选择自由。消费者选择网上消费的心理因素是最主要的动因。群体的理性选择将消费的发展趋向推到一个新的境界，形成了富有自身特征的网络时代消费。时代的发展导致消费也随之变化了，这就需要有与之相适应的市场营销策略。对于网络时代的消费特征，企业在营销上应该采取新的营销对策，运用互联网技术与现有的市场营销策略的创新，这样才能在不断发展着的市场上占据一定的份额，在新的时代中达到企业自身新的经营目标。 关键词：互联网；网络消费；网络营销 Internet age consumption characteristics and marketing countermeasures Author：Zhou shilin Tutor: Liu lingling Abstract Along with the science and technology progress of wrong, we today into the network era, with the arrival of the age of the Internet, network into peoples life, for the majority of customers with great convenience also let peoples life has changed a lot. Greatly promote the Chinas social and economic development, human ideological change and work methods and living habits change. In the great change, the network to the traditional consumer behavior and consumption concept also has the huge impact, and the traditional marketing advantages compared with the network marketing arises at the historic moment. The characteristics of the network marketing is the biggest consumers is pursue personalized, vogue, benefit and efficiency to reason. Therefore, consumers have more than the past more freedom of choice. Consumer choice to buy online psychological factor is the main reason. Groups of rational choice will push the development tendency of consumption to a new stage, forming a rich its characters network time consumption. The development of The Times lead to consumption changes, this has to be and that adapt to the market marketing strategy. In the era of network consumption characteristics, the enterprise is in sale should take new marketing countermeasures, use the Internet technology and the existing market marketing strategy of innovation, suc