毕业设计论文-浅谈网络时代的女性消费者特征和营销对策.doc

昆 明 学 院 2014 届毕业论文（设计） 论文（设计）题目 浅谈网络时代的女性消费者特征和营销对策 子课题题目 姓 名 学 号 所属院系 专业班级 指导教师 2014 年 5 月 摘要 网络购物是网络时代下出现的一种没有时空限制、能够提供丰富多样的商品信息且具有低廉优惠的价格的一种消费方式，最重要的是它具有便利性以及能满足消费者在个性化与定制化上面的需求，这就让网络消费成为了此时代消费的流行趋势。在这个趋势下，女性消费者已成为了网络购物的活跃消费者，随着市场经济的发展，我国的消费环境已经从理性时代转为感性时代，在女性消费者的消费环境转变的情况下就需要对女性消费者的行为特征与心理特征进行一定程度上的分析，得出针对性的网络营销对策，这对于网络经营者、企业的生产与发展有重大的意义。 本文通过对女性消费者的购物特征进行分析识别，找到女性消费者网上消费的决定性因素，这对于网络商家的市场分析、把握消费对象有很大的帮助，同时也利于网络商家制定相应的营销对策，从而精准营销。这对我国的网络零售业的发展具有很强的促进作用。 关键词：网络购物 女性心理 网络营销 网络策略 Abstract Online shopping is on emergence of the Internet age there is time and space under the restriction. Can provide a variety of produce information and has a low discount prices consumption.The most importance is that it has a convenient and can meet consumer demand in personalization and customization above . This allows the network has become a popular trend in consumer spending this era. In this trend, female consumers become active consumers for online shopping, with the development of market economy,china’s consumer environment has shifted from the age of Reason emotional ear. In the case of women changing consumer environment the need for behavioral characteristics and psychological character is tics of female consumers to analyze a certain degree. Draw targeted web marketing strategy, which for the network operators, the production and development of great significance . Based on the characteristics of female consumers shopping for analysis to identify. Female consumers online to find the decisive factor in consumption. This market analysis for online retailers to capture consumer objects of great help. But also conducive to the network businesses to develop appropriate marketing strategies, and thus precision marketing. This for our country’s Internet retailing developmen