网络时代消费特征营销策研究.docVIP

（ 二〇一四 年 四 月 摘 要 伴随着当代信息当代网络时代的到来，网络已经对传统的消费观念与消费行为有着不可想象的巨大的冲击，与传统营销相比较具有优越性的网络营销随世而生。网络营销的最大特色在于由消费者首要抛弃，寻求时尚化、个性化、效力与效益化的理性消费者拥有着比过去更多更大的选择自由。 Abstract Along with the advent of the era of modern network, modern information network has been the traditional consumption concept and consumption behavior are unthinkable huge impact, compared with the traditional marketing has the advantages of network marketing with the world.The biggest characteristic of the network marketing is dominated by consumers mainly, began to pursue vogue, individuation, efficiency and efficiently rational consumers begin to have more than in the past to greater freedom of choice.Modern consumers are beginning to choose online consumption gradually, their psychological factors are the main motivation factors.Consumer groups of rational choice to push the trend of modern consumer to a new higher level, the formation of the modern network consumption era full of their own features.Era with the rapid development of the modern consumer changes, the current protean situation need to be adapted its marketing strategy.According to the new consumption characteristics of the modern network era, each enterprises should adopt innovative countermeasures on enterprise marketing, joint Internet technology and now has been aggressively marketing theory of marketing strategy of innovation, only in this way can the constant transformation of market share, corresponding success in her new highly founded their own business goals are met. Key words: the Internet;Network consumption;The network marketing 目 录 绪 论 1 第一章 网络营销的背景目的 2 1.1 研究背景 2 1.2 研究目的 2 第二章 当代网络时代的到来 3 2.1 我们国家网络的发展 3 2.2 当代网络时代的特征 4 第三章 当代网络时代的消费 6 3.1 网络对消费的影响 6 3.2 关于网络消费特点 7 3.3关于网络消费者的消费心理分析 8 第四章 当代网络时代的营销 11 4.1 已有的市场营销理论 11 4.2 网络营销的特点 12 4.3 网络营销策略研究 13 4.3.1 商品策略 13 4.3.2 价格策略 13 4.3.3 促销策略 14 4.3.4 渠道策略 15 结 论 16 参考文献 17 谢 辞 18 绪 论 伴随着当代科学领域的快速进步、各种技术水平与相应的管理水平的极大提高，当代社会的供应关系悄无声息的发生了转变，当今消费者占主要地位的当代买方市场最先到来。首先，各种竞争的加融，另消费者最先面对更加