价格策略对网络营销的研究.docVIP

摘要 当前互联网的吋代下，网络成为当今的主流。随着网络吋代的到来，消费 呈现出新的时代特征。传统的单向媒体已经逐渐被网络媒体所取代。人们受到 网络营销环境的影响，消费方式也正在发生转变。而网购最大特点在于消费者 主导，消费者拥有比过去更大的选择自由，消费者所以选择网上购物，价格因 素是主要动因，针对网络时代的消费者的特点，消费者在于价格上可以多家对 比，所以企业在营销上应该采取新的价格对策，争取在价格优势上为企业创造 更高的利润。 关键词：消费特征；网络营销;价格策略;网络消费 Abstract Current under the age of the Internet，the network become the mainstream of today.With the advent of the era of network，consumption shows the characteristics of the new era.Traditional one-way media have been gradually replaced by the network media.People under the influence of the network marketing environment， consumption patterns are shifting.And online shopping the biggest characteristic is to consumers, consumers have more freedom of choice than in the past, so consumers choose online shopping，psychological factors are the main reason, according to the characteristics of the era of network consumers, can more contrast on consumers is price, so the enterprise should adopt the new price on the marketing countermeasures， for on the price advantage to create higher profits for enterprises. Key words： Consumption characteristics;the network marketing; pricing strategy; the network consumption TOC \o 1-5 \h \z —X弓丨言 1 HYPERLINK \l bookmark3 \o Current Document \h 二、 网络时代消费特征分析 2 （一） 网络对消费的影响 2 （二） 网t各消费者的消费心里 （三）网络消费特征 HYPERLINK \l bookmark4 \o Current Document \h 三、 网络时代营销现状分析 3 （一） 网络营销的特征 （二） 网络营销存在的问题分析 四、 网络时代营销价格策略分析 7 （―）价格策略 （二）产品策略 五、 网络时代营销时代价格策略建议 HYPERLINK \l bookmark5 \o Current Document \h 参考文献 3 CONTENTS Chapterl.Introduction 1 Chapter2.Analysis of characteristics of network times consumption 2 Sectionl.The influence of network on consumption 2 Section2.Network consumer spending in the mind 2 Section3.Network consumption characteristics 3 Chapter 3. Network era marketing present situation analysis 3 Sectionl.The characteristics of network marketing 3 Section2. Problems existing in the network marketing analysis 3 Chapter 4. Network era of marketing pricing strategy analysis 4 Sectionl. Pric