网络时代的消费特征以及营销策略.docVIP

网络时代的消费特征及营销策略 学院： 年级： 专业： 姓名： 学号： 指导教师: 互联网正以强大的力量不断融入到社会生活的每个方面，网络用户以几何级数递增， 消费特点也随着发生了太多改变。近年间网络营销发展极为迅速，通过网络发展商业活动 也渐渐变为商家们完成其营销策略的最主要方式之一。作为经济活动重点的企业也逐渐看 清互联网的重要性，陆续搭上了电子商务这辆快车，发展网络营销方式通过提高自身在新 的经济发展形势下的竞争力。所以，研究互联网吋代的消费特点对更好地帮助企业将指定 信息传递给特定人群有利，做到有的放矢，营销精准。 本文利用对网络时代消费的深入研宄，对网络时代消费的特点做出了六个总结，即开 放性、整合性、隔离性、交互性、技术性、个体性。经过对这六大特点的整体研宂，推出 丫以网络顾客为屮心的4C网络营销组合方案，包括内容方案(Content)、竞争力方案 (Competitiveness)、传播方案(Communication)、信誉方案(Credit)。网络营销 4C 组合方案可以给企业进行网络营销提供有用的理论和实践引导。 关键词：网络；消费特点；4C网络营销组合方案 Abstract The Internet is a powerful force into every aspect of social life, the network users to increase the geometric series，consumption characteristics have changed too much. In recent years, the rapid development of network marketing, the development of commercial activities through the network has gradually become one of the most important way for businesses to complete their marketing strategy. As the importance of economic activities focus on enterprises also gradually see the Internet，the electronic commerce one after another to catch this train，the development of network marketing by improving their competitiveness under the new situation of economic development. Therefore，the study of the characteristics of the Internet era of consumption to better help companies to specify the information transmitted to a particular group of people, so targeted，precise marketing. This paper makes an in-depth study of the consumption in the Internet age，and makes a summary of the characteristics of the consumption in the Internet age，that is，open，integrated， isolated, interactive，technical，and individual. Six. After a comprehensive study of the characteristics of the six，launched 4C network marketing solutions to the network customer as the center，including the content of the program (Content), (Competitiveness)，competitive scheme (Communication)，reputation propagation scheme scheme (Credit). The network marketing 4C combination scheme can provide useful theoretical and practical guid