我国网购人群消地费心理分析.docVIP

PAGE 我国网购人群消费心理分析 中文摘要 21世纪是网络的时代，消费者网上购物将是时代发展的必然趋势。在这种大趋势下，我国的网购人群逐渐扩大，网络消费金额也不断增加，由于网上消费与传统消费的不同，网购人群的消费心理也相应地发生了变化。本文就这背景下对我国网购人群的现状、消费心理变化趋势和特征进行了一定程度的分析，并从网络营销的角度为企业如何适应消费者网上购物心理特征提出了具有参考性的对策措施，这对于企业抓住市场机遇、迎接网络时代挑战具有积极的促进意义和重要的实践意义。 关键词：网购人群、消费心理、网络 Abstrat The 21st century is the era of Internet, online shoppers will be the inevitable trend of development of the times. In this trend, Chinas online shopping population gradually expanded, the amount of online spending will continue to increase online spending because of the different traditional consumption, net purchases of consumer psychology of the crowd changed accordingly. In this paper the context of the status quo of Chinas online shopping population, consumption trends and characteristics of psychological changes a certain degree of analysis and perspective from a network marketing business how to cope with the psychological characteristics of consumers shop online with a reference of proposed countermeasures , which for enterprises to seize the market opportunities and meet the challenges of the Internet age has a positive and stimulating and important practical significance. Key words：Online shopping crowd, consumer psychology, network 目 录 1前言…………………………………………………………………………1 2我国网络购物与网购人群的现状分析……………………………………1 2.1网购用户规模和市场概况………………………………………………1 2.2网络购物用户特征………………………………………………………1 3我国网购人群的消费心理变化趋势和特征………………………………1 3.1质优价廉是购买关键……………………………………………………2 3.2追求个性化的消费………………………………………………………2 3.3注重商家信誉……………………………………………………………2 3.4消费主动性增强…………………………………………………………2 4病态型网购人群的出现……………………………………………………3 5企业网络营销对策的思考与建议…………………………………………3 5.1努力提供个性化的产品与服务…………………………………………3 5.2建立产品与企业信誉……………………………………………………3 5.3提高企业员工素质和服务效率…………………………………………4 5.4搞好企业网站建设………………………………………………………4 6结语…………………………………………………………………………4 参考文献 ……………………………………………………………………5 广东商学院信息学院 我国网购人群消费心理分析 5 - 广东商学院信息学院 我国网购人群消费心理分析 1 - 1．前言 互联网的发展实现了信息可靠，实时有效，节省资金、人力、物力和