电子商务环境下消费者行为分析与市场营销策略.docVIP

摘要 计算机网络是20世纪最伟大的产物之一，其发展速度之快也是史无前例的。随着网络技术的高速发展，电子商务被越来越多的人所接受，消费者的消费观念、消费方式和地位正在发生着重大的变化。电子商务借助于互联网的即时互动，缩小了生产者与消费者之间的距离。在电子商务环境中，消费者可以在任何时间在网络商店里挑选自己满意的商品，企业也可以直接面对消费者进行交易， 这彻底改变和影响到了传统的消费者行为。本文从对网络市场环境分析入手，结合消费者的年龄与文化结构、消费者的收入结构等来分析环境的改变对消费者心理、行为上的影响。通过探讨在网络环境下的消费者行为特征和传统的消费者行为模式相比较所发生的变化，对消费者对电子商务环境下消费的理解与接受情况加以分析，探索出适应网络条件下消费者行为变化的市场营销策略，并对网上消费的法律支持和电子商务法对运营商的规范提出可行意见。 关键词：电子商务、消费者、网络市场、消费行为、网络消费、营销策略 ABSTRACT The computer network is one of the greatest products in the 20th century， the fast development is unprecedented. Along with the rapid development of network technology，E-commerce is accepted by more and more people，Consumer’s concept of consumption， consumption mode and the position is undergoing significant changes. E-commerce by real-time interaction of Internet，narrow the distance between producers and consumers. In the electronic commerce environments， consumers can choose themselves satisfactory products in Network stores at any time， enterprises also can directly do business with consumers. This thoroughly change and influence to the traditional consumer behavior. This article from the network market environment， Combining with the culture of consumer age structure， consumer income structure， etc. To analyze the changes in the environment of consumer psychology and behavior. Through the discussion on the network environment of consumer behavior characteristic and the traditional consumer behavior patterns， compared to the changes， to analyze the understanding and accepting of consumers which Under the e-commerce environment of consumption. Explored adapt to changes in consumer behavior under the condition of network marketing strategy，and give some advices for online consumption legal support and E-commerce laws for operators. Key words: E-commerce，Consumers， Network market，Consumer behavior， Internet consumption， Marketing strategy 目 录 TOC \o 1-3 \h \z \u 第1章 引言 1 1.1 研究电子商务环境下消费者行为的背景 1 1.1.1 互联网的飞速发展 1 1.1.2 电子商务的飞速发展 2 1.2 研究电子