女性网购行为及营销策略分析.docxVIP

摘要 21?世纪，电子商务在我国呈现出了良好的发展趋势，它的飞速发展促 进了购物方式的多元化。与此同时，“她时代”的到来也使女性群体对购 买活动的参与和影响逐渐增大。电子商务如何通过合理的调整来迎合现代 女性网购的需要，从而占领女性的网购市场对其未来的发展是至关重要的。 本文通过对女性网购行为及消费者心理的分析来研究解读女性网购的行为 消费，并针对其产生的问题提出营销策略，进而促进电子商务中女性的购 买欲，让电子商务更加完善，更加适合现代女性的生活规律。 关键词：女性网购行为；消费者心理；策略 Women?online?shopping?behavior?and?marketing strategy?analysis Huqiufeng （Henan?Institute?of?Science?and?Technology,xinxiang） Abstract 21st?century,?e-commerce?in?the?country?has?shown?a?good?development trend,?it?is?to?promote?the?rapid?development?of?a?wide?range?of?shopping.?At?the same?time,?the?arrival?of?her?age?groups?of?women?also?participate?in?and influence?on?purchasing?activity?increases.?Ecommerce?how?to?cater?to?the needs?of?modern?women?online?shopping?through?reasonable?adjustments, which?occupied?the?womens?online?shopping?market?is?crucial?to?its?future development.?Based?on?the?woman?online?shopping?behavior?and?consumer psychology?analysis?to?study?online?shopping?women?interpret?consumer behavior?and?marketing?strategy?for?the?problem?raised?their?produce,?thus contributing?to?womens?desire?to?buy?e-commerce,?e-commerce?make?better and?more?suitable?for?modern?patterns?of?life?of?women. Key?words:?Women?online?shopping?behavior;?consumer?psychology; strategy II 目 录 摘要?................................................................................................................................................... I Abstract............................................................................................................................................. II 引言................................................................................................................................................... 1 一、消费行为的性别差异............................................................................................................... 1 （一）男性的消费行为................................................................................................................... 1 （二）女性的消费行为.................