电子商务-基于大学生网购心理的网络营销策略的探究.docxVIP

基于大学生网购心理的网络营销策略的探究 【摘要】我国的互联网技术已经十分普及，至此保持着高速发展。网络购物近年来开始流行，其中大学生群体是重要的网络消费者，在电子商务的巨大市场中是不可缺少的一部分。基于经济能力有限等原因，大学生网购消费心理具有独特性，但多数商家的营销策略面向对象广泛，缺乏针对性，很难将大学生群体在网络购物上的潜力挖掘出来。为了提高大学生的网络购物力，促进电商经济的发展，本文通过对文献资料的整合，问卷调查和分析，以及部分同学的访谈，了解了大学生网购的动机、决策过程等，以此提出了以下十二条针对大学生群体的互联网营销策略：学生优惠价格策略、内容引流策略、自主定制策略、个性包装策略、高校公众号营销策略、试用推广策略、学生会员策略、社群营销策略、微博意见领袖营销策略、短视频营销、互动式广告和奖励策略、关怀式售后策略。 【关键词】大学生网购；网络营销策略；问卷调查 Research on the network marketing strategy based on College Students online shopping psychology [Abstract]Chinas Internet technology has been very popular, so far maintained a high-speed development. Online shopping has become popular in recent years, among which college students are important online consumers, and they are an indispensable part in the huge market of e-commerce.Based on the limited economic ability and other reasons, college students online shopping consumption psychology has its own characteristics, but most businesses marketing strategies are object-oriented, lack of pertinence, and fail to tap the potential of college students in online shopping. In order to improve college students online shopping ability and promote the development of e-commerce economy, this paper, through the integration of literature, questionnaire survey and analysis, as well as interviews with some students, understands the motivation and decision-making process of College Students online shopping, and puts forward the following twelve online marketing strategies for College students: Student preferential pricing strategy, content drainage strategy, self customization strategy, personalized packaging strategy, official account marketing strategy, trial promotion strategy, student member strategy, community marketing strategy, micro-blog opinion leader marketing strategy, short video marketing, interactive advertising and incentive strategy, caring customer service strategy. [Keywords]Collegestudentsonlineshopping onlinemarketingstrategy questionnairesurvey 目 录 TOC \o 1-3 \h \z \u