电子商务-电商企业营销策略的发展对消费者行为的影响论文材料.docx

电商企业营销策略的发展对消费者行为的影响 【摘要】国内电商行业经过近20年的高速发展，已经从蹒跚的幼儿走向成熟的青壮年，以淘宝、天猫、京东商城等为代表的主流电商平台已维持在20%甚至更低的用户增速很长一段时间，市场份额竞争愈加激烈，成本日益增加，急需在各方面寻求突破。 值此之时，移动互联网蓬勃发展，各种社交软件层出不穷。微信作为移动端最主要的流量入口，有很强用户粘性，用户使用频率也非常高。因此，以社交平台为获得用户渠道的社交类电商是资本新的投资风向，社交电商行业中以拼多多为代表的的电商平台的接连上市，企业规模快速增长。 电商平台之间的竞争随着电商行业的发展壮大日趋激烈，不管是增速放缓目前发展到达瓶颈的天猫、京东等主流电商平台，还是乘着社交电商发展的东风而起的拼多多、蘑菇街等后起电商平台，都需要针对自身营销策略不短优化改进。 本文重点介绍了解各电商平台主要营销策略及其优点，用问卷调查的方式来找出各营销策略对消费者购物行为的影响，以消费者的反馈来找出各营销策略的缺点，并针对不足提出自己的改进建议。 【关键词】电子商务；营销策略；消费者 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： The influence of the development of e-commerce marketing strategies on consumer behavior [Abstract] After nearly 20 years of rapid development, the domestic e-commerce industry has grown from a toddler to a mature young man. Mainstream e-commerce platforms, such as taobao, Tmall and jingdong mall, have maintained a user growth rate of 20% or even lower for a long time. Both e-commerce platforms and merchants are facing the dilemma of increasingly fierce market share competition and increasing costs, and it is urgent to seek breakthroughs in all aspects. At this time, the mobile Internet is booming, a variety of social software emerge in endlessly, WeChat has become the most important traffic entrance of mobile terminal. Social software with rich traffic value generally has strong user stickiness and high user frequency. Therefore, social e-commerce, which takes social platforms as the user channel, is a new trend of capital investment. In the social e-commerce industry, e-commerce platforms represented by pinduoduo have been listed one after another, and the scale of enterprises has grown rapidly. Competition between electric business platform with the development of the electricity industry grow day by day intense, whether it is slowing the development to the bottleneck Tmall, jingdong mainstream electric business platform, or in the development of social electricity dongfeng and the prominent such as spelling, mushroom street, a lot of el