网络营销论文.doc

随着互联网在我国的迅速发展和普及，网民数量持续增长，网民的特征结构 也在发生相应的变化。如何从庞大的网民群体屮识别企业潜在的顾客，分析他们 的心理与行为特征，是企业进行网络营销定价的首要任务。本文对我国网络消费 者的心理与行为特征进行了具体的分析，并指出企业必须认识，适应并主动地采 取相应的营销策略来影晌网络消费者的心理和行为，才能在未来的营销竞争屮立 于不败Z地。并从网络营销定价的概念和特点入手，探讨了网络营销定价的步骤， 深入剖析了网络营销定价的影响因素，此基础丄提出了网络营销定价的若干策 略。 关键词：网络消费者;消费心理;网络营销定价;网络营销策略 Abstract: With the Internet in Chinas rapid development and popularization of continued growth in the number of Internet users, Internet users are also the characteristics of the structure of the corresponding changes. How large groups of users to identify potential corporate customers to analyze their psychological and behavioral characteristics of the network marketing business is the primary task of pricing. This article on Chinas network of consumer psychology and behavior characteristics of a specific analysis, and pointed out that enterprises must recognize and adapt and take the initiative to adopt corresponding marketing strategies to influence consumer network and psychological behavior in order to compete in the next marketing in an Position. From the concept of network marketing, pricing and features start to explore the marketing network of pricing steps, in-depth analysis of network marketing factors that influence pricing, based on the number of network marketing pricing strategy. Key words: E-marketing consumer; Consumer psychology; E-marketing pricing; E-marketing strategy TOC \o 1-5 \h \z 弓丨言 I HYPERLINK \l bookmark01网络消费者心理分析 2 HYPERLINK \l bookmark21」消费者网上消费的心理因素 2 HYPERLINK \l bookmark41.2制约消费者网丄消费的心理因素 3 HYPERLINK \l bookmark62网络营销定价概述 5 HYPERLINK \l bookmark82」网络营销定价 5 HYPERLINK \l bookmark102.2网络营销定价的影响因素 5 HYPERLINK \l bookmark12网络营销定价特点 6 HYPERLINK \l bookmark143网络营销定价目标和控制 8 3」 网络营销定价FI标 8 HYPERLINK \l bookmark18网络营销价格控制 8 HYPERLINK \l bookmark204网络营销定价策略 9 HYPERLINK \l bookmark224」低价定价策略 9 HYPERLINK \l bookmark244.2定制定价策略 9 HYPERLINK \l bookmark26竞争导向定价策略 9 HYPERLINK \l bookmark285网络营销策略 10 5」 网丄商店 10 HYPERLINK \l bo