网络环境下的消费者行为研究及营销策略

摘  要
    二十一世纪是网络的时代，在电子商务迅猛发展的背景下，网络购物成为越来越多的消费者的选择，我国网络购物市场发展迅猛。网络不仅改变了人们的消费行为方式，同时也对企业的市场营销策略产生了深刻而重要的影响。在网络营销环境下，消费者的行为与传统的消费者行为相比，呈现出众多的新特征。在当今顾客至上的经营理念占主导地位的条件下，谁掌握了消费者新的消费行为特征，谁就可能在竞争中取胜，取得主导地位，正确认识这些新的特征，对于企业适应新环境，更好的细分市场、采用先进的营销手段和方法、满足消费需求具有重要的意义。
    本文分析了这些新的特征，提出了企业有必要认真审视消费者行为特征的变化，在制定企业的营销策略时，要考虑网络营销环境下消费者行为产生这些新特征，并据此采取科学有效的营销策略，以适应消费者需求的多样化和多变性。

关键词  网络消费者行为；网络营销策略；消费者需求 
Abstract
     The 21st century is the era of the network in the background of the rapid development of e-commerce, online shopping has become more and more consumer choice, the rapid development of China's online shopping market. The network has not only changed people's consumption behavior, but also a profound and important impact on the marketing strategy. In the network marketing environment, consumer behavior compared with the traditional consumer behavior, showing a large number of new features. In the conditions of today's customer-oriented business philosophy dominated by one who has mastered the characteristics of consumer consumption behavior, one might win in the competition, and achieved a dominant position, the correct understanding of these new features, and for enterprises to adapt to new environments, better market segments, the use of advanced marketing tools and methods to meet consumer needs is of great significance.
     This paper analyzes these new features, the proposed enterprise is necessary to carefully examine the changes in consumer behavior characteristics in the development of corporate marketing strategy, consider the network marketing environment, consumer behavior of these new features of the image factors, which take scientific and effective marketing strategy to adapt to the diversity and variability of consumer demand.

Keywords   network of consumer behavior; network marketing strategy; consumer demand

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