电子商务环境下消费者行为变化的市场营销策略
摘 要
随着信息技术的不断发展，电子商务日益成为人们日常生活的一部分。网络购物已经成为越来越多消费者的新兴购物方式。本文从对网络市场信息环境分析入手，并且介绍传统条件下消费者消费特征，通过消费者对信息空间认知活动的方式等的研究，主要探讨在网络环境下的消费者行为特征以及与传统的消费者行为模式相比所发生的变化，分析可能影响消费行为变化的主要因素，探索适应电子商务环境下消费者行为变化的市场营销策略。
人们在进行网上交易活动所处的环境是我们研究其行为特征的条件。经过十几年快速的发展，中国互联网已经形成规模，互联网应用走向多元化。人们在工作、学习和生活中越来越多地使用互联网，互联网已经从单一的行业互联网发展成为深入我国各行各业的社会大众的互联网。
在传统条件下消费者已经形成了特有的消费行为模式与消费特征，在对其进行了分析之后，本文还分析了网络环境下消费者行为模式与消费特征、网络环境下消费主动性增强、对购买方便性的需求与购物乐趣的追求并存、价格仍然是影响消费心理的重要因素、追求文化品位、表现自我和体现个性、躲避干扰、追求物美价廉以及保持与外界的广泛联系减少孤独感等特点。
关键词：电子商务；营销策略；网络购物；互联网
Abstract
As information technology continues to evolve, e-commerce increasingly become part of everyday life. Online shopping has become more and more consumers of the emerging way to shop. In this paper, the network environment, analyzing market information, and describes characteristics of consumer spending under traditional conditions, consumer information space by way of cognitive activities such as research, which focused on the network environment and consumer behavior characteristics of the traditional Consumer behavior changes as compared to analyze changes that may affect consumer behavior factors, and explore e-commerce environment to adapt to changes in consumer behavior, marketing strategy.
People conducting online transactions is the environment in which to study the behavioral characteristics of the condition. After ten years of rapid development, China has formed the scale of the Internet, Internet applications become more diverse. People in work, study and life more and more use of the Internet, the Internet has grown from a single development of the Internet have become part of the industry sectors of the community of the Internet.
Conditions in the traditional consumers have formed a unique consumer behavior and consumer characteristics, in its analysis, the paper also analyzes the network environment and consumer behavior characteristics of the consumer, networking environment, enhance consumer initiative on Purchase of convenience shopping needs and the pursuit of co-existence, the price is still an important factor affecting consumer psychology, the pursuit of cultural taste, the performance of self and of individuality, to avoid interference, the pursuit of cheap and maintaining extensive contacts with the outside world and so to reduce loneliness Characteristics.
Key Words E–Commerce，Network shopping，Marketing strategy，Internet
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