坚果类电商网站的生存之本探析  

Analysis of Survival of the Nuts E-Commerce Websites

作　　者：王媛[1] 

机构地区：[1]北京邮电大学世纪学院,北京102101

出　　处：《互联网天地》2014年第5期55-57,共3页China Internet

摘　　要：坚果产品作为电商的食品种类之一,市场竞争日趋激烈。挖掘需求背后差异化的购买动机,方能满足用户形形色色的需求。购买动机受消费者价值观的影响,只有做好市场定位,坚持消费者驱动,找到与消费者价值观相匹配的品牌调性,才能在市场中赢得一席之地。As one of the most suitable kind of food in e-commerce market, nuts products market competition increasing. The differentiated purchase motivations behind the demand were digged in order to meet the diverse needs of users. The purchase motivation is affected by consumer values. Only making the market positioning, maintaining consumer-driven, and finding the tone of brand which matches the consumer values, then we could occupy a place in the market.

关 键 词：坚果电商 购买动机 消费者价值观 市场定位 

分 类 号：F724.6[经济管理—产业经济]