电子商务中的消费行为与网络营销策略研究  

Consuming Behavior and Network Marketing Strategy in Electronic Commerce

作　　者：郑姣明 曾祥宇[1] 杨雨朦 吴天鸣[1] 

机构地区：[1]大连理工大学,辽宁大连116024

出　　处：《现代工业经济和信息化》2015年第10期84-85,87,共3页Modern Industrial Economy and Informationization

摘　　要：在电子商务环境中,消费者可以在任何时间通过网络商店里挑选自己满意的商品,企业也可以直接面对消费者进行交易,这彻底改变了传统消费者的行为。文章从网络市场环境分析入手,结合消费者的年龄与文化结构、消费者的收入结构等来分析环境的改变对消费者心理、行为上的影响,探索出适应网络条件下消费者行为变化的市场营销策略。In the electronic commerce environments, consumers can choose satisfactory products in Network stores themselves at any time. Enterprises also can directly do business with consumers. Those thoroughly change and influence the traditional consumer behavior. Starting from the network market environment analysis, this article combines culture structure of consumers with their age, consumer income structure, etc, to analyze the changes in the environment of consumer psychology and behavior, and explores marketing strategy to adapt to changes in consumer behavior under the condition of network.

关 键 词：电子商务 消费者 网络市场 消费行为 网络消费 营销策略 

分 类 号：F713.36[经济管理—产业经济]