市场营销毕业论文--电子商务环境下消费者行为分析与市场营销策略.docVIP

摘 要 计算机网络是20世纪最伟大的产物之一其发展速度之快也是史无前例的。消费者的消费观念、消费方式和地位正在发生着重大的变化 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ABSTRACT The computer network is one of the greatest products in the 20th century， the fast development is unprecedented. Along with the rapid development of network technology，E-commerce is accepted by more and more people，Consumer’s concept of consumption， consumption mode and the position is undergoing significant changes. E-commerce by real-time interaction of Internet，narrow the distance between producers and consumers. In the electronic commerce environments， consumers can choose themselves satisfactory products in Network stores at any time， enterprises also can directly do business with consumers. This thoroughly change and influence to the traditional consumer behavior. This article from the network market environment， Combining with the culture of consumer age structure， consumer income structure， etc To analyze the changes in the environment of consumer psychology and behavior. Through the discussion on the network environment of consumer behavior characteristic and the traditional consumer behavior patterns， compared to the changeso analyze the understanding and accepting of consumers which Under the e-commerce environment of consumption. Explored adapt to changes in consumer behavior under the condition of network marketing strategy，and give some advices for online consumption legal support and E-commerce laws for operators. Key words: E-commerce，Consumers， Network market，Consumer behavior， Internet consumption， Marketing strategy目 录 第1章 引言 1 1.1 研究电子商务环境下消费者行为的背景 1 1.1.1 互联网的飞速发展 1 1.1.2 电子商务的飞速发展 2 1.2 研究电子商务环境下消费者行为的现实意义 4 1.2.1 促进电子商务法的制订 4 1.2.2 促进网络营销的发展与创新 5 1.2.3 促进传统商务模式的改进与完善 5 第2章 传统商务条件下的消费行为模式 7 2.1 传统商务条件下消费者行为模式 7 2.1.1 消费者购买行为基本模式 7 2.1.2 消费者购买决策过程 8 2.2 传统商务条件下的消费者特征 9 2.2.1 消费者需求的无限扩展 9 2.2.2 消费者需求的多层次性 9 2.2.3 消费者需求的复杂多变性 10 2.2.4 消费者需求的可诱导性 10 第3章 电子商务环境下消费者行为模式 11 3.1 电子商务环境下消费者的购买类型 11 3.2 电子商务环境下消费者行为特征 11 3.2.1 消费者直接参与生产和流通的全过程 11 3