必威体育精装版(定稿)基于消费者行为视角的中国金币深圳公司电商营销策略研究焦为.doc

基于消费者行为视角的中国金币深圳公司电商营销策略研究 A Study of E-commerce Marketing Strategies of China Gold Coin Shenzhen Commercial Center Based on the Perspective of Consumer Behavior 焦为 2014年6月摘 要 随着经济的迅速发展和人均收入水平的不断提高，我国居民的消费结构不断升级，收藏消费已成为人们消费的重要组成部分，而作为收藏行业重要组成部分的金币也成为百姓们所关注的消费热点。根据世界黄金协会发布的《黄金年鉴2012》，2011年我国金币发售规模约为25吨，位列世界第六。与此同时，随着网民人数的快速增长，我国网络购物蓬勃发展，如何充分利用电子商务进行营销活动，并将线上和线下有机整合，成为中国金币深圳公司必须认真思考的问题。 本文以消费者行为理论和电商营销理论作为基础，首先利用PEST模型和消费者行为理论对金币的电商营销环境和网上消费者的消费行为进行分析，随后分析了中国金币深圳公司在开展电商营销时出现的问题及其原因，最后结合电商营销的特点、金币电商营销的环境和金币消费者的行为特点，提出中国金币深圳公司金币电商营销的策略，具体包括：第一，实行自有平台、综合性第三方平台和垂直第三方平台相互结合的平台建设方案；第二，实施符合中国金币深圳公司特点的产品差异化策略、产品个性化定制策略和扩大产品组合策略；第三，在价格策略方面，实施面向集藏者优良价值略ABSTRACT With the rapid development of economy and the continuous improvement of income level, the consumption structure of residents in our country continuously upgrade, the collection of consumption has become an important part of people consumption. as an important part of the collection of consumption, the gold coin collection industry has become the concern of the peoples consumption hot spots, according to the world gold council published “the golden yearbook 2012, 2011”, China’s gold sale scale, about 25 tons, ranked sixth in the world. At the same time, with the rapid increase in the number of Internet users, Chinas online shopping was booming. how to make full use of the Internet to conduct e-commerce activities, make the organic integration of online marketing activities, become an important thing to China Gold Coin Shenzhen Commercial Center. In this paper, according to the theory of consumer behavior and e-commerce marketing theory, the author first use the PEST model and consumer motivation theory to analyze the gold e-commerce environment and online consumer purchasing motivation, then analyze the problems and the reasons of China Gold Coin Shenzhen Commercial Center when it conducting e-commerce, finally according to the characteristics of the e-commerce marketing, gold e-commerce marketing environment and the g