[企业网络与传统营销消费者行为研究.doc

唐 山 学 院 毕 业 论 文 论文题目：企业网络与传统营销消费者行为比较研究 系 别： 经济管理系 班 级： 10工商企业管理（） 企业网络与传统营销消费者行为比较研究 摘 要 网上购物作为一种新的营销渠道,由于它能够提供丰富的商品信息,突破时空限制,低成本运作,允许消费者随时随地进行购物,并能为消费者提供个性化和定制化的商品,因而比传的购物方式具有更多的优势。这些优势使得网上购物迅速发展。 网络营销作为传统营销的延伸与发展，既有与传统营销共性的一面，也有区别于传统营销的一面。二者的相同点主要表现在都是企业的一种经营活动；二者并不是单靠某种手段去实现目标，而是要开展各种具体的营销活动；都把满足消费者需求作为一切活动的出发点；对消费者需求的满足，不仅停留在现实需求上，而且还包括潜在需求；二者都要为实现企业的总体营销目标服务等。 本文将通过比较网上和网下消费者购物行为的差异，研究影响者网下和网上产生不同行为的关键因素，更好的完善网上和网下的营销策略，从而达到最大效益。 On-line Marketing and Traditional marketing Abstract Online shopping as a new marketing channel, because it can provide a wealth of product information, break the constraints of time, low-cost operation, allowing consumers to make purchases anywhere and can provide consumers with personalized and customized products, thus way to shop than the pass has more advantages. These advantages make the rapid development of online shopping. Internet marketing as an extension of traditional marketing and development, both in common with traditional marketing side, but also different from traditional marketing side. Similarities between the two enterprises are mainly in a business activity; does not lie between the two means to achieve certain goals, but to carry out a variety of specific marketing activities; regarded as all activities to meet consumer demand the starting point; meet consumer demand, not only stay in the real demand, but also the potential demand; both have to achieve the enterprises overall marketing objectives services. This article will compare online and offline consumer shopping behavior differences, research influencer offline and online behavior produce different key factor to better improve the online and offline marketing strategy, so as to achieve maximum efficiency. Key words: On-line Marketing；Traditional marketing；consumer behavior；The marketing strategy 目 录 1引言 1 2 传统营销与网络营销的概述 2 2.1传统营销的概述及特征 2 2.1.1信息传