电子商务发展中的消费者行为分析和研究.doc

毕业论文

题目:电子商务发展中的消费者行为分析和研究
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二〇一〇年六月
电子商务发展中的消费者行为分析和研究
摘要
随着网络经济的发展,电子商务作为一种崭新的贸易方式逐步走进百姓生活。电子商务是指利用电子信息网络等电子化手段进行的商务活动,即商务活动的电子化、网络化。与传统商务相比,电子商务在成本、库存、信息获取等许多方面都占有一定的优势,并使消费者的个性化需求得以实现。但同时电子商务也存在许多不足,阻碍着电子商务的发展。在电子商务的影响下,消费者行为发生了许多变化,主要体现在获取信息方式、购买方式、购后行为等的变化,这些变化也直接或间接的影响着电子商务发展的趋势。
本文通过对比分析传统商务和电子商务下消费者的行为,以及电子商务的发展趋势等,探索和研究各个电子商务企业应当如何制定营销策略,来适应消费者行为的改变,满足消费者的各种需求,把握电子商务的发展趋势,并以此来改变自己的营销理念,创新营销方式,加强塑造自身品牌,提高服务质量,以吸引和促进客户消费,促进电子商务的发展。
关键词:电子商务消费者行为分析网上购物营销策略
Development of merce and Consumer Behavior Research
Abstract
As work economy, trade, merce as a new step by step into the lives of the people. merce refers to the use of electronic works, electronic means merce, that is, merce, network. Compared with traditional business, merce in terms of cost, inventory, information access, and many other aspects of an advantage, and to the individual needs of consumers can be achieved. But there are many deficiencies in merce and hinder the development of merce. The impact of merce, consumer behavior has undergone many changes, mainly reflected in the way of access to information, buying patterns, purchase behavior and so after the changes that are directly or indirectly affect the development trend of merce.
This paper analyzed under the traditional business and merce consumer behavior, as well as the development of e-business trends, explore and study how the various merce businesses should develop marketing strategies to adapt to changes in consumer behavior, to meet a variety of consumer needs to grasp the development trend of merce, Bing in order to change their marketing ideas, innovative marketing methods to enhance shape their own brand, improve service quality to attract and promote customer consumption, the promotion of e-business.
Keywords: merce Consumer Behavior Online Shopping Marketing Strategy
目录
第一章电子商务概述 1
第二章电子商务的优势与不足 2
第一节网上购物相对于传统购物的优势 2
第二节制约电子商务发展的因素分析 3
第三章电子商务影响下消费者行为变化分析 5
第一节传统商务与电子商务中消费者行为的对比 5
第二节电子商务中消费者行为的特点、分