网络营销信息对消费者购买行为影响的 分析研究.doc

网络营销信息对消费者购买行为影响的
分析研究
Network marketing information on consumer purchase behavior
摘要
近些年来,随着信息技术的快速发展,网络经济已经进入高速发展的时代,网络营销也随之进入了快速发展时期。网络营销的快速发展使得世界各国的专家对网络营销的研究无论在深度和广度上都有很大的提高,并取得了显著的成果。但是,对于网络营销对消费者购买行为的影响的分析研究并
未引起重视。
本文对网络影响和消费者行为理论的介绍。简单的研究了传统模式下消费者购买行为,了解了传统模式下消费者购买行为特征和模式,并分析了传统模式下消费者决定购买过程。其次,对网络营销环境下的消费者行为和网络营销的几种形式进行研究,并举例说明。然后,主要分析网络营销信息对消费者购买行为影响的主要因素,将影响因素分成内在因素和外在因素。通过调查问卷的方式对内在因素和外在因素加以分析。
互联网的产生和迅速发展对网络营销产生了深刻而重要的影响,同时消费者购买行为的变化,也必然要求企业制定新的网络营销策略以适应这些变化。正确认识这些影响,对于企业适应新环境,更好的细分市场、采用先进的营销手段和方法、满足消费需求具有重要的意义。

关键词:网络营销信息;消费者购买行为;网络营销劣势;企业营销策略
Network marketing information on consumer purchase behavior
Abstract
In recent years, with the rapid development of information technology, network economy has already entered the high-speed development of the model, network marketing has stepped into the era of rapid development. The rapid development work marketing makes the world experts work marketing research both in breadth and depth has greatly improved, and achieved significant results. However, work marketing on consumer purchase behavior analysis of the impact of research was not caused take seriously.
This article on work effect theory and consumer behavior theory introduction. Simple study on the traditional model of consumer behavior, understanding of consumer purchase behavior characteristic and mode, to influence consumer buying behavior of simple analysis, understanding of the traditional mode of consumer purchase decision process, the disadvantage and advantage analysis. Secondly, work marketing environment, consumer behavior and marketing of several forms of study, and examples of. Then, the traditional model of consumer behavior and marketing work on consumer purchase behavior pared. Find out which are different, the main factors affecting consumer purchase behavior is divided into internal factors and external factors. The intrinsic factors, external factors what analyse. Finally, work marketing to the consumer impact analysis,