网络消费者购买行为与综合型B2C电子商务企业产品营销策略关系探讨

发布时间：2018-05-03 02:32

本文选题：网络消费者 + 综合型BC电子商务　；参考：《商业经济研究》2015年36期

【摘要】：本文通过构建网络消费者购买决策影响因素模型发现,电商企业所售产品的吸引力需要借助专门的外界媒体来刺激消费者,促使其产生兴趣,这一过程主要通过传统及网络渠道完成;一旦消费者产生购买欲望则再通过便捷、安全的网上支付和专业的配送服务促使消费者将购买欲望转变为真正的购买行为;最后通过售后评价系统,专门收集消费者对已购买产品的评价和购买经历信息,形成对后续购买者的一种参考信息。因此,从营销视角来看,未来B2C电子商务企业要将消费者需求作为确定产品销售种类的首要依据;在综合考虑消费者主体和偏好的基础上科学确定自身的主力销售产品;通过建立3D仿真在线商品展示系统,实现消费者购买产品的自由组合;始终坚持产品品质。
[Abstract]:In this paper, we found that the attraction of the products sold by e-commerce enterprises needs to be stimulated by special external media to stimulate consumers and make them interested. This process is mainly completed through traditional and network channels; once consumers have a desire to buy, then through convenient, safe online payment and professional distribution services, consumers will change their purchase desire into real purchase behavior. Finally, through the after-sale evaluation system, we collect the information of consumers' evaluation and purchase experience of the purchased products, and form a kind of reference information for the subsequent buyers. Therefore, from the perspective of marketing, B2C e-commerce enterprises in the future should regard consumer demand as the primary basis for determining the types of product sales, scientifically determine their main sales products on the basis of comprehensive consideration of consumers' main body and preferences. Through the establishment of 3D simulation online merchandise display system, the free combination of products purchased by consumers is realized, and the quality of products is always adhered to.
【作者单位】：扬州工业职业技术学院经济管理学院;
【分类号】：F724.6;F713.55

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