基于大学生网购行为的营销策略研究

发布时间：2018-04-12 08:27

本文选题：大学生网购 + 网购行为　；参考：《郑州大学》2013年硕士论文

【摘要】：随着我国互联网技术的快速发展,网络购物已成为一种消费时尚在国民当中流行开来,大学生群体作为网购消费者的主力军,在电子商务市场中扮演者不可或缺的重要角色。笔者通过深入调研发现：我国大学生在消费心理和网购行为上与普通消费者存在差异,在网购现状上亦有较大不同,主要表现为：大学生网购比例和频率更高、网购成交量更大,网购商品总价值低、依赖性强、品牌商品销量大、购物种类有倾向性、网购平台稳定但有变动趋势、高年级同学网购频率大于低年级同学,购买、成交率低于平均水平,节日促销消费量大,网购习惯养成,具备巨大的市场潜力等特点。我国网络商家在针对大学生网购的营销策略中存在诸多问题,包括宣传方式单一刻板、广告内容欠缺活力、强制推送屡遭抵触、顾客体验无路可寻、潜在顾客挖掘不足、品牌塑造尚显稚嫩、单品促销搭配不足、售后缺失导致损失客户等一般性问题；同时,亦存在针对大学生市场所特有的问题,包括对于大学生的消费习惯缺乏相应的市场调研、广告形式和内容媚俗、僵化,缺乏引导性和吸引力、未针对大学生市场制定相应的价格策略、商品雷同欠缺个性,不能满足大学生的个性化需求、未能根据大学生的成长特质制定相应的后续营销、营销缺乏互动机制,损失潜在营销精英和潜在顾客等问题。笔者针对这些问题进行了文献研究、问卷调查和深度访谈,归纳总结出了针对性营销策略,包括产品策略、价格策略、促销策略、渠道策略、顾客服务策略、网页策略、跨媒介营销策略、体验式营销策略、互联网品牌策略、病毒式营销策略、SNS营销策略等；同时,在对调查数据深入分析的基础上,总结提出了六条创新型策略：互动式广告策略、激励型推广策略、差异化定价策略、个性化定制策略、关怀式售后策略、俱进型培养策略。
[Abstract]:With the rapid development of Internet technology in China, online shopping has become a kind of consumer fashion popular among the people. College students, as the main force of online shopping consumers, play an indispensable and important role in the e-commerce market.Through in-depth investigation, the author finds that college students in our country are different from ordinary consumers in consumption psychology and online shopping behavior, and there are great differences in the status quo of online shopping, mainly as follows: the proportion and frequency of college students' online shopping is higher than that of ordinary consumers.Online shopping volume is larger, the total value of online shopping goods is low, dependence is strong, brand goods sales are large, shopping types have tendency, online shopping platform is stable but there is a trend of change, the frequency of online shopping of senior students is higher than that of junior students.The transaction rate is lower than the average level, the holiday promotion consumption is big, the online shopping habit forms, has the huge market potential and so on.There are many problems in the marketing strategy for college students online shopping in our country, including the single stereotype of propaganda, the lack of vitality of advertising content, the repeated conflicts of forced push, the nowhere to find the customer experience, and the insufficient mining of potential customers.Brand shaping is still immature, individual sales promotion and collocation is insufficient, loss of customers after sale, and so on. At the same time, there are some problems that are unique to the college students market, including the lack of corresponding market research on the consumption habits of college students.The form and content of advertisements are vulgar, inflexible, lack of guidance and attraction, and the corresponding price strategies are not formulated for the college students' market.Failure to formulate corresponding follow-up marketing according to the growth characteristics of college students, lack of interactive mechanism of marketing, loss of potential marketing elite and potential customers, etc.The author has carried on the literature research, the questionnaire survey and the in-depth interview to these questions, has summarized the pertinence marketing strategy, including the product strategy, the price strategy, the promotion strategy, the channel strategy, the customer service strategy, the webpage strategy,Cross-media marketing strategy, experiential marketing strategy, Internet brand strategy, viral marketing strategy and so on. At the same time, on the basis of in-depth analysis of survey data, six innovative strategies are summarized and put forward: interactive advertising strategy.Incentive promotion strategy, differential pricing strategy, personalized customization strategy, care after-sale strategy, development strategy.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.6;G645.5

【参考文献】