网络情境下消费者行为与企业营销策略研究

发布时间：2018-03-19 20:33

本文选题：网络情境　切入点：消费者行为　出处：《甘肃政法学院》2017年硕士论文　论文类型：学位论文

【摘要】：网络营销是一种多向式、互动式、点对点的营销模式,企业可以通过网络营销将产品信息传输给消费者,消费者也可以将信息及时向企业反馈,进一步降低了交易成本,促进了营销的实时性。网络营销是典型的“靶向营销方式”,其营销过程具有特定性,实现了企业与消费者在网络平台上的无指缝对接。企业开展网络营销已上升到国家战略,也已成为一种大势所趋。互联网的低成本、便捷性、跨时间和跨空间,使得企业营销有了更广阔的平台,促进了传统营销方式的改革。互联网时代的网络营销作为企业向消费者提供产品和服务的重要渠道,网络营销亦成为各个企业竞相争夺的主战场。首先,本文对国内外文献进行综述,对网络情境、消费者行为、网络营销、扎根研究等理论基础进行了阐述。其次,对300名网购消费者进行了访谈,对访谈资料进行了扎根分析,通过开放式编码、主轴式编码、选择式编码等程序,得出了基于网络情境下消费者行为的网络营销模型。最后,借鉴网络营销背景下的模型,提出了网络情境下消费者行为的企业营销原则和策略,主要包括“消费动机意愿情境网络营销策略、消费搜索渠道情境网络营销策略、消费发生过程情境网络营销策略、消费信息传播情境网络营销策略、消费沟通互动情境网络营销策略”等五个方面。
[Abstract]:Network marketing is a multi-directional, interactive, point-to-point marketing model. Enterprises can transmit product information to consumers through network marketing, and consumers can also feedback information to enterprises in a timely manner, thus further reducing transaction costs. E-marketing is a typical "targeted marketing mode", whose marketing process is specific, which realizes the joint between enterprises and consumers on the network platform. The network marketing of enterprises has risen to the national strategy. It has also become a general trend. The low cost, convenience, span of time and space of the Internet have made the enterprise marketing have a broader platform. Internet marketing as an important channel for enterprises to provide products and services to consumers, network marketing has become the main battlefield of competition among enterprises. This paper summarizes the literature at home and abroad, expounds the theoretical basis of network situation, consumer behavior, network marketing, root research and so on. Secondly, it interviews 300 online shopping consumers, and analyzes the data of the interviews. Through open coding, spindle coding, selective coding and other programs, a network marketing model based on consumer behavior in network context is obtained. Finally, the model under the background of network marketing is used for reference. This paper puts forward the enterprise marketing principles and strategies of consumer behavior under the network situation, which mainly include the "consumer motivation intention situation network marketing strategy, the consumption search channel situation network marketing strategy, the consumption occurrence process situation network marketing strategy." Consumer information communication situation network marketing strategy, consumer communication interactive situation network marketing strategy "five aspects."
【学位授予单位】：甘肃政法学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F274

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