【導(dǎo)讀】特征也發(fā)生了巨大的變化，從而導(dǎo)致消費(fèi)購(gòu)買(mǎi)行為也發(fā)生了新的變化?；ヂ?lián)網(wǎng)的產(chǎn)生和迅。速發(fā)展對(duì)市場(chǎng)營(yíng)銷(xiāo)產(chǎn)生了深刻而重要的影響。如何從龐大的網(wǎng)民群體中識(shí)別企業(yè)潛在的顧。客分析他們的心理與行為特征，是企業(yè)進(jìn)行網(wǎng)絡(luò)營(yíng)銷(xiāo)的首要任務(wù)。費(fèi)行為與消費(fèi)觀念有著巨大的沖擊，所以與傳統(tǒng)營(yíng)銷(xiāo)相比具有優(yōu)越性的網(wǎng)絡(luò)營(yíng)銷(xiāo)應(yīng)運(yùn)而生。擁有比過(guò)去更大的選擇自由。消費(fèi)者所以選擇網(wǎng)上消費(fèi)，心理因素是主要?jiǎng)右?。性選擇將消費(fèi)的發(fā)展趨向推到一個(gè)新的境界，形成了富有自身特征的網(wǎng)絡(luò)消費(fèi)時(shí)代。的發(fā)展致使消費(fèi)也隨之變化，千變?nèi)f化的形勢(shì)需要與之相適應(yīng)的市場(chǎng)營(yíng)銷(xiāo)策略。自身的經(jīng)營(yíng)目標(biāo)。極大地促進(jìn)了我國(guó)社會(huì)經(jīng)濟(jì)的發(fā)展，人類(lèi)思想觀念的轉(zhuǎn)變和工作方式，生活。轉(zhuǎn)，消費(fèi)者占主導(dǎo)地位的買(mǎi)方市場(chǎng)已經(jīng)來(lái)臨。一方面，競(jìng)爭(zhēng)的加劇，使得消費(fèi)者得以面對(duì)

　　

【正文】 rising, the traditional cramming marketing, consumers have tired and don39。t believe it Ren. In work consumption, the consumer can pletely paring with his be fond of, choose, No one will to affect you that you can leisurely drank the coffee listening to the music in a pletely relaxed Condition choose goods, this is a relatively independent, independent of the process of choose and buy, they can get Psychological balance and happiness 3. The pursuit of convenient and quick. For modern people life rhythm faster and faster, and shopping Instant, convenient, is more and more important. The traditional modity purchase process is often very expensive Consumption, power consumption, and work can effectively meet these defects. On the Inter, consumers only Little mouse, leaf through web pages in your spare time, can be easily pleted online trading, and modern Life and fast logistics system, and 重慶郵電大學(xué)移通學(xué)院專(zhuān)科畢業(yè)設(shè)計(jì)（論文） 32 can send you buy the goods to your home, so convenient to purchase Buy greatly save the goods time and roundtrip journey time of choose and buy, pared with traditional purchasing process, It has obvious advantages. 4. The pursuit of a bargain. Is consumer spending have a very sensitive in the process Element. Online store than traditional entity shop, can make consumers more intuitive understanding of the goods, can Carefully selected, shop around. And work management even zero rent of low rent and streamlined Personnel allocation, make the same goods, online stores can provide more price lower than the entity shop , for most consumer pursue cheap, work consumption is a better one Choice. Second, the work consumption analysis of the psychological behavior disorder. Though work consumption has a strong vitality, but consumers for work marketing at present There are still some psychological obstacle. 1. The mistrust of the virtual shopping environment. In traditional purchasing way, consumers can have Judging the quality of the product or service, but under the work environment, identifying, selecting, and meet consumer Increases the difficulty of the enterprise or product. Consumers can39。t see feel the quality of the products。 At the same time, To enterprise39。s operation status, business personnel39。s service level, etc., there are also doubtful about consumers. this Outside, the work shopping environment is unsafe factors, such as the leakage of personal information, infection of virus Dangerous, have hindered the desire of consumers to online shopping. 2. The loss of specific psychological needs. Network consumption can39。t set foot in some special psychological needs Need, such as online shopping to reduce the interpersonal relationship in the traditional shopping, consumers has increased Consumers of loneliness。 Online shopping can39。t satisfy the consumer through the process of shopping to display To their own identity, social status, achievements or conspicuous consumption behavior such as the ability to pay。 In the work consumption Less of a bargain space reduced some bargaining in the process of shopping and other consumers Psychological pleasure. 3. The lack of a sound legal system. Currently in the process of work consumption, still lack Appropriate legal or other means to effectively regulate and control the whole process of work consumption. Once hair work issue, therefore, consumers39。 rights and interests cannot obtain the safeguard of the concrete. It is also Consumers in the work psychological barriers that exist in the process of consumption. Three, based on the work marketing strategy choice Network marketing is the online business environment to the enterprise of the build process, also is to use work camp Pin means, methods and conditions and at the same time during the coordination of mutual relations, thus more effectively The purpose of industry marketing. Because the work consumers itself has certain work consumer psychology, so It is using the work marketing tool itself to realize the main camp take corresponding tyra marketing strategy, Marketing purposes。 And in view of the traditional consumer Inter consumption have scruples, mainly USES the push type work Marketing strategy, that is, by improving the marketing work marketing environment to achieve. 1. The website construction. Website is the foundation of work marketing, the characteristic of website is to meet Cost them look for novelty psychology, login browsing stores, attract consumers to produce purchase behavior. Website construction, pay attention to the website product introduction to 重慶郵電大學(xué)移通學(xué)院專(zhuān)科畢業(yè)設(shè)計(jì)（論文） 33 detailed maps, product display as far as possible to clear Norm, in order to improve the visual and auditory perception of consumers. At the same time, attention should be paid to simplify the process operation, Convenient to consumers to get the desired result quickly. 2. To develop personalized marketing. In the Inter age, consumer demand presents the personalized and difference To meet the personalized requirements of themselves, in addition to the customer needs to prehensive, timely understanding of the characteristics of alienation, Can find out the most meet your personalized needs of products and services, and product and service information, Will ask directly involved in product design, manufacturing, delivery of the entire process. Enterprises to realize the personalized Need to reform the enterprise business process, the enterprise business process into according to the customer service, Pray for product design, manufacturing, improvement, sales, distribution and service. Finally, the enterprise should be put away As a unique individual marketing fee, such as, buy records based on the characteristics of consumers browse, Targeted to remend suitable product for them on a regular basis. This for petition in the work, Can y