【正文】 或其它非盈利性組織的合作，來提升品牌、產(chǎn)品、企業(yè)的社會價值、美譽度和知 名度，通過塑造品牌形象和企業(yè)形象，同各類消費者形成共鳴，因而傳統(tǒng)營銷領(lǐng)域向非營銷領(lǐng)域的滲透已成為現(xiàn)代營銷領(lǐng)域拓展的重要趨勢。因而隨著我國社會、經(jīng)濟、文化事業(yè)等宏觀環(huán)境的不斷變化，正是在外部消費者偏好轉(zhuǎn)換和內(nèi)部企業(yè)制度變遷的共同作用下企業(yè)市場營銷呈現(xiàn)出各種 發(fā)展新趨勢。 畢業(yè)論文 12 第四章 網(wǎng)絡(luò)時代下企業(yè)的營銷策略 所謂知己知彼百戰(zhàn)不殆，對于網(wǎng)絡(luò)消費者的基本狀況有了清晰的了解后，企業(yè)就要有針對性的實施企業(yè)戰(zhàn)略和營銷手段。這需要企業(yè)采取各種方式去吸引消費者的參與，從而留住新老顧客訪問本企業(yè)的網(wǎng)站，提高業(yè)績。強化商品的工業(yè)設(shè)計，開發(fā)出具有不同風(fēng)格特點、不同形狀的產(chǎn)品。比如在手機市場上，在諾基亞 5110 彩殼手機誕生之前，沒有哪一個生產(chǎn)廠家能大規(guī)模進入普通消費者市場。再比如康佳的七彩小畫仙彩電，多種造型與色彩的組合，正好迎合了 E 時代的消費偏好，取得了巨大的成功。針對這一特點，企業(yè)應(yīng)強力塑造品牌的個性化，同時深刻挖掘品牌的深度與廣度，讓品牌形象賦予足夠的張力。另外，根據(jù)網(wǎng)絡(luò)時代崇尚“知識英雄”和“數(shù)字精英”的心理，在一些高科技企業(yè)，適當(dāng)?shù)耐诰蚱髽I(yè)創(chuàng)始人的傳奇故事，也不失為一條為品牌貼金的好計策。 （三）市場細(xì)分個人化，信息溝通互動化 隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展，對目標(biāo)市場的細(xì)分不僅僅只是細(xì)分到某個 群體，而會細(xì)分到個人。因此，企業(yè)的市場應(yīng)是每一個不同的顧客個體。比如現(xiàn)在網(wǎng)上虛擬社區(qū)就變得很流行。比如亞馬遜書店在其數(shù)據(jù)庫營銷中就已經(jīng)開始 做到根據(jù)顧客畢業(yè)論文 13 以往的購物經(jīng)驗通過電子郵件給其提供個性化的書目推薦。長的渠道會抹煞掉信息和溝通 的及時性。同時，這個群體具有普遍較高的知識水平，不易被層出不窮、花樣翻新的形式產(chǎn)品所迷惑，比較注重商品的實用價值。他們喜歡先試后買，親身體驗到商品的價值。 （五）廣告宣傳偶像化，促銷手段多樣化 網(wǎng)絡(luò) 時代的 消費群體 年齡都普遍年輕，具有青春活力、個性魅力的明星對 E 他們 會產(chǎn)生很強的親和力。比如娃哈哈集團選擇偶像明星王力宏，樂百氏 選擇黎明，而旭日升集團在一系列不很成功的廣告之后，選擇了明星陳小東和范小萱，產(chǎn)品銷售獲得了重大成功。比如 網(wǎng)上折價銷售，變相折價銷售，贈品銷售，網(wǎng)上抽獎活動，積分促銷，網(wǎng)上聯(lián)合促銷， 節(jié)假日的大派送活動，買一送一活動，展銷活動，游樂活動等，再配以新潮熱鬧的 POP 廣告，以此增加賣場輕松愉快的氛圍，促進銷售?；ヂ?lián)網(wǎng)及時互動的特性，是企業(yè)可以利用互聯(lián)網(wǎng)方便迅速 地與客戶建立起持久的“一對一”的服務(wù)關(guān)系，加強與客戶之間的聯(lián)系，以形成穩(wěn)定的客戶資源，強化客戶的購物忠誠度，并進行有效的客戶關(guān)系管理。網(wǎng)頁、網(wǎng)絡(luò)廣告、電子郵件、移動網(wǎng)絡(luò)等手段使得這一服務(wù)方便、快捷、全面。在互聯(lián)網(wǎng)的虛擬空間，成功的關(guān)鍵在于誰擁有更多的客戶資料，誰對客戶的情況了解得更為透徹。 （三） 加強反饋互動 良好的反饋互動是企業(yè)吸引消費者，提 高顧客忠誠度的途徑，網(wǎng)絡(luò)企業(yè)與顧客互動的方式很多。企業(yè)還可以在網(wǎng)站上設(shè)置互動空間，給顧客一個交流、表達意見的地方，真正發(fā)揮網(wǎng)絡(luò)的互動功能。為解除消費者的安全憂慮，企業(yè)應(yīng)當(dāng)提供各種安全措施，例如 ，利用互聯(lián)網(wǎng)的超級銜接功能向消費者提供訪問數(shù)字簽證機構(gòu)、產(chǎn)品審批監(jiān)測機構(gòu)、金融機構(gòu)等相關(guān)機構(gòu)的方便。 畢業(yè)論文 15 第五章 結(jié)論 本篇論文主要探討了網(wǎng)絡(luò) 時代下消費者 行為特征的 消費 者特征 ，通過對比 變化 以及對企業(yè)的影響 的一些比較淺顯的問題，通過 分析使 企業(yè) 能夠更好的 掌握消費者的特征 ，從而 制定相應(yīng)的營銷策略，同時也分析了 影響網(wǎng)絡(luò)消費者特征的 因素，從而使 企業(yè)在網(wǎng)絡(luò)環(huán)境下 更好的 了解消費者， 了解消費者的心理，從而制定行之有效的營銷策略，為企業(yè)帶來利潤。但是對于每一時期的研究也具有實用性。 這些還有待于這方面的專家學(xué)者進行更深入的研究分 析，本文這里就不做研究了?？铺乩?,梅汝和譯 .營銷管理 [M].上海 :上海人民出版社 ,2020 [2] 菲利普回首既往，自己一生最寶貴的時光能 在 這樣的校園之中，能在眾多學(xué)富五車、才華橫溢的老師們的熏陶下度過，實是榮幸之極。這除了自身努力外，與各位老師、同學(xué)和朋友的關(guān)心、支持和鼓勵 是分不開的 。 在此，我特別要感謝我的導(dǎo)師 X 老師。沒有 付艷濤 老師的辛勤栽培、孜孜教誨，就沒有我論文的順利完成。最后要感謝我的家人以及我的朋友們對我的理解、支持、鼓勵和幫助，正是因為有了他們，我所做的一切才更有意義；也正是因為有了他們 ，我才有了追求進步的勇氣和信心。懇請閱讀此篇論文的老師、同學(xué)，多予指正，不勝感激！ 畢業(yè)論文 18 附 錄 With the rapid development of Inter, websites surging forward are after frying the foot concept , it is practical to all change direction one after another, and practical one of the more distinct characteristics : It is most websites that are all attempting to do the true emerce . What is emerce so? The socalled emerce (Electronic Commerce ) utilizes technology of the puter, work technology and longrange munication technology, realize the electrification , digitization and worked in the course of the whole mercial affair (buys and sells ). People are no longer facetoface , look at the true goods , depend on the paper medium document (including the cash ) to carry on the business transaction. But provide and deliver system and fund convenient to be safe and settle account and do a deal systematically through a feast for the eyes goods information on , perfect logistics through the work (buy and sell). In fact, the course of the whole trade can be divided into three stages: The first stage is information interchange stage: To trade pany, in order to release information stage this stage. Mainly choose one39。s own goods information meticulously, set up one39。s own one, surf the Net and look for the information and goods that oneself needs, and the trade pany choosing the service with a high reputation to be well cheap. The second stage signs the contract stage of the goods: As B2B (trade pany vs. trade pany ), this stage is exchange course of signing the contract , finishing the essential trade and business note. The ones that should pay attention to are: Complicated problems , such as accuracy , dependability , can39。s own contacting information , way , payment method to deliver goods which you choose to the trade pany after in the work good sign well, the trade pany should send mails or the 畢業(yè)論文 19 telephone and verify abovementioned contents after receiving the order form . The third stage carries on goods handing over , fund settlement stage according to the contract: This stage is stage when trade of the whole goods is very key, not merely involve the putting in place correctly and safely on the of fund, involve the accuracy that the goods provide and deliver , put in place on time too at the same time . There is banking , provide and deliver systematic involvement at this stage, technically, in law, such respects as the standard is firstclass have higher requests. The succeeding or not for a stage just here of online trade. Second, characteristic that emerce develops: Wider environment: People are not restricted by time , is not restricted by space , a great deal of restrictions not doing shopping by the tradition , can conclude the business on the whenever and wherever possible . Wider market: This world will bee very small on the , a trade pany can face global consumers , and a consumer can do shopping in any global trade pany . Faster circulation and cheap price: Emerce has reduce the intermediate link of circulation of modities, has saved a large amount of expenses, thus reduced the cost of the circulation of modities and trade greatly . Accord with the demands for times even more: People pursue the fashion , stress the individual character more and more nowadays, pay attention to the environment that does shopping, the online shopping, the shopping course that best reflects individualization. Third, which influence is emerce produced to social economy? Emerce will change the way of the mercial activity The traditional most typical scene of mercial activity is that the salesman exists everywhere , the purchasing agent runs everywhere , reveal the mouth , run and break the leg , consumers look for the goods that oneself need all pooped outlay in the market . Now, it is if touch it all right to pass Inte