【正文】 知識(shí)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(jì)策。（三）市場(chǎng)細(xì)分個(gè)人化，信息溝通互動(dòng)化隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展，對(duì)目標(biāo)市場(chǎng)的細(xì)分不僅僅只是細(xì)分到某個(gè)群體，而會(huì)細(xì)分到個(gè)人。因此，企業(yè)的市場(chǎng)應(yīng)是每一個(gè)不同的顧客個(gè)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)顧客以往的購物經(jīng)驗(yàn)通過電子郵件給其提供個(gè)性化的書目推薦。長的渠道會(huì)抹煞掉信息和溝通的及時(shí)性。同時(shí)，這個(gè)群體具有普遍較高的知識(shí)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(shí)用價(jià)值。他們喜歡先試后買，親身體驗(yàn)到商品的價(jià)值。（五）廣告宣傳偶像化，促銷手段多樣化網(wǎng)絡(luò)時(shí)代的消費(fèi)群體年齡都普遍年輕，具有青春活力、個(gè)性魅力的明星對(duì)E他們會(huì)產(chǎn)生很強(qiáng)的親和力。比如娃哈哈集團(tuán)選擇偶像明星王力宏，樂百氏選擇黎明，而旭日升集團(tuán)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(jià)銷售，變相折價(jià)銷售，贈(zèng)品銷售，網(wǎng)上抽獎(jiǎng)活動(dòng)，積分促銷，網(wǎng)上聯(lián)合促銷，節(jié)假日的大派送活動(dòng)，買一送一活動(dòng)，展銷活動(dòng)，游樂活動(dòng)等，再配以新潮熱鬧的POP廣告，以此增加賣場(chǎng)輕松愉快的氛圍，促進(jìn)銷售?；ヂ?lián)網(wǎng)及時(shí)互動(dòng)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(duì)一”的服務(wù)關(guān)系，加強(qiáng)與客戶之間的聯(lián)系，以形成穩(wěn)定的客戶資源，強(qiáng)化客戶的購物忠誠度，并進(jìn)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(dòng)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(duì)客戶的情況了解得更為透徹。（三）加強(qiáng)反饋互動(dòng)良好的反饋互動(dòng)是企業(yè)吸引消費(fèi)者，提高顧客忠誠度的途徑，網(wǎng)絡(luò)企業(yè)與顧客互動(dòng)的方式很多。企業(yè)還可以在網(wǎng)站上設(shè)置互動(dòng)空間，給顧客一個(gè)交流、表達(dá)意見的地方，真正發(fā)揮網(wǎng)絡(luò)的互動(dòng)功能。為解除消費(fèi)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(jí)銜接功能向消費(fèi)者提供訪問數(shù)字簽證機(jī)構(gòu)、產(chǎn)品審批監(jiān)測(cè)機(jī)構(gòu)、金融機(jī)構(gòu)等相關(guān)機(jī)構(gòu)的方便。第五章 結(jié)論本篇論文主要探討了網(wǎng)絡(luò)時(shí)代下消費(fèi)者行為特征的消費(fèi)者特征，通過對(duì)比變化以及對(duì)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(fèi)者的特征，從而制定相應(yīng)的營銷策略，同時(shí)也分析了影響網(wǎng)絡(luò)消費(fèi)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(fèi)者，了解消費(fèi)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(duì)于每一時(shí)期的研究也具有實(shí)用性。這些還有待于這方面的專家學(xué)者進(jìn)行更深入的研究分析，本文這里就不做研究了。科特勒,[M].上海:上海人民出版社,2005[2] 菲利普回首既往，自己一生最寶貴的時(shí)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(shí)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(lì)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(duì)我的理解、支持、鼓勵(lì)和幫助，正是因?yàn)橛辛怂麄?，我所做的一切才更有意義；也正是因?yàn)橛辛怂麄儯也庞辛俗非筮M(jìn)步的勇氣和信心。懇請(qǐng)閱讀此篇論文的老師、同學(xué)，多予指正，不勝感激！附　錄With the rapid development of Internet, 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, network technology and longrange munication technology, realize the electrification , digitization and networked 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 net , perfect logistics through the network (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 network good sign well, the trade pany should send mails or the 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 net 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 net whenever and wherever possible .Wider market: This world will bee very small on the net, 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 activityThe 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 Internet, people can enter the online market to browse through , purchase all kinds of products, and can also get online service , trade pany can get in touch with the customer on the net , utilize the network to carry on the payment for goods and close serving, the government can also carry on electron calling for bid , government procurement ,etc. conveniently .Emerce will change people39。 leading factor, do shopping the will is grasped in consumer39。s sovereignty can be fully embodied in the shopping at network.Emerce will change the modes of production of enterprises Because emerce is a kind of s