基于消费者心理的B2C电子商务营销策略研究.doc

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摘要:据统计,截至2012年12月底,我国网民规模达到了5.64亿,全年共计新增网民5090万人。互联网普及率为42.1%,网络购物市场交易金额达到12594亿元,较2011年增长66.5%。2012年网络零售市场交易总额占社会消费品零售总额的6.1%。我国B2C电子商务市场以其特有的方便快捷、简单高效的特点,深深地吸引了广大消费者的眼球,赢得了大家的认可。尤其是自1998年“电子商务年”以来,我国B2C电子商务市场得到了迅速发展,用户数量呈现爆发式增长,交易平台数量不断增加,交易额直线上升。在B2C电子商务市场高速发展的同时,也存在消费者对其各方面的质疑,例如对有关商品质量的投诉、售后服务的不满等。对于我国B2C电子商务企业而言,其营销策略还存在诸多问题,电商企业不能巧妙地将其营销策略与消费者的需求相结合,营销策略具有较大同质化因素,策略组合过于单一,缺乏独特的具有竞争优势的营销策略。

   本文主要是通过对我国B2C电子商务市场现状的分析总结,结合消费者心理与B2C电子商务市场的特点,进行有关的营销策略分析。消费者心理及行为与我国B2C电子商务企业的市场营销活动之间有着极为密切的内在联系,二者相互影响,相互作用。研究消费者的消费心理需求、购买动机的产生以及最终消费行为的实现,是我国B2C电子商务企业开展市场营销活动、提高产品市场占有率、实现企业经营目标的首要课题。

关键词:消费者心理;B2C电子商务;营销策略

 

ABSTRACT:According to statistics, as of the end of December 2012, China's netizens reached 564 million, the annual total of new Internet users is 5090 people. Internet penetration was 42.1%, online shopping market transactions amounted to 1.2594 trillion yuan, an increase of 66.5% compared with 2011. 2012 online retail market transactions of total retail sales of social consumer goods 6.1%. B2C e-commerce market of its unique convenient, simple and efficient features, deeply attracted the attention of consumers, has won everyone's approval. Especially since 1998, "e-commerce Year", China's B2C e-commerce market has been developing rapidly, the number of users show explosive growth, an increasing number of trading platform, trading volume soared. B2C e-commerce market is in the high-speed development, there are also consumers of their various aspects of the question, such as complaints about the quality of goods, service dissatisfaction. B2C e-commerce businesses for our country, its marketing strategies are still many problems, electrical and commercial enterprises can not skillfully its marketing strategy and consumer demand combined with a larger marketing strategy homogenization factors, strategic portfolio over a single, lack unique competitive marketing strategy.

  This article is mainly on China's B2C e-commerce market through the analysis of the status summary, combined with consumer psychology and B2C e-commerce market characteristics, carry out the marketing strategy analysis. Consumer psychology and behavior of B2C e-commerce marketing activities between enterprises has a very close relationship, the two influence each other and interact. Psychological needs of the consumer, buying motives generation and realization of the ultimate consumer behavior, is China's B2C e-commerce enterprises to carry out marketing activities to increase market share and achieve business objectives of the primary subject.

Keywords: consumer psychology; B2C e-commerce; marketing strategy