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电子商务模式下消费者行为研究
摘要
随着网络经济的发展,电子商务作为一种崭新的贸易方式逐步走进百姓生活。电子商务是指利用电子信息网络等电子化手段进行的商务活动，即商务活动的电子化、网络化。与传统商务相比，电子商务在成本、库存、信息获取等许多方面都占有一定的优势，并使消费者的个性化需求得以实现。但同时电子商务也存在许多不足，阻碍着电子商务的发展。在电子商务的影响下，消费者行为发生了许多变化，主要体现在获取信息方式、购买方式、购后行为等的变化，这些变化也直接或间接的影响着电子商务发展的趋势。
本文通过对比分析传统商务和电子商务下消费者的行为，以及电子商务的发展趋势等，探索和研究各个电子商务企业应当如何制定营销策略，来适应消费者行为的改变，满足消费者的各种需求，把握电子商务的发展趋势，并以此来改变自己的营销理念，创新营销方式，加强塑造自身品牌，提高服务质量，以吸引和促进消费者消费，促进电子商务的发展。
关键词:电子商务 消费者行为 营销对策
Development of Electronic Commerce and Consumer Behavior Research
Abstract
As the network economy development, electronic commerce as a new trade way gradually into people's lives. Electronic commerce is refers to the use of electronic information network, electronic means business activities, that is, business activities, the electronic network. Compared with the traditional commerce, e-commerce in cost, inventory, access to information, and many other aspects are of certain advantages, and make the personalized needs of consumers can be realized. But at the same time the electronic commerce also has many insufficiencies, hindering the development of electronic commerce. In the electronic commerce under the influence of consumer behavior has undergone many changes, mainly embodied in the way to obtain information, purchase, purchase behavior after the change, these changes also directly or indirectly affect the trend of the development of the electronic commerce.
In this paper, through a comparative analysis of the traditional business and under the e-business consumer behavior, as well as the trend of electronic business, explore and study all electronic business enterprise should be how to develop the marketing strategy, to adapt to the change of consumers' behavior to meet the diverse needs of consumers, grasp the trend of electronic business, and so as to change their marketing idea, innovative marketing way, strengthen the shaping their own brand, improve the service quality, in order to attract and promote consumer consumption, promote the development of electronic commerce.
Keywords: E-commerce Client Behavior，Strategy
目录
摘要 II
1 电子商务概述 6
2 电子商务的优势与不足 7
2.1电子商务相对于传统商务的优势及不足 7
2.1.1选择的多样性 7
2.1.2购物的便捷性 7
2.1.3 购物的低成本性 7
2.1.4支付方式的多样化 7
2.2电子商务发展的不足之处 8
2.2.1信誉问题 8
2.2.2 网络安全问题 8
2.2.3 配送问题 9
2.3.4 互动问题 9
3 电子商务环境下消费者行为变化分析 10
3.1电子商务与传统商务消费者行为对比分析 10
3.1.1获取信息方式的改变 10
3.1.2商户沟通方式的改变 10
3.1.3 购物方式的改变 11
3.1.4 消费者购后方式的改变 11
3.1.5 购买行为趋于理性化 11
3.2 电子商务中消费者行为的特点分析 12
3.2.1购买行为更理性 12
3.2.2表达需求更主动 12
3.3 消费者行为与电子商务发展相互的影响 13
3.3.1消费者行为对电子商务发展的影响 13
3.3.2 电子商务发展对消费者的影响 13
4 电子商务的发展趋势 15
4.1电子商务的基础设施将日趋完善 15
4.2电子商务环境逐步完善 15
4.3物流的发展趋势 15
4.4国际化发展趋势 16
5 企业营销策略的改进 17
5.1营销理念的转变 17
5.2加强品牌的个性化塑造 17
5.3针对消费者行为的变化创新营销方式 17
5.4提高服务质量、满足感性消费趋向 18
5.5做好人才储备 18
结论 19
参考文献 20
致谢 21
