网络营销中买方行为研究—以电子产品消费为例

摘要

网络营销是一种点对点、多方向、交互式的营销模式，企业可运用该种向买方传送产品信息，买方也能够通过其向企业实时反馈信息，从而使交易费用不断下降，推动了营销的实时性。作为经典的靶向营销方式的网络营销，在营销中有自身的特殊性，通过网络平台完成了企业同买方间的无缝对接。网络的不限时间、地域、便利性和低费用等特点，令企业的营销平台得到大大的拓展，推动了传统营销模式的变革。本文以电子产品为例，对网络营销中买方行为展开研究，并提出了电子产品网络营销中买方行为的营销策略。

关键词：网络营销；买方行为；电子产品；消费

abstract

E-marketing is a multi-directional, interactive and point-to-point marketing mode. Enterprises can use e-marketing

By transferring product information to consumers, consumers can also feed back information to enterprises in time, further reducing the delivery

Easy cost promotes real-time marketing. Network marketing is a typical "target marketing method" and its marketing process

With specificity, it realizes the seamless docking between enterprises and consumers on the network platform. The low cost, convenience, cross time and cross space of Internet make enterprise marketing have a broader platform and promote the reform of traditional marketing methods. Taking electronic products as an example, this paper studies the buyer's behavior in E-marketing, and puts forward the marketing strategy of buyer's behavior in E-marketing.

Keywords: Internet marketing; buyer behavior; electronic products; consumption

目录

前言3

一、网络营销买方行为分析3

（一）买方行为模式3

二、电子产品网络营销现状4

（一） 产品同质化现象4

（二）产品价格方面4

（三）便利性方面5

（四） 沟通方面5

三、电子产品网络营销中买方行为的营销策略5

（一）产品策略5

（二）定价策略6

（三）渠道策略6

（四）沟通策略6

（五）促销策略6

（六）培养消费习惯策略6

结语7

参考文献7