中国因特网消费者行为特征与营销意义

The Characteristics and Marketing Significance of the Chinese Consumers in Internet

消费者行为研究是企业制定营销策略的基础,几乎没有营销策略的选择是可以不考虑消费者 行为的。我们所处的社会正在经历一个巨大的变化--向因特网社会转变,越来越多的人使用因特网进 行交流、学习、工作、购物、娱乐。这一变化必定给传统的消费者行为带来巨大的影响,这就对企业营销管 理者提出了挑战,针对传统消费者的营销策略对因特网消费者还有效吗?

To Study the consumer's behavior is the basis of making the marketing policies,which is a key point of every company.Our society is having a great change--an Internet society.More and more people begin to communicate,study,work,shop and entertain using Internet,This kind of change must bring great effect to the traditional consumer's behavior;which gives big challenge to the marketing managers.Is the traditional policy effctive to the Internet consumers?