摘要
网上购物是近年来兴起的新型购物形式,大学生群体正逐渐成为网上购物的主体。在对现阶段大学生网上购物的购买动机和特征分析的基础上,提出了几点应对大学生网上购物机遇的营销策略,为网上零售商提供参考。
In recent years, the arisen online shopping is a new form, college students are becoming the mainstay of online shopping. On the basis of analysis the online shopping motivation and characteristics of college students, provides several suggestions in marking strategy for online retailers.
出处
《价值工程》
2009年第4期115-116,共2页
Value Engineering
基金
浙江省新苗人才计划资助项目(2007R40G2250007)。
关键词
网上购物
大学生
购买动机
营销策略
online shopping
college students
purchasing motivation
marking strategy
