基于消费者导向的网络零售商营销对策研究

Study on Marketing Strategies for Consumer-oriented Online Retailers

随着网络零售商的竞争日趋激烈,能否充分地分析和把握消费者的特点是其提升竞争力的重要前提。消费者的网络购物行为是在虚拟环境下进行的,因此在购买动机上与传统购物行为存在差异。网络零售商特有的、非商品本质的要素影响着消费者的购买决策与购买行为。本文在分析消费者网络购物动机与主要影响因素的基础上,提出了网络零售商的营销对策。

With the intensive competition of online retailers,thoroughly understanding and analytics the characters of consumers to promote the core capabilities become the critical premise of enterprises.Consumers＇ online purchasing carries out on virtual environment,which has great differences from the traditional market on motivation and behavior.Online retailers are unique and non-commercial nature influenced the purchasing decision and behavior.The research developed the marketing strategies for online retailers based on the analytics of online consuming purchasing motivation and essential influencing factors.