网上消费群体和购买行为分析

Analysis on the Online Community of Consumption and its Purchasing Behavior

网上消费群体是随着网上购物的兴起而出现的一种新型群体,它主要由网上交易群体和兴趣群体的某些亚群体构成,其成员类型和购买行为特征与传统市场中的消费群体有明显区别。因此,参与网络营销的企业应在构筑自己消费群体的基础上,针对其购买行为的不同阶段,采取不同的营销策略,尤其应重视信息在企业与消费者之间的纽带作用,从而在网上竞争中占据有利地位。

Online community of consumption emerges as a new community with the coming of online purchase. It consists of online transaction community and some sub - communities of online interest community. Its member type and purchasing behavior have their own features and quite different from those of consumption community on traditional marketplace. Thus, e - enterprises, on the base of forming their own online consumption communities, should adopt different e - marketing strategies according to different stages of purchasing behavior, and particularly, lay emphasis on the linking role of information.