浅析色彩心理学在网络营销中的作用

THE ROLE OF COLOR PSYCHOLOGY IN THE NETWORK MARKETING

网络营销可以大幅度的降低成本，利用网站的形式也可多方位的展示企业形象，成为重要的交际和销售的工具。在各种复杂的网络营销手段中，色彩的运用越来越多，成为差异化品牌策略、摆脱同质化竞争、提高产品附加值的重要手段。随着网购市场的迅速膨胀，网上竞争也越来越激烈，除了一些原有要求之外，顾客还需要一个像实体商店一样的良好的购物环境。本文着重说明色彩的心理效应在网络营销中的重要地位，帮助网络商店更好的争取客户，研究结果具有一定现实意义。

As an important sales tools, network marketing can greatly reduce cost and display product form different aspects. Color psychology is being used in an increasing number of net marketing and becoming a major measure to customize differentiated marketing, keep products from homogenization and then win in competition. As the online shopping grows, it add competition. Except for some original requirement, the customer alsoneed a good shopping environment like brick-and-mortar stores. The paper focus on the importance of color psychology in network marketing and help online stores for greater benefits.