O2O电商模式下消费心理行为特征对营销策略的影响

On the Influence of Consumers’Psychological Behavior Characteristics on Marketing Strategies Under O2O E-Commerce Model

O2O电商模式是线上结合线下的一种全新发展模式,成为最具代表性的电子商务模式。研究O2O电子商务模式背景下消费者的消费心理行为,根据其消费行为特征进行剖析,建立基于O2O电商背景下的营销策略与思路,整合新型趋势下的消费理念,结合研究内容构建未来营销的发展途径。

O2O E-commerce model,a new development model combining online and offline,has become the most representative e-commerce model for the present.This paper studies consumers’psychological behaviors under the background of O2O E-commerce mode,analyzes their behavior characteristics,establishes marketing strategies and ideas based on the background of O2O e-commerce,integrates the consumption concept under the new trend,and constructs the development path of future marketing based on the research content.