基于网络调查E世代消费特征的营销策略探究

Enterprises Marketing Strategy Research Based on Internet Survey of E generation Consumer Characteristics

扩大内需是我国经济发展的热点和难点。企业则是扩大内需的主力军。在新经济和新电子通讯技术下成长和成熟起来的E世代受众多媒体信息的充斥,形成了巨大的消费潜力和特殊的消费观念,成为市场消费的引领者,应受到企业的高度关注。利用网络等媒体信息,了解E世代的消费行为特征及消费热点,据此制定有针对性的营销策略,是企业赢得顾客、赢得市场份额、赢得竞争优势的主要手段。

Expanding domestic demand is the hotspot and difficulty of economic development in China. Enterprises should be the main force of expanding domestic demand.The E generation who grows up under the background of the new economy and the new electronic communication technologies has been flooded with numerous media information,forming a huge consumption potentiality and specific concept of consumption, should be paid high attention by the enterprises as a market consumption leader.Using the Internet and other media information,it can provide necessary basis for enterprise developing marketing strategy to understand the consumer's consumption behavior characteristics and consumption hot spots. And it can also help to attract more customers,to get more market shares and gain more competitive advantages.