网络消费行为分析及提高网络营销满意度的策略

随着网络信息技术的快速发展,网络营销日益发展壮大。正确把握网络消费者的消费心理与行为特征,对提高企业效益具有重要意义。基于对网络消费者的心理与行为特征的分析,提出创新营销理念,推广网络营销,加强与消费者的沟通,为消费者提供安全诚信的网络营销服务,加强移动网络营销建设等对策建议,以帮助企业认识并主动采取相应的网络营销策略,提高消费者的网络营销满意度,从而扩大企业收益。     

浅析网络营销环境下消费者行为变化和企业应对策略

随着现代化网络技术的发展,网络营销工作实施已经取得了成效,并且在网络营销环境构建中,由于营销环境的改变,使得消费者行为变化出现了显著的差异,所以为了能够更好的开展网络营销,需要强化网络营销工作,以此为消费者行为的分析和管理提供帮助。鉴于此,本文针对网络营销环境下消费者行为变化和企业应对策略进行了探讨,主要阐述了网络营销环境概念、网络营销环境下消费者行为变化和企业应对策略,以此为网络营销环境下的消费者行为管理提供帮助。     

消费者网络购买行为的网络营销策略研究

随着电子商务的发展,网络营销已经成为企业重要的营销方式.深入、系统研究消费者网络购买的影响因素具有极重要的现实意义,本文研究了网络个人消费者购买行为及其与企业营销策略的关系,并提出了相应的网络营销策略.     

企业网络营销优化分析

在新的经济环境下,网络营销已经成为企业营销战略的重要组成部分。网络营销作为网络信息时代的一种新的营销模式,既不受时间和空间的限制,又不影响消费者的数量。与传统营销相比,网络营销可以更快、更便捷,非常符合消费者对快消品的需求,所以快消品行业充分运用网络传递信息,进行营销是必然的趋势。本文以快消品行业为例,探索消费者消费行为与网络营销的关系,并提出优化建议。     

企业网络营销优化分析

在新的经济环境下,网络营销已经成为企业营销战略的重要组成部分。网络营销作为网络信息时代的一种新的营销模式,既不受时间和空间的限制,又不影响消费者的数量。与传统营销相比,网络营销可以更快、更便捷,非常符合消费者对快消品的需求,所以快消品行业充分运用网络传递信息,进行营销是必然的趋势。本文以快消品行业为例,探索消费者消费行为与网络营销的关系,并提出优化建议。     

我国网络营销发展中存在的问题及对策研究

网络营销是对传统营销方式的创新和提升,具有特殊的优越性和不可替代性。然而,由于我国的网络营销尚处于起步阶段,发展总体水平较低,网络对企业营销的巨大优势与潜力尚未被挖掘出来。其根本原因在于政府、企业和消费者等方面都存在诸多问题。因而,发展网络营销需要政府、企业及消费者协同努力,改善网络消费环境,更新网络消费观念,积极创造条件,推动网络营销良性发展。     

网络营销策略:消费者行为黑箱与客户满意度

电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。     

在网络营销活动中对消费者购买意图产生影响因子的相关研究——以在北京的中国消费者和外国消费者为比较研究对象

论文的中心议题是研究在网络营销活动中消费者的态度和行动之间的关系。消费者的态度和行动之间的关系以计划行为理论(The Theory of Planned Behavior)为理论基础进行探索性研究。网络营销在中国已经开展将近15年了,随着评价体系以及信用支付的不断完善中国消费者已经能够理性对待网络消费了。但从国内消费者网络购物的频度和额度来看还是和外国消费者有一定差距。文章将理论研究与实证研究相结合以消费者购买意图为最终研究目标,以北京地区的普通中国网络消费者与外国网络消费者为研究对象进行研究。     

我国网络营销发展中存在的问题及改进对策

本文回顾了我国网络营销的起步阶段及发展历程,找出了与西方国家相比存在的差距与不足。针对网络市场营销发展中存在的现实问题,从政府、企业、消费者以及网络、商品、物流等层面,分析原因,探讨对策,阐述了发展网络营销需要政府、企业及消费者协同努力的观点。     

消费心理学对网络营销策略的影响探析

随着互联网时代的进一步发展,网络营销成为当代市场营销发展过程中必不可少的环节,"双11"、"双12"购物节的网上交易成交量每年剧增,在网络营销的过程中,了解网络消费者的消费心理具有十分重要的意义。本文立足于当代网络消费的现状,分析了在网络消费过程中消费者可能会出现的消费心理,进一步阐述了重视消费心理学给网络营销策略建立带来的影响,旨在能够提升网络营销群体对消费心理学的重视,基于消费心理学制定更加完善的网络营销策略,助力于网络营销水平的提升。     

充分利用网络技术为顾客服务——网络营销的价值观及其实现

互联网技术在企业经营中的应用 ,创造了网络营销这一营销新方式 ,以及网络公关这一交往新形式。网络营销应当贯彻“以消费者为中心”的营销价值观 ,应该且能够充分利用网络公关实现企业与消费者之间的双向沟通 ,应当且能够有效利用网络技术为顾客提供高效、便利、优惠、超值的服务支持。     

Consumer Response toward Plus‐Size Models Featured in the Mainstream Media

The rise of the body acceptance movement among consumers has led several brands and media outlets to feature models with diverse body shapes and sizes. However, little research has examined consumer reactions to these nontraditional models. This exploratory study addresses this gap by examining consumer response to three different instances in which a plus‐size model was featured in a popular press magazine. Discourse analysis examined consumer‐generated online comments. Three broad themes were identified that included positive sentiment related to more inclusivity in media representations of women: concern about model body size and health, and questions around how a “plus” size body is defined. This work offers insight into consumer response to plus‐size models, sheds light into how society views the plus‐size body and health, as well as how brands can begin to integrate plus‐size models into marketing and advertising campaigns.     

Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia

Anti-Americanism and Francophobia express a consistent hostility toward the government, culture, history or people of the US and France or the Francophonie (the global community of French-speaking peoples). This study explores interactions between country-of-origin (COO) effects and animosity expressed through anti-Americanism and Francophobia through analysis of scholarly studies, several decades of articles from the general and online press in the US and France, and ethnographic fieldwork in France and the US results reveal interesting inconsistencies and variability in national expressions of consumer animosity and response to COO cues over the time of the study, underlining the need for further longitudinal study of animosity, COO effects and consumer response. Implications of findings are examined with reference to theory development, marketing practice, and public policy.     

Shopping patterns: An exploration of some situational determinants

Given the importance of specific behaviors, particularly choice behaviors, to marketing decisions, researchers have focused much of their attention on investigating determinants of choice behavior. Broader units of analysis, namely patterns of consumer behaviors, however, may also be useful in shaping marketing strategy. In fact, some research demonstrates that definite consumer shopping patterns exist. The present study goes beyond previous research by investigating the situational influences of time pressure and gift/self shopping on prestore and store visit shopping patterns.     

网络购物消费者信任环境、前因及营销启示

我国网络购物存在巨大的增长空间,而信任是网络购物平台上交易的主要问题,成为市场营销研究的热点之一。网络购物应加强网站管理以确保消费者信息安全和支付安全;提高网络购物平台的服务质量和产品质量以及加强物流配送管理。     

Does online relationship marketing enhance customer retention and cross-buying?

One characteristic of online consumer behavior is the low cost of searching for alternatives. Therefore, customer loyalty is more difficult to achieve in the online context than in the offline one. Although studies have discussed the effectiveness of relationship marketing, nearly all studies examining such constructs have been in the context of ‘offline’ consumer behavior. With regard to the ‘online’ context, the integration of Internet technology with the customer loyalty concept is rarely discussed in the relationship marketing literature. Furthermore, empirical research that integrates the actual purchase behavior of customer retention and cross-buying is relatively sparse. In response to this, the current study develops and empirically tests a model that examines the relations among relationship-bonding tactics, perceived relationship investment, perceived relationship quality, customer loyalty, customer retention, and cross-buying. Using survey data from 766 online customers of a securities corporation, the results demonstrate the effectiveness of relationship marketing as it positively influences online customers' perception, then their loyalty, and ultimately, their actual purchase behavior.     

浅谈我国网上零售的发展障碍与对策

从基础建设、消费者和企业三个角度分析当前我国企业在开展网上零售业务时所遇到的障碍,指出企业要发展网上零售必须树立市场营销观念。针对网上消费者的特征制定适当的市场营销策略,从产品、价格、分销和促销的4P角度制度网上零售企业可以采取的一些营销策略。     

Organizational Music the Role of Listening in Interaction Processes

The paper focuses on consumer cynicism in online environments, using the anti‐Christmas sites of the Internet as an empirical case. Drawing on the discursive power model of consumer resistance, critical management studies on organizational cynicism, and Foucauldian ideas of political struggle as “politics of self,” it is argued that consumer cynicism, in online environments, may represent a form of resistance against markets and the marketing institution, which is brought about through the problematization and partial rejection of the normalized forms of consumer subjectivity that are offered in the marketplace. The paper illustrates how consumers employ a cynical rhetoric and discursive strategy, creatively drawing from the story of Ebenezer Scrooge, to problematize the received, highly commercialized ways of celebrating Christmas and to work on a cynical identity project, the scrooge, which represents an alternative form of consumer subjectivity, disillusioned and critical toward the market and the marketing institution.     

Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes

The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.     

Modelling real-time online information needs: A new research approach for complex consumer behaviour

Abstract

A major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour, as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element, however, is determining the effects of information provided on the site, as well as from other sources that the consumer may access, and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real-time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations.