重庆邮电大学移通学院专科毕业设计（论文）
［22］ 王慧. 网络营销模式对消费的影响. 中国商贸，2012（38）
［23］ Fan Yulan&Hou Ruifang. Select the network consumption psychology and
marketing strategy（网络消费心理及营销策略选择）. 市场营销，2011 ［24］ 廖信伟. 试论网络消费心理与营销策略. 中国商贸，2012（45） ［25］ 中国互联网信息中心．中国互联网络发展状况统计报告[R]． ［26］ 高晖．网络消费特征及消费心理分析．镇江高专学报，2006（4）． ［27］ 韩顺平．市场营销理论的演进．中国营销传播，2001． ［28］ 郭庆然．我国网络营销发展问题研究．经济纵横，2007（11）． ［29］ 孔伟成，陈水芬．网络营销．北京：高等教育出版社，2002． ［30］ 沈美莉，陈孟建．网络营销与策划．人民邮电出版社，2007．
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重庆邮电大学移通学院专科毕业设计（论文）
附 录
一、 英文原文 (一)
Network consumption psychology and marketing strategy choices
Fan Yulan&Hou Ruifang
With the application and popularity of Internet technology, network consumption has increasingly become a popular. Cost approach. Network consumption is people with the help of the Internet and realize its own needs met. Process, it is a new kind of consumption form, and comprehensively, including the inner spiritual and cultural level. Meaning. The rise of network consumption, making enterprises facing unprecedented fierce competition today, the city. Any enterprise field monopoly monopoly to the buyer by the seller change consumer dominated era has arrived. Industry to maintain competitive advantage in this kind of environment, must study the network consumer behavior, and caught .Their psychological through effective Internet marketing strategy development network market is undoubtedly enterprise to win. The key. A, network, consumer psychological factor analysis:
1. The pursuit of individual character. The consumer goods market development to today, most products either in number Consumers can rely on his own psychological needs and purchasing power on purchasing and quality are very rich, To buy goods. Consumers are often those who abound imagination, network, like innovation, has the desire to change Personalized strong curiosity of young people generation, higher requirements are put forward. In the purchase Their value is more than just the use value of commodity itself, but also they are buying and goods, Obtained in the process of consumer products reflect the psychological value of personality,personalized consumption is network The mainstream of consumption.
2. The pursuit of autonomy, independence. Modern social division of labor increasingly refined, consumers buy sense of risk \have tired and don't believe it Ren. In network consumption, the consumer can completely comparing with his be fond of, choose, No one will to affect you that you can leisurely drank the coffee listening to the music in a completely relaxed Condition choose goods, this is a relatively independent, independent of the process of choose and buy, they can get Psychological balance and happiness
3. The pursuit of convenient and quick. For modern people life rhythm faster and faster, and shopping Instant, convenient, is more and more important. The traditional commodity purchase process is often very expensive Consumption, power consumption, and network can effectively meet these defects. On the Internet, consumers only Little mouse, leaf through web pages in your spare time, can be easily completed online trading, and modern Life and fast logistics system, and
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重庆邮电大学移通学院专科毕业设计（论文）
can send you buy the goods to your home, so convenient to purchase Buy greatly save the goods time and round-trip journey time of choose and buy, compared with traditional purchasing process, It has obvious advantages.
4. The pursuit of a bargain. Is consumer spending have a very sensitive in the process Element. Online store than traditional entity shop, can make consumers more intuitive understanding of the goods, can Carefully selected, shop around. And network management even zero rent of low rent and streamlined Personnel allocation, make the same goods, online stores can provide more price lower than the entity shop , for most consumer pursue cheap, network consumption is a better one Choice.
Second, the network consumption analysis of the psychological behavior disorder. Though network consumption has a strong vitality, but consumers for network marketing at present There are still some psychological obstacle.
1. The mistrust of the virtual shopping environment. In traditional purchasing way, consumers can have Judging the quality of the product or service, but under the network environment, identifying, selecting, and meet consumer Increases the difficulty of the enterprise or product. Consumers can't see feel the quality of the products; At the same time, To enterprise's operation status, business personnel's service level, etc., there are also doubtful about consumers. this Outside, the network shopping environment is unsafe factors, such as the leakage of personal information, infection of virus Dangerous, have hindered the desire of consumers to online shopping.
2. The loss of specific psychological needs. Network consumption can't set foot in some special psychological needs Need, such as online shopping to reduce the interpersonal relationship in the traditional shopping, consumers has increased Consumers of loneliness; Online shopping can't satisfy the consumer through the process of shopping to display To their own identity, social status, achievements or conspicuous consumption behavior such as the ability to pay; In the network consumption Less of a bargain space reduced some bargaining in the process of shopping and other consumers Psychological pleasure.
3. The lack of a sound legal system. Currently in the process of network consumption, still lack Appropriate legal or other means to effectively regulate and control the whole process of network consumption. Once hair network issue, therefore, consumers' rights and interests cannot obtain the safeguard of the concrete. It is also Consumers in the network psychological barriers that exist in the process of consumption.
Three, based on the network marketing strategy choice Network marketing is the online business environment to the enterprise of the build process, also is to use network camp Pin means, methods and conditions and at the same time during the coordination of mutual relations, thus more effectively The purpose of industry marketing. Because the network consumers itself has certain network consumer psychology, so It is using the network marketing tool itself to realize the main camp take corresponding tyra marketing strategy, Marketing purposes; And in view of the traditional consumer Internet consumption have scruples, mainly USES the push type network Marketing strategy, that is, by improving the marketing network marketing environment to achieve.
1. The website construction. Website is the foundation of network marketing, the characteristic of website is to meet
Cost them look for novelty psychology, login browsing stores, attract consumers to produce purchase behavior. Website construction, pay attention to the website product introduction to
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重庆邮电大学移通学院专科毕业设计（论文）
detailed maps, product display as far as possible to clear Norm, in order to improve the visual and auditory perception of consumers. At the same time, attention should be paid to simplify the process operation, Convenient to consumers to get the desired result quickly.
2. To develop personalized marketing. In the Internet age, consumer demand presents the personalized and difference To meet the personalized requirements of themselves, in addition to the customer needs to comprehensive, timely understanding of the characteristics of alienation, Can find out the most meet your personalized needs of products and services, and product and service information, Will ask directly involved in product design, manufacturing, delivery of the entire process. Enterprises to realize the personalized Need to reform the enterprise business process, the enterprise business process into according to the customer service, Pray for product design, manufacturing, improvement, sales, distribution and service. Finally, the enterprise should be put away As a unique individual marketing fee, such as, buy records based on the characteristics of consumers browse, Targeted to recommend suitable product for them on a regular basis. This for competition in the network, Can yet be regarded as an effective marketing tool.
3. The optimizing the enterprise logistics distribution systems, perfect after-sales service.Network is mostly for consumers The pursuit of quick and convenient shopping services, distribution is the key to realize network marketing problems. Companies can choose to build distribution center, can also outsource the business to professional logistics But want to make sure that the goods as soon as possible to reach consumers' hands. At the same time, enterprises should provide perfect sale department, After service, inform the customer product use method and matters needing attention, etc. When there is a problem or product quality Is customers are not satisfied with the product, to establish a good return mechanism, safeguard the rights and interests of buyers, disappear In addition to the concerns of consumers shopping.
4. Use the low price strategy and promotion methods to attract consumers. To seek cheap Internet consumption One of the great important reasons. Therefore, the network companies in setting prices, the same price of goods online Usually no more than the market price of the entity shop. In the conditions allow, the enterprise can also ,. In addition, the enterprise can also through the low price strategy to attract consumers to quickly expand sales To satisfy the customer to seek cheap online promotion methods, online promotion strategy is commonly used at present Have online discount promotions, online promotion gifts, promotion online lottery, integral marketing, online jointly promote Pin and so on, the enterprise can flexibly according to the actual situation to choose corresponding strategy.
5. Improve the safety of online transactions and trust. The risk of online transactions is hampered A major cause of consumption. Therefore, for Internet companies, improve the network business security And trust is of great importance. Enterprise to provide security of transaction security Such as encryption, firewall technology, and authentication technology or the use of virtual private networks (VPNS) to prevent or, Reduce the possibility of information theft and tampering. At the same time enhance consumer trust the site. Such as providing web site registration information, management qualification, complete contact information, the authority of the network Security authentication marks or other product information, shown in the product or service, show the product or service Using experience, etc., using word of mouth inheritance to promote their own site integrity, service evaluation, Also can increase the interest of users buy and confidence. In a word, network marketing is to fit the development of network technology and information network times of a change Has a strong vitality. In the current era of network
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重庆邮电大学移通学院专科毕业设计（论文）
economy, the enterprise only brand-new marketing concept, , have a comprehensive understanding and grasp of consumer psychology to develop effective marketing strategies accordingly, in shock Obtain or maintain competitive advantage in the fierce market competition.
（二）
On B2C Network Marketing Strategy
YANG Yan-hong
（Department of Economics and Management, Guangdong Songshan Polytechnic
College,Shaoguan 512126, Guangdong, China）
Abstract: With the development of Internet and communications technology, network marketing becomes more and more popular. There are an increasing number of companies marketing on the Internet, which has a serious impact on the traditional marketing strategy. The essay analyzes the present environment and tactics for network marketing in China and the main influencing factors when implementing them – internal environment, external environment, target market and specific tactics. And it also suggests that network marketing should be further perfected and companies should be initiative in e-commerce era.
Key Words: e-commerce; B2C; network marketing
Along with the network and the technology in electric child business affairs not to send Show that after agricultural and industrial network marketing has become a new economic body.Network marketing before, technology should be used is one of the most widely in the open Exhibition, various types of e-commerce activities in the various types of electronic business affairs activity, is the most widely used and most mature B2C enterprises network marketing strategy, make the Internet as the core support of network marketing strategy has gradually become the subject of modern marketing. Implementing network marketing strategy is a systematic engineering, it involves people, goods, content and technology, etc. Any companies implementing network marketing strategy slightly, is not only solves technical problem, more is management and group woven problem, need to knot and bigger sub dealer service environment, analyse the enterprises face the internal environment and external environment, network marketing strategy determine some body's goals, System on corporate networks of body camp pin tactics a little case. In electric sub dealer service operation model of B2C model gathering into electrical sub dealer for service operation module of the main type of operation is also more to more extensively. Before eye, B2C model operates is should use surface and operational effect rate most high electric sub dealer service delivery model, the main to have profit to the network marketing strategy. With the B2C companies Carrying out the network marketing business model as an example, the concrete analysis research B2C network marketing strategy:
First, the internal environment and external environment analysis Enterprises in the early stage, for the implementation of network marketing strategy for corporate internal and external environment for detailed analysis. Enterprises if the internal environment of the main to assess
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