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第五章 结论
本篇论文主要探讨了网络时代下消费者行为特征的消费者特征，通过对比变化以及对企业的影响的一些比较浅显的问题，通过分析使企业能够更好的掌握消费者的特征，从而制定相应的营销策略，同时也分析了影响网络消费者特征的因素，从而使企业在网络环境下更好的了解消费者，了解消费者的心理，从而制定行之有效的营销策略，为企业带来利润。
随着网络经济的不断发展，消费者的行为特征以及消费变化也不是固定不变的，每一段时期的研究以及所表显现出的消费者特点只是对当时经济环境和特征的反映，这些变化和特征是会随着经济的发展而改变的。但是对于每一时期的研究也具有实用性。
本文只是针对网络时代背景下消费者的行为特征进行了初步的重点的研究，在营销策略方面也只是在4P理论和4R理论基础上进行的重点改进策略，并没有分析消费者的心理特征，也没有就4C策略和4V策略方面进行展开分析，这些也是对于企业来说也是同样重要的营销策略。这些还有待于这方面的专家学者进行更深入的研究分析，本文这里就不做研究了。
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参考文献
[1] 菲利普·科特勒,梅汝和译.营销管理[M].上海:上海人民出版社,2005 [2] 菲利普·科特勒.市场营销管理[M].北京:中国人民大学出版社,2004
[3] 威廉姆 G.齐克芒德 桑蕾译.有效的市场营销[M].北京:机械工业出版社,2003 [4] 郭国庆.市场营销学通论[M].北京:中国人民大学出版社,2004 [5] 冯英健.网络营销基础与实践[M].北京:清华大学出版社,2002 [6] 卓骏.网络营销[M].北京:清华大学出版社,2005
[7] 支庆达,张理,张芷.网络营销[M].北京:中国水利电出版社,2007 [8] 单凤儒.营销心理学[M].北京:高等教育出版社,2007 [9] 陈明.网络营销[M].广东:广东高等教育出版社,2004 [10] 卢泰宏.消费者行为学[M].北京:高等教育出版社,2006
[11] 程华,保贡敏.网上购物意向决定因素的实证研究[J].数量经济技术经济研究,2003(11) [12] 中国互联网络信息中心.2009年中国网络购物市场研究报告
[R/OL].http://www.cnnic.net.cn/uploadfiles/doc/2009/12/3/94827.doc,2009 [13] 廖启军.网络营销[M].上海:立信会计出版社,2007
[14] Somendra PanT,Rajesh Sethi,Madan Bhandari. 2003 Making sense of the e- supply chain
landscape an implementation frame work[J].International Journal of Imformation Management, 2003(23).
[15] Cough Lana, Anderson E,SternLW,etal.Marketing Channels.6thed[M].Beijing:Tsinghua
University Press,2000
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致 谢
毕业论文暂告收尾，这也意味着我在大学四年的学习生活即将结束。回首既往，自己一生最宝贵的时光能在这样的校园之中，能在众多学富五车、才华横溢的老师们的熏陶下度过，实是荣幸之极。在这四年的时间里，我在学习上和思想上都受益非浅。这除了自身努力外，与各位老师、同学和朋友的关心、支持和鼓励是分不开的。
论文的写作是枯燥艰辛而又富有挑战的，我能够坚持下来，这都源于XX老师的谆谆诱导、同学的出谋划策及家长的支持鼓励。在此，我特别要感谢我的导师X老师。从论文的选题、文献的采集、框架的设计、结构的布局到最终的论文定稿，从内容到格式，从标题到标点，她都费尽心血。没有付艳涛老师的辛勤栽培、孜孜教诲，就没有我论文的顺利完成。
同时，感谢市场营销专业的各位同学，与他们的交流使我受益颇多。最后要感谢我的家人以及我的朋友们对我的理解、支持、鼓励和帮助，正是因为有了他们，我所做的一切才更有意义；也正是因为有了他们，我才有了追求进步的勇气和信心。
时间的仓促及自身专业水平的不足，整篇论文肯定存在尚未发现的缺点和错误。恳请阅读此篇论文的老师、同学，多予指正，不胜感激！
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附 录
With the rapid development of Internet, websites surging forward are after frying the foot \one of the more distinct characteristics \the true \e-commerce \What is \e-commerce \so? The so-called e-commerce (Electronic Commerce ) utilizes technology of the computer, network technology and long-range communication technology, realize the electrification , digitization and networked in the course of the whole commercial affair (buys and sells ). People are no longer face-to-face , look at the true goods , depend on the paper medium document (including the cash ) to carry on the business transaction. But provide and deliver system and fund convenient to be safe and settle account and do a deal systematically through a feast for the eyes goods information on net , perfect logistics through the network (buy and sell).
In fact, the course of the whole trade can be divided into three stages:
The first stage is information interchange stage: To trade company, in order to release information stage this stage. Mainly choose one's own outstanding goods , organize one's own goods information meticulously, set up one's own webpage, then join in famous websites with greater reputation , with stronger influence power , of higher clicking rate, let as many as possible people understand you know you. To buyer, this stage is the stage going to look for the goods and goods information on the net. It is mainly according to the needs of one's own one, surf the Net and look for the information and goods that oneself needs, and the trade company choosing the service with a high reputation to be well cheap.
The second stage signs the contract stage of the goods: As B2B (trade company vs. trade company ), this stage is exchange course of signing the contract , finishing the essential trade and business note. The ones that should pay attention to are: Complicated problems , such as accuracy , dependability , can't be alteredding of the data ,etc.. As B2C (trade company vs. personal customer ), this stage finishes doing shopping the order form of the course signs course, the customer should refer goods , one's own contacting information , way , payment method to deliver goods which you choose to the trade company after in the network good sign well, the trade company should send mails or the
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telephone and verify above-mentioned contents after receiving the order form .
The third stage carries on goods handing over , fund settlement stage according to the contract: This stage is stage when trade of the whole goods is very key, not merely involve the putting in place correctly and safely on the net of fund, involve the accuracy that the goods provide and deliver , put in place on time too at the same time . There is banking , provide and deliver systematic involvement at this stage, technically, in law, such respects as the standard is first-class have higher requests. The succeeding or not for a stage just here of online trade.
Second, characteristic that e-commerce develops:
Wider environment: People are not restricted by time , is not restricted by space , a great deal of restrictions not doing shopping by the tradition , can conclude the business on the net whenever and wherever possible .
Wider market: This world will become very small on the net, a trade company can face global consumers , and a consumer can do shopping in any global trade company .
Faster circulation and cheap price: E-commerce has reduce the intermediate link of circulation of commodities, has saved a large amount of expenses, thus reduced the cost of the circulation of commodities and trade greatly .
Accord with the demands for times even more: People pursue the fashion , stress the individual character more and more nowadays, pay attention to the environment that does shopping, the online shopping, the shopping course that best reflects individualization.
Third, which influence is e-commerce produced to social economy? E-commerce will change the way of the commercial activity
The traditional most typical scene of commercial activity is that \everywhere \the leg \Now, it is if touch it all right to pass Internet, people can enter the online market to browse through , purchase all kinds of products, and can also get online service , trade company can get in touch with the customer on the net , utilize the network to carry on the payment for goods and close serving, the government can also carry on electron calling for bid , government procurement ,etc. conveniently .
E-commerce will change people's consumption pattern
The biggest characteristic of online shopping is consumers' leading factor, do shopping the will is grasped in consumer's hands, at the same time consumers can also
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