第1个回答 2013-05-24
网络营销的应用分析应该从网民的特点、上网行为习惯、购买动机、影响购物等因素分析入手，导出网络购物者购买过程和购买模式、网络顾客的市场细分于定位。 1.了解上网用户个人信息是开展网络营销的第一步，只有对上网用户有了深刻的认识，才能有针对性地定制出正确的网上营销策略。上网用户个人信息包括：“①网民学历结构;②网民中男女性比例；③网民职业分类；④网民的年龄结构；⑤网民收入分类；⑥我国网民的网上购买行为特征；⑦用户对Internet的使用情况（上网时间和上网地点）；⑧我国网民的上网使用特征⑨我国用户上网的主要目的等。 2.网络消费者购买动机。网络消费者的购买动机基本上可以分为两大类：需求冬季的心里动机。前者是由于人们各种需求，包括低级和高级的需求而一起的购买动机，而后者则是由于人们的知识、感情、意志等心理过程而引起的购买动机。现代虚拟社会中人们联系的基础实质是人们希望满足虚拟环境下的三种基本需要，即：兴趣、聚集和交流。这是构成网络消费者需求激动的基础。网络消费者购买行为的心理动机主要体现在三个方面：①理智动机；②感情动机；③惠顾动机。 3.网络消费需求的新特点和趋势：①个性消费的回归；②消费需求的差异性；③消费的主动性增强；④对购买方便性的需求与购物乐趣的追求并存；⑤价格仍然是影响消费心理的重要因素；⑥网络消费仍然具有层次性；⑦网络消费者的需求具有交叉性；⑧网络消费需求的超前性和可诱导性；⑨网络消费中女性占主导地位。 4.影响网络消费者网上购物的因素主要有：①商品的特征;②商品的价格；③购物的方便性；④购物额安全性。网络消费者的购买过程，也就是网络消费者购买行为形成和实现的过程。网络消费者购买过程可以粗略的分为五个阶段：购买动机产生、收集信息、比较选择、购买策略和购买后的评价。 5.电子商务有多种模式，反映商务活动的多样化，其中包括四种典型的网络消费的购买模式：①企业对消费者的模式；②企业对企业的模式；③个人消费对个人消费；④消费者对企业的模式。 6.网络顾客的市场细分是指企业在调查研究的基础上，依据网络消费者的特点、购买欲望、购买动机、习惯爱好的差异性等，把网络顾客市场划分成不同类型的消费群体，每个消费者群体构成企业的一个细分市场。企业在根据自身的条件，选择适当的细分市场为目标市场，并以此拟定企业的网络营销策略和方案。网络顾客市场细分对企业制定网络营销策略具有很大的作用：①有利于分析和开拓网络营销的新市场。②有利于制定和调整网络营销方案，增强企业的应变能力。③有利于集中使用企业资源，取得最佳营销效果。 7.网络营销目标市场是企业的某个市场部分，也就是切也准备提供服务的客户群。传统市场定位是单项的，而网络营销的目标市场定位是双向的。根据前面关于上网用户调查情况，可以江网络顾客市场细分以下几种典型类型：①按性别可分为男性顾客市场和女性顾客市场；②按年龄可分为儿童市场、学生市场、中青年市场和老人市场；③按收入可分高、中、低收入阶层市场；④按学历可分为本科以上、本科、高中、高中以下等。 但一定要注意，实际上网络顾客市场细分为成百上千都是可能的，未来的细分市场必将是以个体为基准的。
参考资料： 高等教育出版社 Application of network marketing should be the characteristics from the users, Internet habits, purchasing motives, analyzing such factors affect shopping, online shopping to buy export processes and buying patterns, the network customer market segmentation in positioning.
1. Understand the personal information of Internet users is the first step of online marketing, only have a deep understanding of Internet users, can be targeted to customize the right online marketing strategy. Internet users personal information, including: "① educational structure of Internet users; ② the proportion of male and female Internet users; ③ users of occupation; ④ the age structure of Internet users; ⑤ netizens income categories; ⑥ online purchasing behavior of Internet users characteristics; ⑦ users to use Internet situation (online time and Internet sites); ⑧ characteristics of Internet users use the Internet ⑨ The main purpose of China's Internet users and so on.
2. Network consumer purchase motivations. Motivation of consumers to buy the network basically be divided into two categories: demand winter heart motives. The former is due to various needs of people, including the needs of low-level and advanced with the purchase of motivation, while the latter is due to people's knowledge, feelings, will, caused by psychological processes such as purchase motivation. Modern virtual community that connects people based in the essence of the virtual environment people want to meet the three basic needs, namely: interest, gather and exchange. This constitutes the basis for exciting consumer demand network.
Online Consumer Shopping Behavior of the psychological motivation is mainly reflected in three aspects: ① rational motivation; ② emotional motivation; ③ patronage motives.
3. Network consumer demand and trends of the new features: ① the return of personal consumption; ② differences in consumer demand; ③ enhance consumer initiative; ④ on the purchase of convenience shopping needs and the pursuit of co-existence; ⑤ prices are still affected important factor in consumer psychology; ⑥ network still has a level of consumption; ⑦ network needs of consumers with cross-cutting; ⑧ ahead of consumer demand in the network and can be induced; ⑨ network of female-dominated consumer.
4. Of online consumer shopping main factors: ① the characteristics of goods; ② commodity prices; ③ the convenience of shopping; ④ shopping amount of security. Network of consumer buying process, that is, network formation and realization of consumer buying behavior process. Online Consumer buying process can be roughly divided into five stages: motivation to buy produce, gather information, compare options, purchase strategies and the evaluation after purchase.
5. E-commerce has a variety of models, reflects the diversity of business activities, including the four typical network consumer buying patterns: ① business to consumer model; ② business to business model; ③ personal consumption on private consumption; ④ consumer business model.
6. Network customer is an enterprise market segments on the basis of investigation, according to the characteristics of online consumers, the desire to purchase, purchase motivation, habits of different hobbies, etc., the network customer market into different types of consumer groups, Each consumer groups forms the company a market segment. Enterprises in accordance with their terms, select the appropriate target market segments, and thus the development of enterprises network marketing strategy and programs. Network of enterprise customer market segments to develop online marketing strategy has a significant role: ① benefit analysis and develop new markets for network marketing.
② facilitate the formulation and adjustment of network marketing programs, enhance their resilience. ③ conducive to focused use of corporate resources, to achieve the best marketing.
7. Internet marketing target market is a market segment business, which is also prepared to cut services customer base. Traditional market orientation is single, and network marketing target market positioning in both directions. According to the previous investigation on the Internet user, you can river network customer market segments following typical types: ① sex market can be divided into male and female customers market customers; ② children's market can be divided according to age, student market, middle-aged market and the elderly market; ③ by income can be divided into high, medium and low-income market; ④ can be divided according to undergraduate education, undergraduate, high school, high school such as the following.
But we must note that, in fact, the customer market segments for hundreds of network is possible, the future is bound to the individual segments of the market-based.