网络时代的消费特征及营销对策

内 容 摘 要

提示：本研究拟从网络时代的开端，特点入手，结合当代互联网现状，浅析网络对当代社会消费方面的影响，并针对性的提出营销策略。根据网络的特点和当今网络消费的特征、消费人群的特征和心理，大致总结出网络消费的趋势、网络消费人群的消费心理。同时以过往网络营销的例子为例，总结利弊，对今后网络营销提出更具针对性的策略。

[关键词]：互联网；网络发展；网络销售；网络消费；营销对策

目       录

摘要····························································1

网络时代的开端···········································4

1.1世界互联网的形成············································4

1.2中国互联网的形成与发展的几大阶段····························4

网络时代的特点以及在当今社会的应用·······················4

2.1我国现今网络发展规模········································4

2.2我国现今网络消费状况········································5

2.3现今我国互联网在信息传播交互和消费方面的新特征··············5

网络消费的特点、局限以及用户人群分析·····················5

3.1网络销售现状及其优点········································6

3.2网上销售弊端··········································7

3.3网络消费现状及其优点········································8

3.4网络消费呈现的缺点··········································8

针对网络时代的特点提出针对性营销策略·····················9

4.1网络消费的趋势··············································9

4.2网络消费人群特征············································9

4.3过往网络营销案例········································9

4.4今后网络营销策略建议········································10

总结····················································10

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