電子商務(wù)環(huán)境與傳統(tǒng)商務(wù)環(huán)境下客戶行為對(duì)比與分析

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摘要：電子商務(wù)的快速發(fā)展，使傳統(tǒng)商務(wù)模式發(fā)生了根本性的變化，同時(shí)也給傳統(tǒng)商務(wù)企業(yè)帶來沖擊。本文首先對(duì)消費(fèi)者行為，包括消費(fèi)者的需求、動(dòng)機(jī)和購(gòu)買決策過程進(jìn)行闡述，然后分別對(duì)傳統(tǒng)商務(wù)和電子商務(wù)環(huán)境下的消費(fèi)者行為進(jìn)行分析與對(duì)比，通過對(duì)兩種情況下的客戶行為進(jìn)行對(duì)比與分析，提出相應(yīng)得營(yíng)銷策略，同時(shí)得出電子商務(wù)應(yīng)該從關(guān)注銷售過程轉(zhuǎn)移到購(gòu)買過程，集中在市場(chǎng)細(xì)分、差異化營(yíng)銷、產(chǎn)品線和品牌管理、價(jià)格設(shè)計(jì)、廣告促銷與公關(guān)、市場(chǎng)渠道、在線營(yíng)銷等方式，來提升電子商務(wù)客戶的滿意度，使其應(yīng)用到企業(yè)經(jīng)營(yíng)當(dāng)中，為企業(yè)創(chuàng)造更大的價(jià)值。
關(guān)鍵詞：需求,動(dòng)機(jī),購(gòu)買決策
Electronic commerce environment and traditional business environment next customer behavior contrast and analysis
Abstract：The fast development of the electronic commerce, make the traditional business mode take place the variety of the root, also bring the traditional business business enterprise the impact.This text first to consumer behavior, include the need, motive of the consumer with purchase to make policy the process proceeds expatiate, then proceed the analysis with the consumer behavior that electronic commerce environment bottom to the traditional business respectively and contrast, pass to the customer that two kinds of circumstance descend the behavior proceeds the contrast and analyze, put forward cowgirl get marketing strategy, have to out at the same time the electronic commerce should sell from the concern the process transfers to purchase the process, concentrating to subdivide in the market, the difference turns the marketing, product line with brand manage,
目 錄

1.引言 1
1.1問題的提出 1
1.2消費(fèi)者角色的轉(zhuǎn)變 1
1.3研究背景 2
1.4研究的意義 2
2.消費(fèi)者行為綜述 2
2.1消費(fèi)者的需求與動(dòng)機(jī) 2
2.1.1消費(fèi)者的需求 3
2.1.2消費(fèi)者的動(dòng)機(jī) 3
2.2消費(fèi)者的購(gòu)買決策過程分析 4
3.電子商務(wù)與傳統(tǒng)商務(wù)環(huán)境下消費(fèi)者行為對(duì)比 5
3.1傳統(tǒng)商務(wù)與電子商務(wù) 5
3.2兩種商務(wù)環(huán)境下消費(fèi)者需求與動(dòng)機(jī)對(duì)比 5
3.2.1消費(fèi)者需求的對(duì)比 5
3.2.2消費(fèi)者消費(fèi)動(dòng)機(jī)的對(duì)比 7
3.3兩種商務(wù)環(huán)境下消費(fèi)者購(gòu)買決策過程對(duì)比 8
4.對(duì)電子商務(wù)企業(yè)的啟示 11
4.1影響消費(fèi)者網(wǎng)上購(gòu)物行為的因素 11
4.2電子商務(wù)企業(yè)的營(yíng)銷策略 12
5.結(jié)論 13
附錄1 15
附錄2 17
附錄3 18

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