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The consumer psychology of electronic commerce

2019-02-12 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- The consumer psychology of electronic commerce,供大家参考学习,这篇论文讨论了电子商务的消费心理。电子商务是依托互联网发展起来的新型营销方式,具有全球性、低成本、高效率的特点,被各行业广泛运用。如今,个体消费者对商品和服务的要求越来越多,对产品的各方面要求也越来越多,从产品设计到包装,从产品使用到售后服务,不同消费者都将有不同的要求。个体消费者更偏重与众不同,充分体现个体的自身价值,这一点已成为个体消费的首要标准。

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The rise of e-commerce for the development of enterprises has brought new opportunities, but also to the traditional marketing methods issued a new challenge. Merchants must get rid of the traditional business thinking, break through in marketing strategies, ways and means, and establish a set of operating mechanism suitable for e-commerce. Therefore, on the basis of consumer psychology and behavior, from the product, price, marketing, distribution, service, transaction security and enterprise self-improvement seven aspects, respectively, the reform of the existing marketing strategy, marketing methods, to build a new marketing model.

E-commerce is a new type of marketing relying on the Internet, with the characteristics of openness, globality, low cost and high efficiency, and is widely used in various industries. The new marketing mode requires enterprises to adopt new marketing methods. The research degree of the participants in e-commerce activities -- individual consumer psychology and consumer behavior characteristics is not only of great significance to further expand e-commerce, but also directly affects the operation effect of e-commerce and the development space of enterprises themselves.

With the coexistence of global and local culture, people's consumption concept is strongly impacted, especially the young people have a strong motivation to buy culture-oriented products, and e-commerce can just meet this demand. Consumers' pursuit of cultural tastes in different countries can gain broader space from the e-commerce model. Marketers should be aware of this law, prudent and reasonable, just in time to gradually launch their own online sales products.

Individual consumers have more and more requirements on goods and services, as well as on various aspects of products. From product design to packaging, from product use to after-sales service, different consumers will have different requirements. Their development and change undoubtedly bring new challenges for merchants to occupy the market. The choices they have made are no longer just focusing on the practical value of commodities in the past, but include the extension of other aspects of products. Individual consumer more lay particular stress on distinctive, reflect individual oneself value adequately, this already became the first standard that individual consumes.

Price is always the most sensitive factor for consumers. Compared with traditional stores, online stores enable consumers to have a more direct and intuitive understanding of goods, select and compare goods carefully, and complete shopping activities. In addition, the online sales model also reduces many sales links in reality, which reduces the sales price of products, and finally realizes the psychology of satisfying consumers in pursuit of high quality and low price.

For modern people who live in a fast pace, it is more important to get instant, convenient and fast in shopping. Traditional commodity shopping chooses a process to be short a few minutes, long a few hours, plus the time that goes back and forth journey, consumed consumer a lot of time, energy, and the shopping on the net made up for this blemish. The unlimited space, time and geographical characteristics of network consumption can fully meet this demand. At present, more and more individual consumers join in the online shopping, and e-commerce is more and more recognized by individual consumers.

For a long time, the traditional shopping habit of "seeing, touching and listening" formed by individual consumers has been restricted on the Internet, and consumers tend to have doubts about the products they cannot get in touch with. Online consumption cannot meet some specific psychological needs of consumers. Online shopping can replace part of interpersonal interaction, but it is impossible to meet consumers' personal social motivation in this regard. At present, the electronic commerce are still at the stage of further perfect, the lack of effective means of payment and credit system, online consumers in the process of payment of personal information and credit card password may be steal theft, sometimes encounter a false order, no order but are required to pay or return the payment for goods, make consumers to tremble. If there is an online dispute, consumers' rights and interests cannot be adequately protected. According to statistics, consumers on the expected psychology of online goods than the mall price 30% ~ 50% cheaper, and the vast majority of online goods are either unreliable quality, or the price is still not up to the expected requirements. And the lack of price flexibility of online goods will make some consumers who like to bargain on the spot disappointed and lose the satisfaction of getting preferential products.

In the traditional shopping mode, individual consumers can select commodities by themselves, check the appearance of commodities and test the performance of commodities. However, individual consumers cannot know the actual appearance, quality and performance of commodities in a direct way in the mode of e-commerce, and the products they buy often do not conform to the expected ones

The quality of small products purchased from the Internet by individual consumers often has no warranty period for after-sales quality, or if there is a problem with the products purchased from the Internet that needs to be returned or replaced, such problems cannot be solved in time, and it takes a long time to complete the product return or replacement.

The modern enterprise network marketing must take the individual consumer as the leading role, pays attention to the difference market marketing strategy application. By making use of the functional advantages of the Internet in collecting, processing and strengthening information processing, we can timely grasp and understand the changes of different demands of online consumers and produce various products with different styles. Mattel, for example, USES personalised personal pages on the Internet to provide customers with more than 6,000 choices that they can buy according to their needs. This allows consumers to personalise their needs further, while allowing them to choose from a wider range of products.

Price plays an important role in consumer psychology in e-commerce. Therefore, with the weakening of market monopoly, price monopoly has been broken, which requires enterprises to strengthen flexibility in choosing pricing strategies and establish a flexible price system. First, the automatic price adjustment system, that is, with the season, market demand changes and similar commodity prices and other factors to adjust the price flexibly; the second is the free bargaining system, that is, to provide consumers directly on the Internet and businesses to negotiate prices. Dangdang, for example, is the world's largest Chinese online mall, with the title of "China's amazon", its online marketing price flexibility, discounted to take a variety of ways, including direct sale, buy a certain cash commodity can be returned to the full shopping coupons, returned to a certain amount of cash directly, shopping or to send gifts, and so on, satisfy the consumers' psychology.

Seek enterprise to provide humanized service. At present, modern enterprises have established a variety of communication service channels with consumers through instant contact QQ, E-mail advertising, member discount activities, and the establishment of an opinion mailbox, in order to maintain and stabilize the network customer resources.

In the network, individual consumers are generally alert to the virtual shopping environment. Enterprises should establish a sound credit mechanism, provide a fair and standard legal environment, build a superior technical platform, and improve the corresponding network supporting system, which is the necessary guarantee for the safety of online transactions. For consumers to solve problems at home

To sum up, from the perspective of the consumer psychology and behavior in the face of new electronic commerce network marketing methods and its cause of consumer psychology and behavior change, the enterprise must understand and adapt to this change, in electronic commerce and the consumer psychology develop coping strategies, the initiative to influence consumer psychology and purchasing behavior. Make use of the theory of e-commerce innovation and development advantages, so that it has a long-term competitive advantage, in an invincible position.

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