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The influence of consumer psychology on network marketing strategy

2019-12-18 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- The influence of consumer psychology on network marketing strategy,供大家参考学习,这篇论文讨论了消费心理学对网络营销策略的影响。消费心理学是心理学的一个重要分支,是一门新兴学科,它的目的是研究人们在消费过程中的心理活动规律及个性心理特征,包括消费者的需求、购买动机、购买决定以及影响消费者行为的心理因素。随着电子商务的蓬勃发展,互联网消费市场也在发生着变革。网络商家应以消费心理学理论为指导,以消费者的多元化需求为导向,结合市场实际,不断优化网络营销策略,提升产品附加值和品牌竞争力,才能使企业在市场竞争中抢占先机,立于不败之地。

Consumer psychology is an important branch of psychology, is a new discipline, its purpose is to study the psychological activity of people in the process of consumption and psychological characteristics of personality, including consumer demand, purchase motivation, purchase decision and influence consumer behavior of psychological factors. The study of consumer psychology plays an important role in formulating network marketing strategies. From the perspective of consumers, there are mainly the following types of network consumption psychology.

The pursuit of affordable consumer psychology is one of the most common psychology of network consumers, consumers in this psychological induction of the purchase motivation with the inexpensiveness and practicality, the purchase behavior with saving and practical characteristics. Because the network marketing has got rid of the traditional physical marketing manufacturers - wholesalers - middlemen - retailers - consumer circulation of goods, greatly reduce the operating costs of middlemen, so it has attracted a large number of network consumers. They usually directly in the online shopping search with product is the most preferential price, and some of the large electric business platform such as taobao, jingdong, Su Ningyi buy to cater to consumer pursue cheap psychological, often launched "bargain" "prompt" kill "purchase" and other promotional activities, in order to attract consumers to online shopping.

Modern life rhythm is tense, work pressure is big, for many consumers, especially female consumers in the busy day, after the children fall asleep, anytime and anywhere to take out a mobile phone to lie on the bed to relax the mood, this is the network marketing to bring convenience and quick place. In addition, in the consumption process of traditional bricks-and-mortar stores, the attitude and guidance of marketers often have an impact on consumers' purchasing decisions. I believe everyone has similar experience, want to buy a bottle of laundry detergent in the supermarket, surrounded by a few promoters constantly promote their products, the result is often that we do not want to buy the original brand goods. Therefore, more and more consumers are willing to choose the consumption mode of independent shopping. They can browse different online stores at will, compare the product performance at will, and choose the products they really like to avoid being manipulated and interfered by the outside world in the process of shopping.

As young people are much more involved in online shopping than older people, the majority of online shoppers are young people aged 20-40. The pursuit of fashion personality is the style of the current young people, they need to create a unique personal charm, reflect their own personality and appearance advantages, as well as a unique personal style, network custom shops just meet the young people this psychology. These online personalized stores, in accordance with consumers' psychological needs to pursue a different, launch new and fashionable, unconventional goods, thus more able to stimulate their desire to buy, which is difficult for traditional bricks-and-mortar stores to do.

In psychology, conformity refers to the phenomenon that an individual's ideas and behaviors change in a direction consistent with that of most people due to the guidance or pressure of a group. This kind of consumer purchase motivation has the following, often manifested as the group collective purchase, the purchase behavior usually has the blindness and the impulsivity characteristic. This phenomenon is particularly obvious in network marketing, consumers tend to buy hot, hot style goods, will be used to look at the sales and praise index of a certain commodity. Because in the case that there are only product pictures to be seen, there are relatively few data to judge the product quality. When a certain product is purchased by many people and received numerous praises, consumers are likely to identify with the product, thus triggering purchase behavior.

With the rapid development of online marketing, online shopping has become a fashion and a part of more and more people's lives. However, from the perspective of consumer psychology, according to its own characteristics and development status, there are still a lot of psychological factors.

First of all, consumers do not have enough trust in online marketing. Unlike the traditional physical shopping model, online marketing is shopping in a virtual environment. Consumers usually cannot see the goods themselves, and traditional sensory judgments such as "see", "touch" and "smell" cannot play a role. Instead, they can only evaluate the quality of goods through videos, pictures and text introductions provided by merchants, which are often very easy to fake. We can often see the price of a product on the Internet from 9.9 yuan to 299 yuan free shipping, but the use of the same picture, but who knows how much difference in the quality of the real thing? Or consumers will tend to choose high sales, positive evaluation of the goods, but some businesses seize the consumer's psychology to take improper means of business to brush sales, brush praise, so that consumers virtually choose goods and judge the quality of goods increased the difficulty.

Secondly, the security of online shopping is still insufficient. As we all know, online shopping is inevitably inseparable from a variety of payment methods, such as e-bank payment, WeChat payment, alipay payment... Although the security of online shopping payment has been significantly improved in recent years, it does not mean that there are no hidden dangers. On the Internet this open platform, shopping website good and bad are intermingled, some phishing websites often contain Trojan virus, in the process of consumers online shopping to pay to steal their bank account information easily. In addition, the name, address, contact information and other personal information we leave behind when shopping online are not kept secret by many websites, and some even sell customer information to other websites without permission

This profit, the infringement of consumer privacy. The frequent leakage of personal information has cast a psychological shadow on consumers and brought negative effects on online shopping behavior.

Thirdly, the consumption experience of online shopping is insufficient. Because online shopping cannot see the real goods, consumers' senses cannot be satisfied, especially for clothes, shoes, hats, ornaments and other goods that need to see the actual effect of the upper body. Consumers can only imagine the effect of the products on themselves based on the pictures and size data, which will inevitably lead to deviation, resulting in a low success rate of online shopping. At the same time, network marketing can not meet some specific consumer psychological needs. Due to the limitation of the network reduces the interaction between people, so you can't meet the needs of the social individual consumers, such as colleagues or friends to shopping together to maintain and enhance the close affection of each other, and consumers can experience to the scene to pick goods, payment directly home after shopping fun. Some consumers prefer to gain attention and respect through shopping to show their economic strength and social status, which are also consumption experiences that cannot be satisfied by online marketing.

Finally, the after-sale service of online shopping is not guaranteed. After shopping in traditional bricks-and-mortar stores, if consumers are not satisfied with the product or the product is defective, they can directly go to the store for a refund and exchange. But because the network shopping and the distance of time and space limitations, consumers receive goods not satisfied, it takes more time and energy to deal with relatively complex after-sales process, including consult after-sales customer service, provide proof picture materials, system operation, such as packaged goods express mail cumbersome steps, these intermediate process often require a period of time. Some consumers may not be very satisfied with the goods they bought online, but they have to leave the goods because they cannot get a timely response from the customer service staff or it is inconvenient to return or exchange the goods by express delivery. This has resulted in idleness and waste, and also affected consumers' motivation to buy again.

Through the above analysis, it can be seen that consumer psychology will have a great impact on network marketing, so Internet businesses should be good at grasping the psychological needs of network consumers, timely adjust and develop effective network marketing strategies, in order to make themselves in the competitive network market to obtain more profits and business opportunities.

The enterprise website is the window that the enterprise faces the user directly, it is the direct platform that develops network marketing. Good website design should start from the psychological needs of target consumers, combined with corporate culture and product characteristics, to show the product in a hierarchical way, highlight its unique personality and good image, to enhance the attraction of the website and consumer recognition. In addition, enterprises also need to strengthen the hardware construction of websites, ensure the efficient and stable operation of servers, build a complete network security system, ensure the security of payment and consumer privacy, and provide consumers with a safe shopping and trading environment.

The biggest problem of network marketing is that consumers can't get in touch with the products themselves, which requires merchants to convey their feelings about objects to consumers through pictures, videos and texts. Therefore, effective presentation of the product is crucial. In addition to common buyer shows, more and more businesses begin to regularly broadcast online to attract consumers, so that they can more intuitively understand the products through interaction with merchants and videos, so as to stimulate consumers' desire to buy. In terms of logistics, a series of measures such as high-quality product packaging, free shipping and alternate delivery can also enable consumers to get a good shopping experience.

The after-sales service system in network marketing has a direct impact on the sustainable development of e-commerce. Compared with the traditional trade model, online consumers not only pay attention to the quality and price of products, but also pay more attention to the after-sales service of products. Network marketing should be more integrity-based, constantly optimize and improve the after-sales service mechanism. Such as many businesses to provide worry-free return, return freight insurance, quick refund, extended warranty and a series of after-sales service measures. These measures also effectively enhance the credibility of businesses and customer loyalty.

In this era of change, Internet consumption is also constantly upgrading. More and more consumers tend to buy niche products and order service consumption, which requires Internet businesses to take the market demand as the orientation and adopt "one-to-one" marketing mode to timely meet the personalized needs of consumers. For example, in recent years, the rapid growth of online personalized housing and tourism route customization services, targeted housekeeping services, etc., reflect the changes in consumer demand. To meet the personalized needs of customers can better establish the relationship with consumers and form a closer business relationship.

With the booming development of e-commerce, the Internet consumption market is also changing. The network business should take the consumption psychology theory as the guidance, take the consumer's diversification demand as the orientation, combines the market reality, optimizes the network marketing strategy unceasingly, enhances the product added value and the brand competitiveness, can enable the enterprise in the market competition to preempt the opportunity, in an invincible position.

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