電子商務(wù)-基于大學(xué)生網(wǎng)購(gòu)心理的網(wǎng)絡(luò)營(yíng)銷策略的探究

基于大學(xué)生網(wǎng)購(gòu)心理的網(wǎng)絡(luò)營(yíng)銷策略的探究【摘要】我國(guó)的互聯(lián)網(wǎng)技術(shù)已經(jīng)十分普及，至此保持著高速發(fā)展。網(wǎng)絡(luò)購(gòu)物近年來(lái)開(kāi)始流行，其中大學(xué)生群體是重要的網(wǎng)絡(luò)消費(fèi)者，在電子商務(wù)的巨大市場(chǎng)中是不可缺少的一部分?；诮?jīng)濟(jì)能力有限等原因，大學(xué)生網(wǎng)購(gòu)消費(fèi)心理具有獨(dú)特性，但多數(shù)商家的營(yíng)銷策略面向?qū)ο髲V泛，缺乏針對(duì)性，很難將大學(xué)生群體在網(wǎng)絡(luò)購(gòu)物上的潛力挖掘出來(lái)。為了提高大學(xué)生的網(wǎng)絡(luò)購(gòu)物力，促進(jìn)電商經(jīng)濟(jì)的發(fā)展，本文通過(guò)對(duì)文獻(xiàn)資料的整合，問(wèn)卷調(diào)查和分析，以及部分同學(xué)的訪談，了解了大學(xué)生網(wǎng)購(gòu)的動(dòng)機(jī)、決策過(guò)程等，以此提出了以下十二條針對(duì)大學(xué)生群體的互聯(lián)網(wǎng)營(yíng)銷策略：學(xué)生優(yōu)惠價(jià)格策略、內(nèi)容引流策略、自主定制策略、個(gè)性包裝策略、高校公眾號(hào)營(yíng)銷策略、試用推廣策略、學(xué)生會(huì)員策略、社群營(yíng)銷策略、微博意見(jiàn)領(lǐng)袖營(yíng)銷策略、短視頻營(yíng)銷、互動(dòng)式廣告和獎(jiǎng)勵(lì)策略、關(guān)懷式售后策略?！娟P(guān)鍵詞】大學(xué)生網(wǎng)購(gòu)；網(wǎng)絡(luò)營(yíng)銷策略；問(wèn)卷調(diào)查

ResearchonthenetworkmarketingstrategybasedonCollegeStudents'onlineshoppingpsychology[Abstract]China'sInternettechnologyhasbeenverypopular,sofarmaintainedahigh-speeddevelopment.Onlineshoppinghasbecomepopularinrecentyears,amongwhichcollegestudentsareimportantonlineconsumers,andtheyareanindispensablepartinthehugemarketofe-commerce.Basedonthelimitedeconomicabilityandotherreasons,collegestudents'onlineshoppingconsumptionpsychologyhasitsowncharacteristics,butmostbusinesses'marketingstrategiesareobject-oriented,lackofpertinence,andfailtotapthepotentialofcollegestudentsinonlineshopping.Inordertoimprovecollegestudents'onlineshoppingabilityandpromotethedevelopmentofe-commerceeconomy,thispaper,throughtheintegrationofliterature,questionnairesurveyandanalysis,aswellasinterviewswithsomestudents,understandsthemotivationanddecision-makingprocessofCollegeStudents'onlineshopping,andputsforwardthefollowingtwelveonlinemarketingstrategiesforCollegestudents:Studentpreferentialpricingstrategy,contentdrainagestrategy,selfcustomizationstrategy,personalizedpackagingstrategy,officialaccountmarketingstrategy,trialpromotionstrategy,studentmemberstrategy,communitymarketingstrategy,micro-blogopinionleadermarketingstrategy,shortvideomarketing,interactiveadvertisingandincentivestrategy,caringcustomerservicestrategy.[K