double heart jewelry wholesale E generation of consumer behavior characteristics and marketing countermeasures

buy hip hop jewelry wholesale On online consumer behavior and corporate promotion

Abstract
The research on the development of the Internet economy with the development of the Internet economy has greatly improved in terms of depth and breadth. The results, but the research of consumer behavior changes under network economic conditions has not received the attention. This article starts with the analysis of the behavior of online consumers. Through the research on the characteristics and behavior of consumer behavior and behavior, the Internet motivation, etc., mainly discuss how companies use online promotions to attract consumers under the network environment to achieve expanding the possession of the online market possession Rate, increase profit purposes. The emergence and rapid development of the Internet have a profound and important impact on the marketing marketing of the enterprise. At the same time, the changes in consumer behavior will inevitably require enterprises to formulate new marketing strategies to adapt to these changes. Correct understanding of these influences is of great significance for enterprises to adapt to the new environment, better market segments, advanced marketing methods and methods, and meet consumer demand.
The keywords: online consumer behavior characteristics change corporate promotion

Abstract:
with the the network eConomy Countries in the World for Research on the Network Economy Both in Breadth AND depth has greatly improved, and achieved results, but in the network economy change consumer behavior research has not been given e attention. Based on the analysis of consumer behavior networks, through consumer behavior and behavior changes, Internet research, focused on the network how to use network marketing to attract customers, expanding the network to achieve market share the rate increase profit purposes. The emergence of the Internet and the rapid of marketing have had a profound and important impact of the changes in consumer behavior at the same time will also require the to develop new marketing to adapt to these changes. A correct of these effects, for to adapt to the new , better market segments, the use of advanced marketing means and methods to meet the consumer demand is of great .rn　　Ke YWords: Network Change Consumer Behavior of Marketing

The online market is a virtual market. It is composed of a group of Internet population. It is also regarded as a collection of different segments markets. After ten years of rapid development, China's Internet has formed a scale, and Internet applications have diversified. Under the conditions of the business philosophy of the customer first, whoever masters the consumer's psychology may win in the competition and achieve the dominant position.

. The behavioral characteristics and changes of online consumers
Due to the emergence of Internet business, important changes in consumer concepts, consumption methods and consumer status are undergoing important changes. The rapid development of the Internet promotes the promotion of the Internet The improvement of consumer sovereignty positions; the huge information processing capabilities of the network marketing system provides consumers with unprecedented choice space for consumers, making consumers' purchase behavior more rational.
(1) The behavioral characteristics of online consumers
The network users are the main individual consumers of online marketing. Their purchase behavior determines the development trend of online marketing. To do a good job of online marketing, we must Analyze the group characteristics of online consumers in order to take corresponding countermeasures. There are mainly the following seven aspects of the needs of online consumption:
1. Personalized consumer demand
In modern times, due to the development of industrialization and standardized production methods, consumers' personality is submerged in a large low cost. , Single -based product torrent. With the arrival of the 21st century, this world has become a world of computer network interweaving. The consumer goods market becomes richer and richer. Consumers have a globalization of product selection and diversified products. Consumers have begun to formulate their own their own formulas. In consumer standards, the entire marketing has returned to a personalized basis. No consumer consumption is the same. Every consumer is a small consumer market, and personalized consumption has become the mainstream of consumption.
2. Differences of consumer demand
not just consumer consumption of consumers makes online consumption demand differentiated; for different network consumers, due to their different times of the environment, they will also produce the different environment of their time, but also generate different environmental environment, but also generates different environmental environment. Different needs, different network consumers, even at the same level of demand, their needs will be different. Because online consumers come from all over the world, there are different countries, nations, beliefs, and living habits, which will cause obvious demand differences. Therefore, manufacturers engaged in online marketing, in order to succeed, must from the entire production process, from the concept, design and manufacturing of the product, to the packaging, transportation, and sales of the product. The characteristics of the corresponding measures and methods are taken.
3. Increased initiative of consumption
Under the trend of increasingly detailed and professionalism in socialization, consumers' sense of risk of consumption increased with the increase of choices. In many large or high -end consumption, consumers often actively obtain information related to goods through various possible channels and analyze and compare them. Perhaps this analysis is not fully and reasonable, but consumers can get psychological balance from it to reduce the sense of risk or reduce the regrets generated after purchase, and increase the degree of trust and psychological satisfaction of the product. The enhancement of consumer initiative comes from the increase in uncertainty of modern society and the desire to stabilize and balance human needs.
4. Interactive consciousness of consumers, manufacturers and businesses
The traditional commercial circulation channels are composed of producers, commercial institutions and consumers. Among them, commercial institutions play an important role. In the market, consumers cannot directly express their consumer needs to producers. In the network environment, consumers can directly participate in production and circulation, and communicate directly with producers to reduce market uncertainty.
5. Pursuing a convenient consumption process
It shopping online, in addition to completing actual shopping needs, consumers can get a lot of information while buying goods, and they have no traditional stores in various traditional stores. fun of. Today, people have two trends of pursuit of real consumption: consumers with high work pressure and high tensions aim at convenient purchase. They are pursuing time and labor costs as much as possible; and another part of consumption consumption It is due to the increase in labor productivity and the increase in free dominance. They hope to find the joy of life through consumption. In the future, these two opposite consumption psychology will coexist in a longer period of time.
6. Consumers choose the rationalization of the product
The huge information processing capabilities of the network marketing system, providing consumers with unprecedented choice space for consumers, consumers will use information obtained on the Internet to conduct products on the product to conduct the product on the product to conduct the product on the product to conduct the product on the product to conduct the product on the product. Repeat comparison to decide whether to buy. For the purchasing staff of enterprises and institutions, the pre -designed computing procedures can be used to quickly compare the comprehensive indicators of purchase price, transportation costs, discounts, discounts, and time efficiency, and finally choose favorable purchase channels and ways.
7. Price is still an important factor affecting consumer psychology
In consumption, price is not the only factor that determines consumer purchase, but it is a factor that consumers must consider when buying goods. One of the important reasons why online shopping has vitality is that the price of goods sold online is generally low. Although operators tend to weaken consumers 'sensitivity to prices and avoid vicious competition with various differentiation, prices have always had an important impact on consumers' psychology. Because consumers can cooperate with the network to bargain from manufacturers, the pricing of products has gradually changed from enterprise pricing to consumer guidance pricing.
(2) Changes in consumer behavior in the Internet era
The biggest feature of the Internet economy era is the buyer's market, the strong Internet communication capabilities and the convenient trading environment of the network business system, which has changed consumer consumption behavior, enterprises Marketing must also keep up with the pace of the development of the times. The changes in consumer behavior in the Internet era can be summarized as the following aspects:
1. Personalized consumer products
Due to the rich social consumer goods, people's income levels have continued to increase. And make the personalized consumption of products possible. Consumers who buy products are no longer just to meet their material needs, but also to meet their psychological needs. Personalized consumption methods under the influence of this new consumption concept are gradually becoming the mainstream of consumption. Online marketing must face this market environment and implement segmentation of the market until the limit.
2. Active consumption process
In online marketing, consumer consumption initiative is enhanced from the increase in uncertainty of modern society and the desire to pursue psychological stability and balance. The active characteristics of this consumption process have a huge impact on online marketing. It requires companies to meet consumers to send this need to "fill duck -type" on customers. Customers make a choice in comparison.
3. Consumption behavior rationalization
In the network environment, consumers can choose their own consumption methods rationally. This rational consumption method is mainly manifested in: 1) rational choice price. 2) Significant selection comparison. That is, through "goods to thousands of family", carefully select the products you need. 3) Actively express desire for products and services. That is, consumers no longer passively accept the products or services provided by the manufacturer or merchant, but actively go online to find suitable products according to their needs. Even if you can't find it, you will actively express your desires and requirements for a certain product through the network system.
4. Diverse purchase methods
The networks to reduce people's consumer psychological stability and accelerate conversion speed, which is directly manifested as the speed of renewal of consumer goods. This situation has further strengthened consumers' desire to seek new and change needs. At the same time, because shopping online is more convenient, people also hope to meet the fun of shopping while meeting the needs of shopping. These two psychology make the purchase method diversified, and this diversified purchase method directly affects online marketing.

. The purchase motivation of online consumers
The purchasing motivation for online consumers refers to some inherent motivations that can make online consumers generate in purchase in online purchase activities. Only by understanding the motivation of consumers can we predict consumers' purchase behavior and take corresponding promotional measures. Since online promotion is a kind of unknown sales, consumers' purchase behavior cannot be directly observed, so research on online consumers to buy motivation is particularly important.
The purchase motivation for network consumers can basically be divided into two categories: demand motivation and psychological motivation.

(1) Requirement motivation
The demand motivation for online consumers refers to the motivation for purchasing caused by demand. To study the purchase behavior of consumers, we must first study the motivation of the needs of online consumers. Maslow, a well -known American psychologist, divides people's needs into five levels, that is, physiological needs, safety needs, social needs, respect needs, and self -realization. The analysis of demand theory on the level of network demand has an important guiding role. The development of network technology has turned the current market into a network virtual market, but there is a big difference between virtual society and real society after all, so people want to meet the basic needs of the following three aspects in virtual society:
1. Interest needs. That is, people are interested in online activities out of the sense of curiosity and success.
2. Gathering. Through the network, it provides a gathered opportunity for people who have experienced.
3. Communication. Online consumers can gather together to exchange information and experience of buying and selling.

(2) Psychological motivation
The psychological motivation is a purchase motivation caused by psychological processes such as people's understanding, feelings, will. The psychological motivation of online consumers' purchase behavior is mainly reflected in three aspects: rational motivation, emotional motivation, and patrol motivation.
1. Base motivation
Theneasia motivation has the characteristics of objectivity, thoroughness and controlling. This purchase motivation is only produced by consumers after repeated comparison of online shopping malls. Therefore, this purchase of motivation is more rational, objective and rarely influenced by the outside world. The production of this purchase motivation is mainly used for the purchase of durable consumer goods or high -value high -end goods.
2. Emotional motivation
Emotional motivation is the motivation caused by people's emotions and emotions. This kind of motivation can be divided into two types: First, the purchase motivation caused by people like, satisfaction, happiness, and curiosity, it has the characteristics of impulsive and unstable. The other is the motivation caused by people's morality, aesthetics, and group sense. It has the characteristics of stability and profoundness.
. The motivation of Hui Gui
The motivation is based on reason and emotional and emotional, and repeated and habitually visited and purchased specific websites, international advertising, commodity production special trust and preferences. A motivation. The purchase behavior generated by the motivation of Hui Gu is generally determined the purchase target in the mind when the online consumers make a purchase decision, and overcome and exclude the attraction and interference of other similar products when buying. Buy action. Online consumers with motivation for patronization are often loyal viewers at a certain station.

. Network promotion
With the emergence and popularization of the Internet, the original marketing promotion has undergone profound changes in terms of methods, means, and environmental conditions. How to keep pace with the times and choose the actual promotional strategy is a key link for enterprises to realize their operating value and profits. Enterprises and marketing staff must quickly update the marketing concept, change from the traditional promotional model, and correctly use new network promotion methods to attract more consumers to turn to online shopping and expand the share of enterprise products in the online market.
(1) Advantages of online promotion
The network promotion refers to transmitting business information to the virtual market by using network technology to help and persuade customers to buy products or services, which can cause consumers to buy the desire and purchase behavior of consumers Various activities. In the advent of the online economy, online promotion has its own advantages as emerging things and traditional promotions. Specifically:
1. Save costs. Online promotion is one -to -one, two -way, rational, consumer -led, non -compulsive, step -by -step, personalized, low -cost promotional promotion, therefore reduced promotional costs such as advertising.
2. Good communication makes it possible to provide personalized products and services. Use online customers to participate in the design, development and production of products, so as to obtain a truly favorite product and service that meets their own personality.
3. Various forms. The Internet network surpasses the time and space restrictions, the transmission information is fast, the capacity is large, can be retrieved, can interact, and has multimedia functions that transmit text, sound, animation, and images. Compared with the traditional media, it is much richer. Creative.

(2) Holding various network promotional activities to stimulate consumers' desire to buy
The online promotion is still new for traditional promotions. In order to promote this new thing, various forms of promotional activities need to be carried out, causing consumers' awareness of participation, and attracting old customers to repeatedly visit the company's sites. Consumers can understand the information, content, and participation methods of promotional activities through the Internet. They can also conduct remote participation through emails. They can also gather together at the same time through the discussion team to express their opinions and views. The specific methods are:
1. Online discount promotion
is also known as discounts and discounts. It is currently the most commonly used promotion method on the Internet. Because the enthusiasm of online shopping online is much lower than traditional shopping places such as shopping malls and supermarkets, the price of online products is generally lower than that of traditional methods to attract people to buy. Because online sales of goods cannot give people a comprehensive and intuitive impression, and cannot be tried, touched, etc., coupled with the complexity of delivery costs and payment methods, the enthusiasm of online shopping and order decreases. The relatively large discount can promote consumers to try online shopping and make a purchase decision. At present, most of the online sales products have different levels of price discounts, such as excellent networks, Dangdang online bookstores, etc.
Ter discount coupons are a change of direct price discounts. Some products are difficult to sell directly online, combined with traditional marketing methods, you can download, print discount coupons or fill in the preferential form from the Internet, and directly fill in the preferential form. You can enjoy a certain discount when buying products at the designated place.
2. Disguis -discount promotion on the Internet
Dispartial discount promotion refers to increasing the number of products and the quality of services without increasing or slightly increased the price, and increased the added value of products or services to , Make consumers feel worthwhile. Because online direct price discounts can easily reduce doubts of quality, promotional methods that use the added value of commodities will be easier to gain the trust of consumers.
3. Online gift promotions
On gift promotion is not too much on the Internet. Under normal circumstances, using new products to launch trials, product updates, compete brands, and open up new markets, use gifts promotions under the situation of new markets. Can achieve better promotional effects. Advantages of gift promotion: 1) enhance the popularity of brands and websites; 2) Encourage people to visit websites frequently to obtain more preferential information; 3) can summarize the analysis of marketing effects and product itself according to the enthusiasm of consumers to obtain the enthusiasm of gifts and the product itself. The response, etc. Most online sales products will be attached to a certain period of time.
On gift promotion should pay attention to the choice of gifts: 1) Do not choose secondary products and inferior products as gifts, which will only play a countermeasure; 2) Clarify the purpose of promotion, choose properly attracting consumers Products or services; 3) Pay attention to time and timing, pay attention to the time of gifts, such as items that can only be used in summer in winter, in addition to emergency conditions, you can also consider gifts without cost to restore corporate public relations crisis. 4) Pay attention to budget and market demand. Gifts should not be excessively given free gifts within acceptable budgets and cause marketing difficulties.
4. Online raffle promotion
The raffle promotion is one of the more widely used promotion forms. It is a promotional method that most websites are willing to adopt. The lottery promotion is the promotion of goods or services that one person or several people get the cost of participating in the event. The online lottery activities are mainly attached to the activities such as investigation, product sales, expanding user bases, celebrations, and promotion. Consumers or visitors obtain a lottery opportunity by filling in questionnaires, registration, purchasing products or participating in online activities.
The points to pay attention to the online lottery promotion activities: 1) The prizes must be tempting, you can consider large -scale and value -for -money products to attract people to participate; The network speed is not fast enough, and the interests of the viewers are different. The online raffle activities must be planned and easy to participate. Too complicated and difficult activities are difficult to attract hurrying visitors; 3) the fairness and fairness of the results of the lottery. Due to the virtuality of the network and the extensive geographical nature of the participants, the authenticity of the draw results must be guaranteed to have a certain guarantee. The notarization personnel should be promptly notarized in time, and the results and results of the participants can be announced to the participants in a timely manner.
5. Integral promotion
The application of integration promotion on the Internet is simple and easy to operate than traditional marketing methods. Online points activities are easy to achieve through programming and databases, and the results are very credible, and the operation is relatively simple. Pointing promotion generally sets high -value prizes. Consumers can increase points through multiple purchases or participation in a certain activity to win prizes. Pointing promotion can increase the number of access to the network and participate in a certain activity; it can increase the loyalty of the Internet for the network; the popularity of business activities can be mentioned.
The "virtual currency" of "issuance" of many e -commerce websites should be another embodiment of points promotion. If you register as a member of the "Suqian Online Mall", you will automatically get 100 yuan "virtual currency", In the future, registered members to buy goods at the "Suqian Online Mall" (buying a special monopoly on the growth of the virtual currency qualifications), and the conversion method is: buying goods per 10 yuan of money, your registered account will get 1 yuan "virtual virtual "Currency" more than 10 yuan currency part will be automatically cleared. The website can "make money" by holding activities. At the same time, you can use the "virtual currency" that can only be used on the website to purchase the products of this site. In fact, it is a corresponding discount for members to buyers.
6. Online joint promotion
The promotional activities jointly carried out by different merchants are called joint promotions. The joint promotional products or services can play a certain advantage and improve their own value. If the application is properly applied, the joint promotion can play a very good promotion effect. For example, online companies can unite with traditional merchants to provide services that cannot be achieved on the Internet

(3), and online consumers to online consumers Provide high -quality services
The more and more companies recognize the importance of the marketing link of customer service with the fierce market competition. The characteristics of timely interaction of the Internet are that enterprises can use the Internet to easily and quickly establish a long -lasting "one -to -one" service relationship with customers, strengthen the connection with customers to form stable customer resources, strengthen customer shopping loyalty And carry out effective customer relationship management.
1. Provide information services
In order to attract more consumers, online companies should provide consumers and interested netizens and potential customers with comprehensive, detailed and timely service introduction to the company. The company's current product sales policy and various activities, offers and services, etc. to attract more consumers. Web pages, online advertising, email, mobile network and other means make this service convenient, fast, and comprehensive.
2. Establishing customer network
Che hundreds of millions of netizens every day surf online, they may be potential customers of the enterprise. In the virtual space of the Internet, the key to success is who has more customer information and who knows the customer's situation more thoroughly. Therefore, establishing its own customer network is the basis for the competitive advantage of the 21st century.
3. Strengthening feedback interaction
Is good feedback interaction is a way for enterprises to attract consumers and improve customer loyalty. There are many ways to interact with customers with customers. Enterprises can strengthen interaction with consumers through step -line investigations, complaints, and technical support and training. Enterprises can also set up interactive spaces on the website to give customers a place where communication and expressions express their opinions, and truly exert the interactive function of the Internet.
4. Safety of transaction safety
S safety issues are a major obstacle to the development of e -commerce. In order to relieve consumers' security concerns, enterprises should provide various security measures, for example, using the Internet's super connection function to provide consumers with convenience to access digital visa institutions, product approval monitoring institutions, financial institutions and other related institutions. Enterprises must also ensure that both enterprises and consumers can query the transaction situation at any time, and they can quickly make adjustments when needed.

. Summary
In searching for some documents and using network resources, this paper mainly discusses some relatively simple problems of consumer behavior characteristics and consumer changes in the network environment. Through simple Analysis, telling enterprises how to master the characteristics of consumers to formulate corresponding marketing strategies, and simply analyze the motivation factors of online consumers to access the Internet, so that enterprises can better understand consumers in the network environment, understand consumers' psychology, and thus Formulate effective marketing strategies to bring profits to enterprises.
With the continuous development of the network economy, consumers' behavioral characteristics and consumer changes are not fixed. Each period of research and the characteristics of consumers appearing only reflect the side of the economic environment and characteristics at that time These changes and characteristics will change with the development of the economy. But it is also practical for research on each period.

References:
The online marketing network website http: ///n3057c46.aspx