本文選題：大學生網(wǎng)購 + 網(wǎng)購行為�。� 參考：《鄭州大學》2013年碩士論文

【摘要】：隨著我國互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,網(wǎng)絡(luò)購物已成為一種消費時尚在國民當中流行開來,大學生群體作為網(wǎng)購消費者的主力軍,在電子商務(wù)市場中扮演者不可或缺的重要角色。筆者通過深入調(diào)研發(fā)現(xiàn)：我國大學生在消費心理和網(wǎng)購行為上與普通消費者存在差異,在網(wǎng)購現(xiàn)狀上亦有較大不同,主要表現(xiàn)為：大學生網(wǎng)購比例和頻率更高、網(wǎng)購成交量更大,網(wǎng)購商品總價值低、依賴性強、品牌商品銷量大、購物種類有傾向性、網(wǎng)購平臺穩(wěn)定但有變動趨勢、高年級同學網(wǎng)購頻率大于低年級同學,購買、成交率低于平均水平,節(jié)日促銷消費量大,網(wǎng)購習慣養(yǎng)成,具備巨大的市場潛力等特點。我國網(wǎng)絡(luò)商家在針對大學生網(wǎng)購的營銷策略中存在諸多問題,包括宣傳方式單一刻板、廣告內(nèi)容欠缺活力、強制推送屢遭抵觸、顧客體驗無路可尋、潛在顧客挖掘不足、品牌塑造尚顯稚嫩、單品促銷搭配不足、售后缺失導(dǎo)致?lián)p失客戶等一般性問題；同時,亦存在針對大學生市場所特有的問題,包括對于大學生的消費習慣缺乏相應(yīng)的市場調(diào)研、廣告形式和內(nèi)容媚俗、僵化,缺乏引導(dǎo)性和吸引力、未針對大學生市場制定相應(yīng)的價格策略、商品雷同欠缺個性,不能滿足大學生的個性化需求、未能根據(jù)大學生的成長特質(zhì)制定相應(yīng)的后續(xù)營銷、營銷缺乏互動機制,損失潛在營銷精英和潛在顧客等問題。筆者針對這些問題進行了文獻研究、問卷調(diào)查和深度訪談,歸納總結(jié)出了針對性營銷策略,包括產(chǎn)品策略、價格策略、促銷策略、渠道策略、顧客服務(wù)策略、網(wǎng)頁策略、跨媒介營銷策略、體驗式營銷策略、互聯(lián)網(wǎng)品牌策略、病毒式營銷策略、SNS營銷策略等；同時,在對調(diào)查數(shù)據(jù)深入分析的基礎(chǔ)上,總結(jié)提出了六條創(chuàng)新型策略：互動式廣告策略、激勵型推廣策略、差異化定價策略、個性化定制策略、關(guān)懷式售后策略、俱進型培養(yǎng)策略。
[Abstract]:With the rapid development of Internet technology in China, online shopping has become a kind of consumer fashion popular among the people. College students, as the main force of online shopping consumers, play an indispensable and important role in the e-commerce market.Through in-depth investigation, the author finds that college students in our country are different from ordinary consumers in consumption psychology and online shopping behavior, and there are great differences in the status quo of online shopping, mainly as follows: the proportion and frequency of college students' online shopping is higher than that of ordinary consumers.Online shopping volume is larger, the total value of online shopping goods is low, dependence is strong, brand goods sales are large, shopping types have tendency, online shopping platform is stable but there is a trend of change, the frequency of online shopping of senior students is higher than that of junior students.The transaction rate is lower than the average level, the holiday promotion consumption is big, the online shopping habit forms, has the huge market potential and so on.There are many problems in the marketing strategy for college students online shopping in our country, including the single stereotype of propaganda, the lack of vitality of advertising content, the repeated conflicts of forced push, the nowhere to find the customer experience, and the insufficient mining of potential customers.Brand shaping is still immature, individual sales promotion and collocation is insufficient, loss of customers after sale, and so on. At the same time, there are some problems that are unique to the college students market, including the lack of corresponding market research on the consumption habits of college students.The form and content of advertisements are vulgar, inflexible, lack of guidance and attraction, and the corresponding price strategies are not formulated for the college students' market.Failure to formulate corresponding follow-up marketing according to the growth characteristics of college students, lack of interactive mechanism of marketing, loss of potential marketing elite and potential customers, etc.The author has carried on the literature research, the questionnaire survey and the in-depth interview to these questions, has summarized the pertinence marketing strategy, including the product strategy, the price strategy, the promotion strategy, the channel strategy, the customer service strategy, the webpage strategy,Cross-media marketing strategy, experiential marketing strategy, Internet brand strategy, viral marketing strategy and so on. At the same time, on the basis of in-depth analysis of survey data, six innovative strategies are summarized and put forward: interactive advertising strategy.Incentive promotion strategy, differential pricing strategy, personalized customization strategy, care after-sale strategy, development strategy.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F724.6;G645.5

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