本文選題：網(wǎng)絡(luò)營銷 + 網(wǎng)絡(luò)消費行為�。� 參考：《大連海事大學(xué)》2014年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的發(fā)展,網(wǎng)購成為一種新的生活方式,而在網(wǎng)購商品中服裝所占的比例最高,在網(wǎng)購服裝的消費人群中,青年女性是主要的服裝網(wǎng)購消費群體,可見青年女性是網(wǎng)購服裝市場中一個具有潛力的細分市場,由于互聯(lián)網(wǎng)技術(shù)在近十年才得到廣泛的應(yīng)用和完善,目前對網(wǎng)絡(luò)消費行為的研究相對較少,而對于青年女性服裝這一細分市場的網(wǎng)絡(luò)消費行為研究更加匱乏,因此對于青年女性網(wǎng)購消費行為的調(diào)查和研究具有一定的應(yīng)用價值和現(xiàn)實意義。同時網(wǎng)絡(luò)營銷以其成本低,互動性強,信息資源豐富等優(yōu)勢逐漸成為企業(yè)制定營銷戰(zhàn)略的主流,為了制定有效的營銷策略,了解目標(biāo)市場的消費心理顯得非常重要 本文首先從消費者行為學(xué)和網(wǎng)絡(luò)營銷的相關(guān)概念與理論入手,分析了目前服裝網(wǎng)絡(luò)營銷與消費者行為的現(xiàn)狀和存在的問題,針對這些問題對青年女性這一目標(biāo)市場在網(wǎng)購服裝時的個性,態(tài)度,需求和動機決策等影響因素制定了詳細的調(diào)查問卷,通過分析調(diào)查問卷各影響因素的數(shù)據(jù)和權(quán)重描述了目前青年女性網(wǎng)購服裝的消費心理概況,總結(jié)了企業(yè)在針對這一目標(biāo)群體開展網(wǎng)絡(luò)營銷時應(yīng)注意的因素和重點。 同時本文針對網(wǎng)購服飾的展示和試穿問題提出了3D試衣系統(tǒng)的概念和應(yīng)用方式,針對網(wǎng)購服飾客觀條件制約售后服務(wù)的問題提出了020的新營銷模式。針對目前企業(yè)網(wǎng)絡(luò)營銷相關(guān)理論技術(shù)缺乏的問題,提出了網(wǎng)站建設(shè),E-mail營銷,搜索引擎優(yōu)化等網(wǎng)絡(luò)營銷策略以及IM推廣,SNS推廣,博客推廣等服裝網(wǎng)絡(luò)營銷傳播策略。為服裝企業(yè)更好的適應(yīng)網(wǎng)絡(luò)時代潮流,獲得更多的資源和競爭優(yōu)勢提供了參考和依據(jù)。
[Abstract]:With the development of the Internet, online shopping has become a new way of life, and the proportion of clothing in online shopping goods is the highest. Among the consumers of online shopping clothing, young women are the main consumer groups of clothing online shopping. It can be seen that young women are a potential market segment in the online shopping clothing market, because Internet technology is in the near future. Ten years have been widely used and improved. At present, the research on network consumption behavior is relatively small, and the research on the network consumption behavior of the young women's clothing market is more scarce. Therefore, the investigation and Research on the behavior of online shopping for young women is of certain practical value and practical significance. Its advantages, such as low cost, strong interaction and rich information resources, have gradually become the mainstream of enterprise marketing strategy. In order to formulate effective marketing strategies, it is very important to understand the consumption psychology of the target market.
Starting with the related concepts and theories of consumer behavior and network marketing, this paper analyzes the current situation and existing problems of clothing network marketing and consumer behavior. In view of these problems, the details of the factors such as personality, attitude, demand and motivation decision of the target market for young women in the market are made in detail. The questionnaire, through the analysis of the data and weight of the influencing factors of the questionnaire, describes the general situation of the consumption psychology of the present young women's online shopping clothing, and summarizes the factors and key points that enterprises should pay attention to when they carry out the network marketing for this target group.
At the same time, this paper puts forward the concept and application mode of 3D fitting system for the display and trial of online shopping clothing. It puts forward 020 new marketing modes for the problem of the objective condition of online shopping and clothing, and puts forward the construction of Web site, E-mail marketing and search guidance. The optimization of network marketing strategy as well as the promotion of IM, the promotion of SNS, the promotion of blogs and other clothing network marketing communication strategies provide a reference and basis for the clothing enterprises to better adapt to the trend of the network era and gain more resources and competitive advantages.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.55;F724.6;C913.68

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