资源描述：
《网购行为分析与营销方案毕设论文.doc》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、毕业设计(论文)题目名称：宁夏大学生网购行为分析与营销方案学院：专业/班级：学生：学号：指导教师：摘要互联网时代已经来临，随着网络覆盖率的逐步扩大以及硬件设施的快速普及，网民数量逐年上涨，这给电子商务发展带来了前所未有的机遇，大学生群体作为网购消费者的主力军，在电子商务市场中扮演者不可缺少的重要角色。通过深入调研发现，我国大学生在消费心理和网购行为上特点有：网购比例相对较大、频率相对较高、网购成交量更大、商品总价值低、男女比例不均衡、商品种类有明显的倾向、节日促销消费额大、网购方式偏向移动终端、依赖性强和市场潜力大等。我国大学生选择网购的消费动机有：求实、求廉、求便、求新以及模
2、仿动机；大学生网购的行为特征有：偏向感性消费、品牌意识强但忠诚度低、购买频率高但多为小额消费、对价格的敏感程度高、消费需求具有阶段性特征、购后评价具有显著地评价效果。然而，我国网络商家在针对大学生网购的营销策略中存在诸多问题，包括没有大学生群体进行市场调研、广告缺乏引导性和吸引力、商品雷同、缺乏个性、缺乏售后保障和后续营销。针对这些问题进行了文献研究、问卷调查，归纳总结出了针对性营销方案，包括产品方案、广告推广方案、促销方案和售后营销方案。关键词：大学生；网络购物；消费行为；营销方案37AbstractTheInterneterahasarrived,withthegradua
3、lexpansionnetworkcoverageandtherapidpopularizationofhardwarefacilities,thenumberofInternetusersincreasesyearbyyear,whichtothedevelopmentofelectroniccommercebroughtunprecedentedopportunities,collegestudentsconsumeronlineshoppingasthemainforce,intheelectroniccommercemarketplaysindispensableimp
4、ortantrole. Throughin-depthresearchfoundthatcollegestudentsinourcountryintheconsumerpsychologyandbehaviorinonlineshoppingfeatures:theproportionofonlineshoppingisrelativelylarge,andthefrequencyisrelativelyhigh,thenetpurchasevolumeisgreater,thetotalvalueofgoodslow,theratioofmentowomenisnotbala
5、nced,typesofgoodshaveobvioustendency,holidaypromotionsspendingbig,onlineshoppingwaybiasmobileterminal,dependenceisstrongandbigmarketpotentialandotherChinesecollegestudentschooseonlinehoppingconsumermotivation:truth-seeking,forcheaper,seeking,innovationandimitationmotivation;collegestudents'o
6、nlineshoppingbehavior:biasperceptualconsumption,brandawarenessisstrongbutlowloyaltyandpurchasefrequencyhigh,butmostlyforsmallconsumer,highsensitivitytoprice,consumerdemandhasstagecharacteristics,postpurchaseevaluationhassignificanteffectevaluation.However,China'sInternetbusinessesexistmanypr
7、oblemsinthecollegestudentsonlineshoppingmarketingstrategyfor,includingnogroupofcollegestudentstoconductmarketresearch,advertising,lackofguidanceandattractive,commodityisidentical,thelackofpersonality,lackofafter-salessupportandsubsequentmarketing.
