基于顾客感知视角的网购时代实体店营销策略研究.pdf

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1、MarketingStrategyResearchaboutPhysicalstoresbasedonperceptivevisualangleofthecustomersinthebackgroundofonlineshoppingAbstractTherapiddevelopmentofinternettechnologyinChinamadethebirthofe-commerce.Thegraduallyacceleratingsocialpacemakesthee-commercefullymanifesteditsadvantage.Becauseofitssizeadvan

2、tage,costadvantage,timeadvantageandsuperioritywithoutgeographicalrestrictions,onlinestoresfinallygetrapiddevelopmentaftersomeupsanddowns.Currently,theonlinestores’developmentandgrowthcontinuetoaccelerate,andtheonlinetransactionvolumehasbeenrenewedagainandagain,whichshowthatonlinestoresinourcountr

3、yhaveusheredtheirbestperiodofdevelopment.Incontrastthetraditionalphysicalstoreshavebeenbadlyaffected,whichcanbeconfirmedbytheslowlyincreasingtransactionvolumeoffline.Atthesametime,theoperatingcostsofthephysicalstoresareincreasingcontinuously.Allofthefactorshinderthedevelopmentofthephysicalstores.

4、Inthebackgroundofe-commerce,howphysicalstorestochangetheirmarketingconcepts,howtodeveloptheirmarketingstrategiesinordertocopewiththeattackoftheonlinestore,willbethecontentswearegoingtotalkabout.Thisstudyhasbeendividedintofivechapters.Theguidedtheory,anarticlesummaryofthestudymainlyexpoundsanstudy

5、processaboutdomesticandinternationalcustomer’sperceivedvalue,domesticandinternationalmarketingtheoriesandnetworkmarketingtheoriesDynamicanddynamicdomesticandinternationalnetworkmarketingresearchmarketingtheory.Thefirstchaptermainlyintroducesthetheorieswhicharethebasisofthisarticletoanalyzeandsolv

6、etheproblems.Thesecondchapterisacomparativeanalysisofthecurrentphysicalstoreandonlineshopinordertoexplainthedevelopmentstatusofthephysicalstore.Accordingtotheproblemswecansummarythemainquestionstobestudied.Thethirdchapteristhekeypartofthisarticle.Byinvestigatingfindoutthereasonandfrequencyofonlin

7、eshoppingorthestoreshopping,aswellastheirperceivedvalueandperceivedriskfactors,sothatwecanProvidesupportforthecountermeasures.Inthefourthchapter,combiningtheresearchquestionswegivethecountermeasuresbasedonthetheoretica