電子商務(wù)-基于大學(xué)生網(wǎng)購心理的網(wǎng)絡(luò)營銷策略的探究

基于大學(xué)生網(wǎng)購心理的網(wǎng)絡(luò)營銷策略的探究【摘要】我國的互聯(lián)網(wǎng)技術(shù)已經(jīng)十分普及，至此保持著高速發(fā)展。網(wǎng)絡(luò)購物近年來開始流行，其中大學(xué)生群體是重要的網(wǎng)絡(luò)消費者，在電子商務(wù)的巨大市場中是不可缺少的一部分。基于經(jīng)濟(jì)能力有限等原因，大學(xué)生網(wǎng)購消費心理具有獨特性，但多數(shù)商家的營銷策略面向?qū)ο髲V泛，缺乏針對性，很難將大學(xué)生群體在網(wǎng)絡(luò)購物上的潛力挖掘出來。為了提高大學(xué)生的網(wǎng)絡(luò)購物力，促進(jìn)電商經(jīng)濟(jì)的發(fā)展，本文通過對文獻(xiàn)資料的整合，問卷調(diào)查和分析，以及部分同學(xué)的訪談，了解了大學(xué)生網(wǎng)購的動機(jī)、決策過程等，以此提出了以下十二條針對大學(xué)生群體的互聯(lián)網(wǎng)營銷策略：學(xué)生優(yōu)惠價格策略、內(nèi)容引流策略、自主定制策略、個性包裝策略、高校公眾號營銷策略、試用推廣策略、學(xué)生會員策略、社群營銷策略、微博意見領(lǐng)袖營銷策略、短視頻營銷、互動式廣告和獎勵策略、關(guān)懷式售后策略?！娟P(guān)鍵詞】大學(xué)生網(wǎng)購；網(wǎng)絡(luò)營銷策略；問卷調(diào)查

ResearchonthenetworkmarketingstrategybasedonCollegeStudents'onlineshoppingpsychology[Abstract]China'sInternettechnologyhasbeenverypopular,sofarmaintainedahigh-speeddevelopment.Onlineshoppinghasbecomepopularinrecentyears,amongwhichcollegestudentsareimportantonlineconsumers,andtheyareanindispensablepartinthehugemarketofe-commerce.Basedonthelimitedeconomicabilityandotherreasons,collegestudents'onlineshoppingconsumptionpsychologyhasitsowncharacteristics,butmostbusinesses'marketingstrategiesareobject-oriented,lackofpertinence,andfailtotapthepotentialofcollegestudentsinonlineshopping.Inordertoimprovecollegestudents'onlineshoppingabilityandpromotethedevelopmentofe-commerceeconomy,thispaper,throughtheintegrationofliterature,questionnairesurveyandanalysis,aswellasinterviewswithsomestudents,understandsthemotivationanddecision-makingprocessofCollegeStudents'onlineshopping,andputsforwardthefollowingtwelveonlinemarketingstrategiesforCollegestudents:Studentpreferentialpricingstrategy,contentdrainagestrategy,selfcustomizationstrategy,personalizedpackagingstrategy,officialaccountmarketingstrategy,trialpromotionstrategy,studentmemberstrategy,communitymarketingstrategy,micro-blogopinionleadermarketingstrategy,shortvideomarketing,interactiveadvertisingandincentivestrategy,caringcustomerservicestrategy.[K