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本文来源:曼朗 发布时间:2015-05-28 分享:
互联网的诞生彻底改变了消费者行为。消费者从被动的接受营销信息,变为主动地参与企业的网络营销过程。
消费者与制造商及其服务企业共享营销信息。由于在营销的环节中消费者也能充分分享信息,完全可以根据自己的特定需求有针对性地搜索信息和发布信息。
消费者购买行为趋于复杂灵活。由于信息的数量和透明度剧增,大大增加了消费者的选择范围,也使消费者对产品的了解更加深人,极大地增强了消费者的判断准确性。
以消费者为主的买方市场。仅仅提供产品的营销将不能够再驾驭市场,消费者的需要及什么时候在什么情况下需要,愿意接受的分销和运输方法,将成为驾驭市场的要素。这些都将使目前的整合营销和营销传播模式有所改变,使整个市场形式多样,更加繁荣。
新形势、新需求给网络品牌营销提出的了新的课题和挑战,只有深刻的理解网络营销的内涵,才能在竞争激烈的市场中立足并开创崭新的疆域。互联网时代,消费者更注重产品个性化、差别化和内在品质。同时,通过电子网络购买,消费者可以避免更多的干扰,如销售人员的推销、商店购物环境等,从而更自主地进行购买决策。所以,在网络营销中,更多的是消费者决定他们需要什么信息,对什么东西感兴趣,愿意支付什么样的价格,从而改变营销规划、策略制定和营销执行等活动。
本文标签: 网络营销
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