Research On Consumer Behavior And Enterprise Marketing Strategy In Network Context

Internet marketing is a multi-directional,interactive,point-to-point marketing model,enterprises can be through the network marketing product information will be transmitted to consumers,consumers can also timely feedback to the enterprise information,further reducing transaction costs and promote marketing Real-time.Network marketing is a typical "targeted marketing",the marketing process has a specific nature,to achieve the enterprise and consumers in the network platform without fingerprints docking.Enterprises to carry out network marketing has risen to the national strategy,has also become a general trend.Internet low cost,convenience,cross time and space,making the enterprise marketing has a broader platform to promote the reform of traditional marketing methods.Internet era of network marketing as an enterprise to provide consumers with products and services,an important channel,network marketing has become the main battle for each business competition.First of all,this article summarizes the domestic and foreign literature,the consumer behavior,network marketing,marketing environment and other theoretical basis are described.Secondly,300 online shopping consumers were interviewed,and the interview data were analyzed.Through the open code,spindle coding,selective coding and other procedures,the network marketing model based on consumer behavior under the network situation was obtained.Finally,based on the model of network marketing,this paper puts forward the marketing principles and strategies of consumer behavior in the network context,including the "consumer motivation scenario network marketing strategy,consumer search channel context network marketing strategy,consumption process situation network marketing Strategy,consumer information communication network marketing strategy,consumer communication interaction network marketing strategy " and other five aspects.