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电子商务的兴起和发展为企业营销带来了新的契机 ,也向传统营销提出了新的挑战。消费心理和消费行为是企业制定经营策略特别是制定营销策略的起点和基础。面对电子商务这种特殊的消费形式, 消费者的消费心理和消费行为表现得更加复杂和微妙, 直接影响电子商务的经营效果和发展空间。在网络经济背景下，只有全面了解和掌握网上消费者的心理与行为特征，才能有的放矢地制定出正确的企业经营战略，加快我国企业电子商务的发展速度，从而提高我国企业在激烈、复杂环境中的市场竞争力。本文对BtoC电子商务中影响我国消费者网上消费的心理因素进行分析的基础上，描述了消费者网上消费行为的具体表现，并提出了我国企业在电子商务环境背景下应采取的相应对策。
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The rise of e-commerce and marketing for enterprise development has brought new opportunities, but also to traditional marketing a new challenge. Consumer psychology and consumer behavior is the business development of business strategies in particular, the starting point for developing marketing strategy and infrastructure. E-commerce in the face of this special form of consumption, consumer confidence and consumer spending behaviour in the more complex and subtle, a direct impact on the operating results of e-commerce and development. In the context of the network economy, the only comprehensive online consumers understand and master the psychological and behavioral characteristics, can be targeted to develop the right business strategies to accelerate China's pace of development of e-commerce enterprises, so as to enhance China's enterprises in the intense and complex environment The market competitiveness. In this paper, BtoC affect China's consumer e-commerce in the online consumer psychology on the basis of the analysis, describes the consumer online consumer behavior of specific performance, and put forward China's enterprises in e-business environment should be taken against the background of the corresponding countermeasures. |
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