不同的时代背景,消费者会形成不同的消费特征。在我国,目前网上消费的主力军是改革开放后出生的一代,是最具有市场开发潜力的一代:他们的物质生活相对优越,深受因特网文化的影响,具有与以往消费者显著差别的个性特征,针对这样的市场状况,我们很有必要对电子商务网络营销模式做进一步的研究。 Different times background, consumers will form different consumer characteristics. In our country, the main force of online consumption now is the generation born after the reform and opening up. It is the generation that has the most potential for market development. Their material life is relatively superior, deeply influenced by the Internet culture, and has personality characteristics that are significantly different from those of the past consumers , In view of such market conditions, it is necessary for us to do further research on e-commerce network marketing model.