随着现在互联网的迅速发展和普及,网民数量日益增长,人们的消费特征结构也在发生相应的变化,消费者的特征体现为追求方便、自由选择、易受价格影响等。本文分析了这些特点,提出了企业需要认真研究消费者的购买特征,并制定具有针对性的营销策略,以适应消费者需求的多样化和多变性。 With the rapid development and popularization of the Internet, the number of Internet users is growing day by day. People’s consumption characteristics are also changing accordingly. The characteristics of consumers are the pursuit of convenience, freedom of choice and vulnerability to price. This paper analyzes these characteristics and puts forward that enterprises need to carefully study the purchasing characteristics of consumers and develop targeted marketing strategies to meet the diverse and volatile needs of consumers.