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互联网在21世纪获得了快速的发展,人们日常生活及生产方式也随互联网的加入发生了巨大的改变,随之而来的是消费者行为的变化。当前,网络社区已经渗透消费领域,然而由于其盈利较模糊因而网络社区逐渐朝着社区化电子商务的方向发展,在这种背景下,传统消费者行为模式已经满意满足新时代社区化电子商务的需求。本文简要概述了社区电子商务,并从消费者行为角度,探讨社区化电子商务营销新模式。
With the rapid development of the Internet in the 21st century, the daily life and the mode of production of people have undergone tremendous changes with the accession to the Internet, with the consequent changes in consumer behavior. At present, the online community has penetrated into the consumer field. However, due to its vague profitability, the online community gradually develops towards the community-based electronic commerce. Under this background, the traditional consumer behavior model has been satisfied with the new era of community-based e-commerce demand. This article gives a brief overview of community e-commerce and explores a new model of community e-commerce marketing from the perspective of consumer behavior.