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如今,新媒体迅速发展,以互联网为代表的新媒体造就了一个新的信息空间。同时中国互联网有明显从娱乐化向消费型转变的趋势,在这一大的背景下,对网络受众的研究,尤其是对受众心理、受众购物心理的研究,具有积极的意义与可操作性。本文从实际出发结合问卷调查研究法分析网络受众的心理及网购存在的弊端,并采用个例分析的研究方法,对发展网上购物提出相应的营销策略,以期为企业开展网络营销提供一定的思路和建议。
Nowadays, with the rapid development of new media, the new media represented by the Internet has created a new information space. At the same time, there is a clear trend of the Internet in China changing from entertainment to consumption. Under such a big background, the research on the Internet audience, especially the research on audience psychology and audience shopping psychology, has positive significance and maneuverability. This article analyzes the psychology of online audiences and the disadvantages of online shopping by the method of questionnaire research from the reality, and uses the research method of case study to put forward the corresponding marketing strategies for developing online shopping, in order to provide some ideas for the enterprises to carry out the network marketing. Suggest.