Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Study on the Marketing Strategy of Online Shopping Behavior of College Students Based on

Author ZhangGaoJun
Tutor ShiLiFeng
School Zhengzhou University
Course Journalism and Communication
Keywords College Students’ online shopping Online shopping behavior Questionnaire survey Marketing strateg
CLC F274
Type Master's thesis
Year 2013
Downloads 502
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With the rapid development of Internet technology in China, online shopping has become a consumer fashion in the national among college students as the main force to open, online shopping consumer, an indispensable and important role played in the electronic commerce market makers. The author through the survey found:Our College Students’ differences and ordinary consumers in the consumer psychology and behavior in online shopping, online shopping situation mainly for online shopping, online shopping and the ratio of high frequency trading volume, the total value of goods low, dependence is strong, brand sales, shopping, online shopping platform type tendentious stable but change trend, high school students online shopping frequency is greater than the low grade students, purchase, the turnover rate is lower than the average level, holiday consumption, consumption habits, characteristics have great market potential. China’s network of business problems in college students online shopping in the marketing strategy, including advertising, advertising content of a single rigid lack of vigor, force push by conflict, customer experience, no way, potential customer mining problem, brand building is still young, single product promotion, customer service problems with the loss of customers and the general lack of at the same time, also in view of the existing problems; the students market problems, including for college students consumption habits the lack of market research, advertising and vulgar content, rigid, lack of guidance and attractive, not the market for college students to formulate the corresponding price strategy, merchandise similar lack of personality, can not meet the personalized needs of college students, not according to the students’ growth traits formulate follow-up marketing, marketing lack of interaction mechanism, the potential loss, marketing elite and the potential customer problems. The literature study and questionnaire survey to solve these problems were summarized, the existing marketing strategies, including product strategy, price strategy, promotion strategy, channel strategy, customer service strategy, webpage strategy, cross media marketing strategy, experience marketing strategy, brand strategy, Internet viral marketing strategy, SNS marketing strategy, at the same time, in the foundation of summary and analysis of the survey data, put forward six innovative strategies:interactive advertising strategy, incentive promotion strategy, differential pricing strategy, individualization, caring customer service strategy, culture strategy are.

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