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Network marketing is gradually forming a system suitable for its own characteristics, because the scale of e-commerce is getting bigger and bigger, and the network market is also expanding. However, in the process of development, it will still be restricted by some factors, that is, it is necessary to analyze the consumption characteristics brought by network marketing from the aspects of consumers' psychology and behavior.
Keywords: network marketing; Consumer psychology; behaviour
With the wide application of internet technology, e-commerce is gradually accepted by the public, and online shopping has become a hot topic at present. However, the psychological research of consumers' online shopping plays an important role in the formulation of online marketing model.
First, the status quo of online marketing
The network marketing model has been recognized and imitated by most people from the initial neglect. It only took about 30 years, the theoretical model of network marketing has gradually formed from the traditional market management model, and gradually formed a relatively complete marketing system, especially the related soft marketing strategy has been accepted by most theoretical scholars, as well as the implementation and promotion of enterprise marketers.
Soft marketing strategy is based on e-commerce network, which reasonably combines consumers' psychological theory with actual network marketing, introduces the most suitable services and products to consumers from the enterprise itself, and expects most consumers to accept and agree, so as to obtain consumption returns. Soft marketing is actually based on consumers' consumption practice and psychological research of online marketing.
Second, the status of online consumption
With the development of Internet technology, the network has become a necessity in people's daily life, just like food, clothing, housing and transportation, because the number of netizens is increasing geometrically. After more than 20 years of development, online marketers in China have slowly explored the road of development, and e-commerce has gradually entered a mature and stable period.
According to incomplete statistics, the scale of online consumption in China in 2009 was about 250 billion, and the number of online consumers at that time was close to 85 million, an increase of nearly 40% compared with 2007. Therefore, the development speed of e-commerce is amazing, and the more the network market grows, the more and more problems will emerge, which leads to the helplessness of network marketing and e-commerce personnel.
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Thirdly, the psychological and behavioral analysis of consumers in online consumption.
How to make consumers in the traditional market accept this new trading model is the biggest problem that puzzles the network marketing system. The main factors that affect consumers' online consumption are as follows.
1. Consumers' income and spending power are directly related to their personal income. The income will directly affect the amount of online consumption. Individuals whose monthly income is below 500 yuan usually don't spend online, while those middle-income people whose monthly income is above 5,000 yuan have a small probability of spending online, but among them, they will account for about 70% of the total online consumption. The main reason for this situation is that middle-income consumers are more exposed to online consumption, and because their income level does not have much time to go shopping, they are psychologically more receptive to this online consumption mode, while low-income consumers have no disposable spare money, and high-income people prefer to be recognized by society, so they prefer to go to shopping malls to spend high prices on famous brands and expensive goods, and most of them do not agree with this hidden online consumption mode.
2. Consumers' age and different age levels make it easier to express the concept and psychology of online consumption intuitively, which will change with age. According to incomplete statistics, the age structure of online consumers in China today is single. Most of them are consumers aged 18~30, accounting for more than 80% of the total number, while only about 20% are over 30. As we get older, the frequency of consumption will also increase. Go back and try to buy some high-priced goods, instead of sticking to small commodities in the past, especially consumers aged 35-40, whose consumption amount and frequency are at the peak.
3. Because of gender differences, there will be great differences between men and women in online consumption. Although the vast majority of netizens are men, they are mostly female consumers who are keen on shopping. This is because women also account for the majority in actual consumption. Men buy more goods related to games or digital products in online consumption, while women buy more cosmetics, food, clothes, home and health products. Judging from the consumption impulse, most men will buy it at first sight.
4. The occupation of consumers, because the occupation of consumers will directly affect their consumption psychology and behavior patterns. About 40% of online shopping is employees of sales enterprises, and about 20% are students, among which college students account for the largest proportion, and the rest are freelancers and civil servants. The stability of occupation, income level and the closeness of network connection will all affect the probability of consumers' online consumption.
5. Education level of consumers. With the healthy development of education, there are more and more college students, and the average academic qualifications of social groups have also been improved to varying degrees. Because online shopping has a certain demand for consumers' computer level, the education level of online consumers has also been greatly improved, with more than 70% of consumers with bachelor degree or above. However, with the popularity of online consumption, it has begun to spread to people with low academic qualifications. Many consumers with low educational level usually have less opportunities to contact the Internet, and many operations are more difficult, so there will be corresponding resistance. Consumers with higher education will understand and master the needs of online consumption, understand what to do, what to resist and refuse, so they account for the vast majority of online consumption.
6. The region and network where consumers live are invisible bridges, which can build their whole world. Because consumers live in different regions and even have different levels of economic development, there will be great differences in the establishment of network facilities, e-commerce platform, logistics security system, electronic payment and so on. Generally speaking, the development level of economically developed areas and economic development zones is relatively high. Of course, compared with small and medium-sized cities, in economically developed areas, consumers who use the Internet will have higher income, education and ideas, and are more likely to accept this emerging thing, so the amount of consumption will naturally increase.
The key to online marketing is to do online sales well. How to grasp the psychology of consumers is very important. The most important thing about online consumption is the psychological factors that affect consumers. As a subsidiary of online marketing, e-commerce enterprises should try their best to find out these factors that affect consumer psychology by combining the geographical, gender, age, income and education differences of online consumers, so as to provide more favorable consumption patterns for these consumers. To adjust the product quality and service policy more pertinently, the sales staff of enterprises should go to the market to conduct research, understand and master the potential psychology of consumers, and cooperate with appropriate publicity methods to directly guide consumers' demand for online consumption psychologically, and change the wait-and-see to purchase.
References:
[1] Lu Li, consumer psychological analysis of online marketing [J], shopping mall modernization, 2009( 16)
[2] Tian Huajie, Modern Enterprise Network Marketing Based on Consumer Psychology [J], Cooperative Economy and Technology, 20 10(2 1),
[3] Lv Weizhen, Liu Dan, the psychological impact of online shopping and marketing strategy analysis [J], Modern Marketing, 20 1 1(5),
(Author Lei Lei: School of Economics and Management, Weinan Vocational and Technical College, Shaanxi Province Li Rui: School of Mechanical and Electrical Engineering, Weinan Vocational and Technical College, Shaanxi Province)
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