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1. Understanding the personal information of online users is a step forward in the development of online marketing. Only when you have a deep understanding of online users can you tailor the correct online marketing strategy. Personal information of Internet users includes: “1 netizen education structure; 2 netizens' male-female ratio; 3 netizen occupation classification; 4 netizen age structure; 5 netizen income classification; 6 online purchase behavior characteristics of Chinese netizens; 7 users' use of the Internet Situation (online time and Internet access location); 8 Internet users in China use the characteristics of 9 users of the main purpose of Internet access.
2. Online consumer buying motivation. The motivations of online consumers can basically be divided into two categories: the motivation of demanding winter. The former is the purchasing motive together with people's various needs, including low-level and high-level needs, while the latter is the purchasing motive caused by people's psychological processes such as knowledge, feelings and will. The essence of people's connections in modern virtual society is that people want to meet the three basic needs of the virtual environment, namely: interest, aggregation and communication. This is the basis for the excitement of the needs of online consumers. The psychological motivation of online consumer purchase behavior is mainly reflected in three aspects: 1 rational motivation; 2 emotional motivation; 3 patronage motivation.
3. New characteristics and trends of online consumer demand: 1 The return of individual consumption; 2 The difference of consumer demand; 3 The initiative of consumption is enhanced; 4 The demand for purchasing convenience coexists with the pursuit of shopping fun; 5 Price is still the impact The important factors of consumer psychology; 6 network consumption is still hierarchical; 7 network consumers' demand is cross-cutting; 8 network consumer demand is advanced and inducible; 9 women in network consumption dominate.
4. Factors affecting online consumers' online shopping are: 1 the characteristics of the goods; 2 the price of the goods; 3 the convenience of shopping; 4 the security of the purchase amount. The purchase process of online consumers is the process of forming and implementing online consumer purchase behavior. The online consumer purchase process can be roughly divided into five phases: purchase motivation generation, information gathering, comparison selection, purchase strategy, and post-purchase evaluation.
5. E-commerce has multiple modes, reflecting the diversification of business activities, including four typical online consumption purchase models: 1 business-to-consumer model; 2 business-to-business model; 3 personal consumption versus personal consumption; 4 consumer-to-business model.
6. The market segmentation of online customers refers to the division of the online customer market into different types of consumer groups based on the characteristics of online consumers, the desire to purchase, the motivation to purchase, and the differences in habits and hobbies. Each consumer group constitutes a segment of the business. The enterprise selects the appropriate market segment as the target market according to its own conditions, and formulates the network marketing strategy and plan of the enterprise. The online customer market segmentation has a great effect on the development of network marketing strategies: 1 It is conducive to analyzing and developing new markets for network marketing. 2 It is conducive to formulating and adjusting network marketing programs and enhancing the resilience of enterprises. 3 Conducive to the centralized use of corporate resources to achieve better marketing results.
7. The network marketing target market is a certain market segment of the enterprise, that is, the customer base that is also prepared to provide services. The traditional market positioning is single-item, and the target market positioning of online marketing is two-way. According to the previous survey on Internet users, the following typical types can be segmented by Jiangjiang customer market: 1 can be divided into male customer market and female customer market by gender; 2 can be divided into children market, student market, middle and young market by age And the elderly market; 3 according to income can be divided into high, medium and low income class market; 4 can be divided into undergraduate or above, undergraduate, high school, high school and below.
However, it must be noted that in fact, the segmentation of the online customer market into hundreds of thousands is possible, and the future market segment will be based on individuals.