B2C电商平台网购客户群体消费特征研究分析报告

B2C电商平台网购客户群体消费特征研究分析报告

B2C电商平台网购客户群体 消费特征研究分析报告

B2C电商平台网购客户群体消费特征研究分析报告

摘要

自20世纪90年代以来,网购客户价值已成为西方营销界和企业界共同关注的焦点领域,被视为竞争优势的新来源。近年来,信息技术广泛的发展,电子商务也随着飞速的发展。电子商务的出现不断冲击着人民的生活方式、工作方式,同时也在影响着网购客户的消费习惯与模式,那么电子商务环境下的网购客户价值是否发生了变化？由于目前网购客户价值的研究主要集中停留在关注传统商务模式下网购客户价值的维度、影响因素等方面,极少关注电子商务环境下的网购客户价值研究，因此企业只有了解并且解决这一问题,才能去进一步的研究如何,提升企业自身的竞争力。本文主要通过对网购客户价值的阐述，以及商家与个人B2C电商环境下的网购客户价值构成的分析，结合提出的聚美优品是怎么抓住客户价值的这一实例分析，为商家与个人B2C电商企业探究提升网购客户价值的途径，帮助企业成功获取自身价值和竞争优势。

【关键词】 商家与个人B2C电商 网购客户价值 消费者心理 聚美优品

B2C电商平台网购客户群体消费特征研究分析报告

Abstract

Since the 1990 s, customer value has become focus areas of Western marketing field and enterprise, which is regarded as a new source of competitive advantage.In recent years, the development of information technology is widely, the development of electronic commerce is aiso rapid.The emergence of e-commerce's impact on people's way of life, way of working, and also affects the customer's spending habits and patterns.Has the electronic commerce environment customer value changed?Stay due to the current customer value research mainly focus on customer value dimension of traditional business mode, influencing factors and so on, very little attention to electronic commerce environment customer value research .Only understand and solve this problem, so companies can go to further study how to improve the competitiveness of the enterprise itself.This article mainly through to the statement of the customer value,and 商家与个人B2C electronic commercial environment customer value constitution analysis, combining the example analysis of how Jumei Youpin to seize the customer value,to help 商家与个人B2C electronic business enterprise to explore the way to improve customer value and help enterprises to successfully obtain its value and competitive advantage.

Keywords: 商家与个人B2C electronic business; Customer value ; Consumer psychology;

Jumei Youpin

B2C电商平台网购客户群体消费特征研究分析报告