Through online marketing activities, enterprises can improve marketing efficiency and reduce promotional expenses. According to statistics, advertising on the Internet can increase sales by 10 times, and its cost is110 of traditional advertising. Secondly, e-commerce can reduce procurement costs, because with the help of the Internet, enterprises can seek the best suppliers in the global market, and by sharing information with suppliers, the losses caused by inaccurate information in intermediate links can be reduced.
The demand of individual consumers for e-commerce is the most realistic and the main market of e-commerce. Users on the Internet, from the initial academic groups and scientific and technological institutions, have gradually expanded to enterprises, commercial activities and families. According to Nielsen, an internationally renowned consulting firm, about 65,438+04% of Internet surfers shop through the Internet. About 60% of Internet surfers have a college degree or above, 50% are engaged in professional or management work, and more than 25% have an annual income of $80,000.
First, commodity circulation enterprises. Using modern scientific and technological means to carry out marketing can improve service quality and level, reduce operating costs and improve economic benefits. Because fast, accurate and comprehensive information can reduce the uncertainty, mistakes and risks in decision-making activities, the e-commerce pace of commodity circulation enterprises is getting faster and faster. Services such as commodity form display, information consultation, commodity storage, information feedback and tracking are managed by computer network, which can provide commodity information and commodity trading services for domestic and foreign suppliers and manufacturers. The second is commodity production enterprises. Use e-commerce network to do market research, purchase materials and sell goods, research and develop new products, etc. , can reduce the production cost of production enterprises, improve production efficiency and benefit.
2. 1.3 government consumers
On the one hand, the government uses computer networks to collect and provide macro-production information and control commodity production in time. On the other hand, the government itself is a big consumer. If the government purchases through the Internet, it will be efficient, low-cost, standardized, transparent, open and fair.
3. Trends and characteristics of contemporary consumer psychology
Nowadays, enterprises are facing unprecedented fierce competition, the market is evolving from seller monopoly to buyer monopoly, and the era of consumer-led marketing has arrived. In the buyer's market, consumers will face more complicated choices of goods and brands, which makes the psychology of contemporary consumers present new characteristics and trends compared with the past.
3. 1 personalized consumption regression
It is called "reversion" because in the past long historical period, industry and commerce served consumers as individuals. In this period, personalized consumption is the mainstream. Only in modern times, industrialized and standardized production methods have drowned consumers' personality in the torrent of low prices and single products. On the other hand, in a shortage economy or near monopoly market, consumers can choose few products, so their individuality has to be suppressed. However, when the consumer-grade crystal market has developed to this day, most products have been extremely rich in quantity and variety, and the practical conditions have been initially met. Consumers can choose and buy goods or services on the basis of personal psychological will. Moreover, they are not only able to make choices, but also eager to make choices. Their needs are becoming more and more diversified. Gradually, consumers began to set their own standards, not afraid to challenge businesses, which was unimaginable in the past. From the perspective of psychoanalysis, consumers choose not only the use value of goods. It also includes other "extensions", which may be different and their combinations may be different. Therefore, in theory, no consumer's psychology is exactly the same, and every consumer is a market segment. Psychological identity has become a prerequisite for consumers to decide to buy brands and products, and personalized consumption is and will once again become the mainstream of consumption.
3.2 Increased consumer initiative
Under the trend of increasingly detailed and specialized social division of labor, even in the purchase of many daily necessities, most consumers lack enough professional knowledge to identify and evaluate products, but their psychological demand for obtaining commodity-related information and knowledge has not disappeared, but has increased day by day. This is because consumers' risk awareness increases with the increase of choices, and they are tired and distrustful of one-way "spoon-feeding" marketing communication. Especially when buying some durable consumer goods (such as computers), consumers will take the initiative to obtain information related to the goods through various possible channels and make analysis and comparison. These analyses may not be sufficient and accurate, but consumers can gain psychological balance, reduce the possibility of feeling risk and regret after purchasing, increase their trust in products and strive for psychological satisfaction. The enhancement of consumption initiative comes from the increase of uncertainty in modern society and the desire of human beings to pursue psychological stability and balance. People are born with a strong thirst for knowledge.
3.3 The psychological stability of consumers is reduced, and the transformation speed is accelerated.
The development and changes of modern society are extremely rapid, and new things are constantly emerging. Driven by this trend, consumer psychology is not stable, and tends to keep pace with the society in the speed of psychological change, which is manifested in the continuous shortening of product life cycle in consumer behavior. The phenomenon that a product has been popular for decades is extremely rare, consumer goods are updated very quickly, and varieties and styles emerge one after another. Shortening the product life cycle will in turn accelerate the psychological transformation of consumers. For example, it took more than ten years for TV sets in China to develop from black and white to color, but now almost every year, TV sets with new technologies and functions are introduced. The TV sets that consumers just bought this year may be out of date next year, so that some ingenious businesses start to operate TV rental business to meet the needs of some consumers for innovation and change.
3.4 The demand for convenience and the pursuit of shopping pleasure coexist.
Some consumers with high work pressure and high tension will take shopping as a way.
Convenience as the goal, the pursuit of time and labor costs as far as possible to save. This is especially true for daily consumer goods with relatively stable demand and brand choice. However, other consumers are just the opposite, because people have more time to spend because of the improvement of labor productivity. Some freelancers or housewives hope to spend their time shopping, find happiness in life, keep in touch with society and reduce psychological loneliness. So they are willing to spend more time and energy on shopping, provided that shopping can bring them fun and meet their psychological needs. These two opposing psychology will coexist and develop for a long time to come.
3.5 Price is still an important factor affecting consumers' psychology.
Although marketers tend to weaken consumers' sensitivity to price through various differentiation and avoid vicious price reduction competition, price always has an important impact on consumers' psychology. For example, the recent microwave oven price reduction war. As a market leader, Galanz has many advantages such as technology, quality and service, but it was finally forced to announce its return to price reduction competition and compete for market share. This shows that even in the face of contemporary developed marketing technology, the role of price can not be ignored. As long as the price drops beyond the psychological limit of consumers, consumers will inevitably turn to competitors without hesitation.