In the real study and work, everyone has the experience of writing papers and is familiar with them. A thesis refers to an article that conducts research in various academic fields and describes the achievements of academic research. So, have you understood this paper? The following is my carefully organized analysis paper on the psychology and behavior of online marketing consumers, for reference only. Let's have a look.

abstract:

This paper focuses on the psychology and behavior of online marketing consumers, and based on the current situation of online consumption, it makes in-depth exploration and research from the aspects of consumers' income, age, gender, occupation, education level and location, aiming at strengthening the level of online marketing and providing favorable conditions for promoting the sustainable development of online marketing and promoting the stable development of China's social economy.

Key words:

Network marketing, consumer psychology, behavior

Introduction:

Due to the changes in China's economic system, the Internet has developed rapidly, laying a solid foundation for the development of the network economy era. The network economy has changed the relationship between enterprises and consumers, enterprises and enterprises, and changed the consumption standards of the public. Based on this, it is very important to formulate marketing strategies according to the actual needs of consumers, which is the key to promote the all-round development of enterprises and the basis for improving China's overall economic benefits. Looking at the development of network economy in China, we can find that there are many online stores, but the transaction volume is not large, and even many network companies are operating in debt. The main reason for the above situation is that they did not make a comprehensive analysis of the market environment of the network economy and did not adjust their strategies according to the changes of consumers' psychology and behavior, which led to less economic benefits and affected the company's sustainable development. This paper makes a comprehensive analysis of the psychology and behavior of online marketing consumers, as follows.

1. Types of online consumers

Internet consumers are divided into three categories, namely, individual consumers, government consumers and corporate consumers.

1. 1 individual consumer.

Its actual demand for e-commerce is the most realistic, and it can be said to be the core market of e-commerce. Internet users have gradually changed from the initial scientific research institutions and academic groups to family and enterprise business activities. According to relevant surveys,/kloc-0.5% netizens shop online, about 60% netizens have college education or above, and about 50% of them are engaged in management or professional work. Domestic surveys show that there are obviously more men than women among netizens, and they mainly live in relatively developed areas. There are differences between traditional consumers and online consumers in age, income, education level, occupation and living area, which leads to the special consumption behavior and psychology of online consumers.

1.2 enterprise consumers.

First, commodity circulation enterprises. Using new scientific and technological means for marketing can effectively improve service level and quality, reduce operating costs and increase economic benefits. Because accurate, true and systematic information can reduce the error rate and risk of decision-making activities, the pace of developing e-commerce in commodity circulation enterprises is gradually accelerating. Services such as commodity display, commodity storage, data query and information feedback can be managed by computer, thus providing complete commodity information for domestic manufacturers and suppliers. Second, commodity production enterprises. Material procurement, product sales and market research through e-commerce network can effectively reduce production costs and improve production efficiency and work efficiency.

1.3 government consumers.

Government application network can effectively collect and provide macro-production information and timely regulate commodity production. In addition, the government itself is also a consumer. If government procurement relies on the Internet, it is not only low cost, high efficiency, but also fair and just.

2. The current situation of online marketing and consumption

2. 1 Network Marketing Status.

It took only 30 years from the marketing model that nobody cared about at first to being imitated and recognized by many people at present. Network marketing model is formed on the basis of traditional model, and gradually formed a relatively complete marketing system, especially soft marketing strategy has not only been recognized by many scholars, but also vigorously promoted and implemented by enterprise personnel.

Soft marketing strategy, mainly based on e-commerce network, effectively combines consumer psychology with actual network marketing to provide consumers with more consumption patterns from the enterprise level, so as to meet the actual needs of consumers for services and products, promote more consumers' recognition and acceptance, and then obtain consumption returns. The essence of soft marketing is based on the exploration of consumer psychology and the practice of online marketing.

2.2 the status quo of online consumption.

Due to the rapid development of internet technology, the internet has been deeply integrated into the real life of the public, just like basic necessities of life. Due to the increasing number of netizens, the online marketers in China have gradually explored a development path after 20 years of research, which has made e-commerce enter a stable period.

According to incomplete statistics, in the first half of 20 17, the online shopping of the whole people exceeded 27 1 trillion yuan, and the consumption increased by 66.5%, which was 10 times higher than that in the past two years. The development of e-commerce is more and more rapid. With the growth of the network market, various problems become more and more obvious, and it will become more and more difficult to deal with them, which leads to the helplessness of network marketers and e-commerce personnel.

3. Psychological and behavioral analysis of online marketing consumers.

How to make the traditional consumer groups accept this new model is the most headache for the current network marketing system. There are many factors that affect consumers' online consumption, as follows:

3. 1 Analysis from the consumer level

First, consumer income. Personal income has a great relationship with consumers' spending power, and the amount of income has a direct impact on online consumption. Individuals whose monthly income is not higher than that of 500 yuan generally use online consumption, while those whose monthly income is higher than 5,000 yuan seldom use online consumption. Income groups in between account for about 70% of online consumption. The main reason for this situation is that middle-income consumers are easy to contact with online consumption, and because of their income level, they will not have much time to spend on shopping, so they are more likely to accept this online consumption mode psychologically, while relatively low-income consumers have no extra money to control, and high-income groups like to be concerned by the society and are willing to buy brand-name goods in shopping malls. Most of them don't agree with this hidden consumption pattern.

Second, the age of consumers. The behavior and psychology of online consumers will change with age. According to incomplete statistics, the age of online consumers in China is relatively single at present. Most consumers are between 18~30, accounting for about 80% of the total number, while consumers over 30 account for only 20%. With the growth of age, people's income level will gradually increase, and the consumption frequency will also increase. They will try their best to buy a high-end commodity, and no longer stick to some small commodities, especially consumers aged 35-45. Their consumption frequency and amount can be said to have reached the peak.

Third, the gender of consumers. Internet consumption behavior will be different because of gender. Although most netizens are men, it is women who are keen on consumption, mainly because the consumption of women in real life is obviously higher than that of men. Men will only buy some digital products online, such as game consoles, while women will buy food, home, cosmetics, bags, clothes and other related goods. From the perspective of consumption impulse, men generally buy after seeing it, while women will follow the principle of shopping around and have strong selectivity.

Fourth, consumer occupation. Different occupations of consumers have a direct impact on consumer behavior and consumer psychology. Nearly 40% of consumers who buy online are employees of enterprises, and about 20% are students. The largest group is college students, and the rest are mostly civil servants or freelancers. Income level, career stability, personal connections, etc. Will affect consumers' consumption probability.

Fifth, the education level of consumers. Due to the reform of China's education system, the number of college students has gradually increased, and the education level of the public has been improved to varying degrees. Because online shopping requires consumers to have certain computer skills, the education level of online consumers has improved, and consumers with bachelor degree or above account for about 70%. However, with the comprehensive promotion of online consumption, it gradually spread to people with low academic qualifications. Many consumers with low academic qualifications have fewer opportunities to contact the Internet every day, and many operations are relatively difficult, so there will be resistance. Consumers with higher education can effectively understand the specific requirements of online consumption and know what to do and what to refuse, so they occupy a dominant position in online consumption.

Sixth, the region where consumers are located. The development of Internet has built an invisible bridge for the public. Because consumers live in different regions and have different economic strength, network equipment, logistics support system and e-commerce platform will be different. Relatively speaking, economically developed areas are higher than economically developed areas. Of course, compared with small and medium-sized cities, the online consumption capacity of these areas is still very high. In economically developed areas, people who use online consumption have higher education and income than consumers in ordinary areas, and are more likely to accept emerging things such as online consumption, and consumption will naturally increase.

3.2 Analysis at the store level

First, the behavior pattern centered on culture. The composition of human motivation will be limited by social environment and cultural background, and people with different cultural backgrounds will choose different commodities and lifestyles. Under the background of the Internet age, culture has a strong global and local characteristics. The integration of consumer tastes produced by cultural diversity will change the way people understand and live. Nowadays, people mainly live in the cultural era, and online consumers will continue to accept and pursue new things and ideas. This behavior is mainly determined by their culture and living environment. They have a strong demand for goods that meet individual needs and are highly exposed.

Second, the "return" of consumers' personal consumption. The so-called return is because for a long time in the past, industry and commerce served consumers as independent individuals. Only in modern times did the standardized and industrialized production mode replace the personalized service of consumers. In addition, in a market with near monopoly or short economic board, consumers can choose fewer commodities at will, and their individuality is severely suppressed. However, with the continuous development of the consumer market, many commodities have changed in category and quantity, enabling consumers to choose and buy products according to their own needs. Consumers are not only able to make choices, but also more and more eager to choose. The actual demand of consumers is increasing, and the changes are also increasing. Slowly, consumers will set their own standards and are not afraid of the challenges brought by commodities. Online consumers no longer choose the use value and utility of products, but also include more derivatives, which is very different from their combination.

Third, pay attention to the purchase behavior of information and value. On the one hand, well-funded consumers have changed from conspicuous consumption to enlightened consumption, and value and quality have become the main factors for them to consider goods, that is, to ensure quality on the basis of reasonable prices and to be characterized by brand-name goods. Consumers want to buy the best quality goods at a relatively low price, so price is still the main factor affecting consumers' behavior and psychology, although the influence of price can not be underestimated in the face of modern marketing methods. On the other hand, wise consumers want to have a comprehensive understanding of goods, including social utility and personal interests. Through the information flow of services and products, the pursuit of product value by online consumers is satisfied. The way consumers get information can effectively change the buying experience of consumers to some extent. Based on this, we can find that information acquisition can also create value. Information is the creator of economic activities, and its existence will make consumers pay more and more attention to understanding product information and make purchase decisions under the condition of complete control. Consumers want to know not only the performance of goods, but also the knowledge covered by goods, so as to meet consumers' new requirements for value. Dynamic information system can entrust knowledge-based value to consumers, and then meet the actual needs of consumers.

Fourth, pay attention to the purchase behavior of technology. Due to the rapid development of information, knowledge and technology, commodities are more complex, consumers are more skilled and the life cycle of commodities is shorter. The public began to expect real-time delivery, and the purchase of goods was not limited by time and space. Many consumers want to buy goods and get services at home. With the rapid development of electronic technology, more and more consumers rely on electronic means to obtain goods and services. Modern communication system is very important for market competition, convenience has become a more important factor at present, and time is the most precious for consumer groups. Enterprises must apply the most advanced technology to provide services and commodities to consumers.

Fifth, pursue a green lifestyle. It is very important to optimize environmental defects, pay attention to economic growth and maintain consumption and production. The way consumers treat real problems has become their motivation to buy. They pay more attention to public issues than social responsibilities, and they pay more attention to health and green goods. Enterprises must integrate green morality into commodity production and implement it in business activities.

Sixth, consumer pursuit has changed. Consumer demand for services and commodities will continue to increase. From product design, packaging to application to after-sales service, different consumers will have different demands. And these requirements will become more and more professional and comprehensive. Consumers in modern society pay more attention to pursuing individuality to show themselves; Pay attention to the pursuit of fashion and highlight fashion; Paying attention to the pursuit of performance and showing maturity is something that traditional marketing cannot do. The traditional marketing model is mainly enterprise-centered, using personnel promotion and advertising implantation to attract consumers to buy, while online marketing is mainly consumer-centered and achieves the purpose of marketing by applying online etiquette.

Seventh, the initiative of consumers has been strengthened. Online consumption behavior has strong independence and autonomy. The initiative of consumers is strengthened mainly because the public wants to pursue psychological balance. Consumers will take the initiative to use various possible channels to obtain and compare information related to commodities, so as to achieve psychological balance, reduce the sense of risk and regret after purchase, strengthen the trust in commodities and strive for psychological satisfaction. Nowadays, consumers not only have a comprehensive understanding of commodity information, but also often participate in commodity manufacturing and design as a positive factor in marketing, which fully shows the dual characteristics of current customer personalized service. If enterprises want to provide personalized services for consumers, they need to integrate the consumer demand of customers into the manufacturing and optimization of goods as a reference for the positioning of goods. Let consumers know that the whole process is actually the process of establishing good relations between consumers and enterprises, which provides more living space for the development of small and medium-sized enterprises.

Eighth, the pursuit of shopping convenience while pursuing shopping fun. Some stressed and nervous consumers generally pay attention to the convenience of shopping and seek to save labor time and cost as much as possible. The virtuality of online consumption can just meet the actual needs of consumers. On the other hand, due to the improvement of labor productivity, the time that the public can control at will has also increased. Some housewives and freelancers hope to pass the time, enrich their lives, seek more fun, strengthen contact with society and reduce loneliness through online shopping. With the development of Internet, netizens can reach a certain point or multiple points at the same time, thus forming a very large circle of friends and providing services for the public to make friends and choose friends. In addition, the anonymity of the network can make it impossible for both parties to obtain the true identity of the other party, which has a positive effect on their equal communication and makes public communication more relaxed and happy.

4. Concluding remarks

To sum up, it is very important for online marketing to do online sales well, which is the basis to ensure the sustainable development of online marketing and the key to promote the stable development of China's social economy. The most important factor of online consumption is the influence of consumer psychological factors. E-commerce, as an auxiliary means of online marketing, should combine the age, income and education level of online consumers as far as possible, explore the factors that affect the psychology of online consumers, provide more consumption patterns for online consumers, and then adjust the marketing plan in a targeted manner. Enterprise insiders need to do a good job in market research, master consumer psychology, adopt appropriate publicity methods, guide consumer demand from the psychological level, and turn desire into purchase behavior.

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