With the development of network economy, the research on network economy in the world has been greatly improved in depth and breadth, and remarkable results have been achieved. However, the research on consumer behavior changes under the condition of network economy has not received due attention. Based on the analysis of online consumer behavior, this paper mainly discusses how enterprises use online promotion to attract consumers under the network environment, so as to expand online market share and increase profits. The emergence and rapid development of the Internet has had a profound and important impact on enterprise marketing, and the changes in consumer behavior will inevitably require enterprises to formulate new marketing strategies to adapt to these changes. A correct understanding of these influences is of great significance for enterprises to adapt to the new environment, better segment the market, adopt advanced marketing means and methods, and meet the needs of consumers.

The online market is a virtual market, composed of a group of people who surf the Internet, and it is also regarded as a collection of different market segments. After ten years' rapid development, the Internet in China has formed a scale and its applications are diversified. Under the condition that the business philosophy of customer first is dominant, whoever grasps the psychology of consumers is likely to win in the competition and gain a dominant position.

First, the behavior characteristics and changes of online consumers

Due to the emergence of Internet commerce, consumers' consumption concepts, consumption patterns and status are undergoing important changes, and the rapid development of the Internet has promoted the improvement of consumers' sovereign status. The huge information processing ability of online marketing provides consumers with unprecedented choice space to choose goods, which makes consumers' buying behavior more rational.

(A) the behavior characteristics of online consumers

Internet users are the main individual consumers of online marketing, and their purchase behavior determines the development trend of online marketing. To do a good job in online marketing, it is necessary to analyze the group characteristics of online consumers in order to take corresponding countermeasures. Network consumption demand mainly has the following seven characteristics:

1, personalized consumption demand

In modern times, due to the development of industrialization and standardized production methods, consumers' personality is submerged in the torrent of low prices and single products. With the advent of the 2 1 century, the world has become a world of computer networks, the consumer goods market has become more and more abundant, the range of products selected by consumers is global, the design of products is diversified, consumers have begun to formulate their own consumption standards, and the whole marketing has returned to the basis of personalization. No consumer's consumption psychology is the same. Every consumer is a small consumer market, and personalized consumption has become the mainstream of consumption.

2. Differences in consumer demand

It is not only the individual consumption of consumers that makes the demand for online consumption show differences; Different online consumers have different needs because of their different times and environments. Different online consumers will have different needs even under the same level of demand. Because online consumers come from all over the world and have different countries, nationalities, beliefs and living habits, there will be obvious differences in demand. Therefore, in order to succeed, manufacturers engaged in online marketing must seriously consider these differences in the whole production process, from product conception, design and manufacture to product packaging, transportation and sales, and take corresponding measures and methods according to the characteristics of different consumers.

3. The initiative of consumption is enhanced.

With the trend of socialization and specialization, consumers' risk awareness in consumption increases with the increase of choices. In many large or high-end consumption, consumers often take the initiative to obtain information related to commodities through various possible channels, and make analysis and comparison. Perhaps this analysis is not fully reasonable, but consumers can get a psychological balance from it, so as to reduce their sense of risk or regret after purchase and increase their trust and psychological satisfaction with the product. The enhancement of consumption initiative comes from the increase of uncertainty in modern society and the desire for psychological stability and the balance of human needs.

4. The awareness of interaction among consumers, manufacturers and merchants is enhanced.

Traditional commercial circulation channels are composed of producers, commercial organizations and consumers, among which commercial organizations play an important role. Producers can't directly understand the market, and consumers can't directly express their consumption needs to producers. In the network environment, consumers can directly participate in production and circulation, and communicate directly with producers, thus reducing the uncertainty of the market.

5, the pursuit of convenient consumption process

Online shopping, in addition to meeting the actual shopping needs, consumers can get a lot of information while buying goods, and get fun that various traditional stores do not have. Today, there are two trends in people's pursuit of the actual consumption process: some consumers with high work pressure and high tension aim at convenient purchase, and they pursue to save time and labor costs to the greatest extent; Another part of consumers, because of the improvement of labor productivity, have more free time, and they hope to find the joy of life through consumption. In the future, these two diametrically opposed consumer psychology will coexist for a long time.

6. Rationalization of consumers' choice of commodities.

The huge information processing ability of online marketing provides consumers with unprecedented choice space for choosing goods. Consumers will use the information obtained online to compare products repeatedly to decide whether to buy. For the purchasing staff of enterprises and institutions, we can use the pre-designed calculation program to quickly compare the comprehensive indicators such as purchasing price, transportation cost, discount, preference and time efficiency, and finally choose the favorable purchasing channels and methods.

7. Price is still an important factor affecting consumers' psychology.

From the perspective of consumption, price is not the only factor that determines consumers' purchase, but it is definitely a factor that consumers must consider when purchasing goods. An important reason why online shopping has vitality is that the prices of goods sold online are generally low. Although operators tend to weaken consumers' sensitivity to price through various differentiation and avoid vicious competition, price always has an important impact on consumers' psychology. Because consumers can unite to bargain with manufacturers through the network, the pricing of products has gradually changed from enterprise pricing to consumer-led pricing.

(B) changes in consumer behavior in the Internet age

The biggest feature of the network economy era is the buyer's market. The powerful communication ability of Internet and the convenient trading environment of online business system have changed consumers' consumption behavior, and enterprise marketing must also keep pace with the times. The changes in consumer behavior in the Internet age can be summarized as follows:

1. Personalization of consumer goods

Due to the extremely rich social consumer goods and the continuous improvement of people's income level, these factors further broaden consumers' choices and make personalized consumption products possible. Consumers buy products not only to meet material needs, but also to meet psychological needs. The personalized consumption mode under the influence of this brand-new consumption concept is gradually becoming the mainstream of consumption. Network marketing must face this market environment and subdivide the market to the extreme.

2. Active consumption process.

In online marketing, the enhancement of consumer initiative comes from the increase of uncertainty in modern society and the desire of human beings to pursue psychological stability and balance. The active characteristics of this consumption process have a great influence on online marketing, which requires enterprises to cater to the needs of consumers, rather than "cramming" publicity to customers, and let customers make choices through comparison through the influence of gentle breeze and drizzle.

3. Rationalization of consumption behavior.

Under the network environment, consumers can rationally choose their own consumption patterns, mainly in: 1) rationally choosing prices. 2) Choose comparison in a large range. That is, through "shopping around", carefully select the goods you need. 3) Actively express the desire for products and services. That is, consumers no longer passively accept goods or services provided by manufacturers or merchants, but actively go online to find suitable goods according to their own needs. Even if you can't find it, you will actively express your desires and requirements for a product to manufacturers or merchants through the network system.

4. Diversification of purchase methods

The network reduces the psychological stability of people's consumption and accelerates the transformation, which is directly reflected in the accelerated upgrading of consumer goods. This, in turn, further strengthens consumers' desire for innovation and change. At the same time, because online shopping is more convenient, people hope to satisfy all kinds of shopping fun while meeting their shopping needs. These two kinds of psychology make the purchase methods diversified and directly affect online marketing.

Second, the purchase motivation of online consumers

The purchase motivation of online consumers refers to some intrinsic motivation that can make online consumers produce purchase behavior in online purchase activities. Only by understanding consumers' buying motives can we predict consumers' buying behavior and take corresponding promotion measures. Because online promotion is a kind of sales without meeting, consumers' buying behavior cannot be directly observed, so it is particularly important to study online consumers' buying motivation.

The purchase motives of online consumers can be basically divided into two categories: demand motivation and psychological motivation.

(A) demand motivation

The demand motivation of online consumers refers to the purchase motivation caused by demand. To study consumers' buying behavior, we must first study the demand motivation of online consumers. Maslow, a famous American psychologist, divided human needs into five levels, namely, physiological needs, security needs, social needs, respect needs and self-realization needs. Demand theory plays an important guiding role in network demand hierarchy analysis. With the development of network technology, the current market has become a virtual network market, but the virtual society is very different from the real society, so people in the virtual society want to meet the following three basic needs:

1, interest demand. In other words, people are interested in online activities out of curiosity and satisfaction of success.

Step 2 assemble. The Internet provides an opportunity for people with similar experiences to get together.

3. communication. Online consumers can get together to exchange information and trading experience.

(B) psychological motivation

Psychological motivation is the purchase motivation caused by people's psychological processes such as cognition, emotion and will. The psychological motivation of online consumers' buying behavior is mainly reflected in three aspects: rational motivation, emotional motivation and patronage motivation.

1, rational motivation

Rational motivation has the characteristics of objectivity, thoroughness and controllability. This kind of purchase motivation is produced after consumers repeatedly compare goods in online shopping malls. Therefore, this kind of purchase motivation is rational and objective, and is rarely influenced by the external atmosphere. This kind of purchase motivation is mainly used to buy durable consumer goods or high-end goods with high value.

2. Emotional motivation

Emotional motivation is the purchase motivation caused by people's emotions and feelings. This kind of motivation can be divided into two types: one is the purchase motivation caused by people's love, satisfaction, happiness and curiosity, which is impulsive and unstable. The other is the purchase motivation caused by people's sense of morality, beauty and community, which has the characteristics of stability and profundity.

3, patronage motivation

Patronizing motivation is a kind of motivation based on rational experience and feelings, based on special trust and preference for specific websites, international advertisements and commodity production, as well as repeated and habitual visits and purchases. Generally, the purchase behavior caused by patronage motivation is that when online consumers make purchase decisions, they first determine the purchase goal in their minds, and overcome and eliminate the attraction and interference of other similar products when purchasing, and implement the purchase action according to the purchase goal determined in the original plan. Internet consumers with patronage motivation are usually loyal visitors to a website.

Third, online promotion.

With the emergence and popularization of the Internet, the original marketing promotion methods, means and environmental conditions have undergone profound changes. How to keep pace with the times and choose feasible promotion strategies is the key link for enterprises to realize commercial value and profit. Enterprises and marketers must quickly update their marketing concepts, change the traditional promotion mode, and correctly use new online promotion methods to attract more consumers to shop online and expand the market share of products in the online market.

(A), the advantages of online promotion

Network promotion refers to all kinds of activities that use network technology to transmit business information to the virtual market, help and persuade customers to buy products or services, thus causing consumers' desire and behavior to buy. With the advent of the era of network economy, online promotion, as a new thing and a traditional way of promotion, has its own advantages. Specifically:

1, save money. Online promotion is one-to-one, two-way, rational, consumer-led, non-mandatory, step by step, personalized and low-cost promotion, thus reducing the promotion cost of advertising.

Good communication makes it possible to provide personalized products and services. Customers can use the Internet to participate in the design, development and production of products, so as to obtain products and services that they really like and conform to their own personality.

3. Various forms. Internet transcends the limitation of time and space, and has the advantages of fast information dissemination, large capacity, search and interaction, and multimedia functions of transmitting words, sounds, animations and images. Compared with the traditional media, the forms of Internet are much richer, which can give full play to the creativity of marketers.

(2) Organize various online promotion activities to stimulate consumers' desire to buy.

Compared with traditional promotion, network promotion is still a new thing. In order to promote this new thing, it is necessary to carry out various forms of promotion activities to arouse consumers' awareness of participation and attract old customers to visit the company's website repeatedly. Consumers can get to know the information, contents and participation methods of promotional activities through the internet, participate remotely through e-mail, and get together through discussion groups to express their views and opinions. Specific methods are:

1, online discount promotion

Discount, also known as discount and preferential treatment, is the most commonly used online promotion method. At present, netizens' enthusiasm for online shopping is far lower than that of traditional shopping places such as shopping malls and supermarkets, so the prices of online goods are generally lower than those when they are sold in traditional ways to attract people to buy. Because the goods sold online can't give people a comprehensive and intuitive impression, they can't try and touch, and with the complexity of distribution costs and payment methods, the enthusiasm of online shopping and ordering has declined. Larger discounts can encourage consumers to try online shopping and make purchase decisions. At present, most of the goods sold online have different price discounts, such as Joyo.com and Dangdang online bookstores.

Discount coupon is a form of direct price discount. Because some goods are difficult to be sold directly on the Internet, you can download and print discount coupons from the Internet or fill in discount forms directly in combination with traditional marketing methods, so that you can enjoy certain discounts when you buy goods in designated places.

2. Online disguised discount promotion

Disguised discount promotion refers to improving the quantity and quality of products and services without raising or slightly raising the price, greatly increasing the added value of products or services, and making consumers feel value for money. Because online direct price discount is likely to lead to the suspicion of reducing quality, it will be easier to gain the trust of consumers by adopting the promotion method of increasing the added value of goods.

3. Online gift promotion

At present, there are not many applications of gift promotion on the Internet. Under normal circumstances, when new products are put on the market for trial use, products are updated, brands are competing against each other, and new markets are opened up, good promotion results can be achieved by using gift promotion. Advantages of gift promotion: 1) can enhance the popularity of brands and websites; 2) Encourage people to visit websites frequently to get more preferential information; 3) According to the enthusiasm of consumers asking for gifts, we can summarize and analyze the marketing effect and the reaction of the products themselves. Most goods sold online will be given away within a certain period of time.

Pay attention to the choice of gifts in gift promotion: 1) Don't choose defective and inferior products as gifts, which will only have the opposite effect; 2) Clarify the purpose of promotion and choose suitable products or services that can attract consumers; 3) Pay attention to time and opportunity, and pay attention to the timeliness of gifts. For example, items that can only be used in summer cannot be given in winter. In addition, in an emergency, we can also consider giving away activities at no cost to save the public relations crisis of enterprises. 4) Pay attention to the budget and market demand. Gifts should be given within an acceptable budget, and marketing difficulties should not be caused by too many gifts.

4. Online lottery promotion

Lottery promotion is one of the most widely used forms of network promotion and is a promotion method that most websites are willing to adopt. Lottery promotion refers to the promotion of goods or services by one or more people getting prizes that exceed the cost of participating in activities. Online lottery activities are mainly attached to surveys, product sales, expanding user groups, celebrations, promotions and other activities. Consumers or visitors get lucky draw opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.

Attention should be paid to the online lottery promotion activities: 1) The prizes should be attractive, and large-value products can be considered to attract people to participate; 2) The way to participate in the activities should be simplified, because the current internet access fee is high, the internet speed is not fast enough, and the interests of tourists are different, so the online lottery activities should be planned to be interesting and easy to participate. Too complicated and difficult activities are difficult to attract tourists in a hurry; 3) Fairness and justice of the lottery results. Due to the virtual nature of the network and the wide geographical range of participants, the authenticity of the lottery results should be guaranteed to some extent. Notaries should be asked to notarize the whole process in time, and inform the participants of the progress and results of the activities in time through emails, announcements and other forms.

5, integral improvement

The application of integral promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online integration activities can be easily realized through programming and database, with high reliability and relatively simple operation. Generally speaking, points promotion will set higher value prizes, and consumers will increase their points by purchasing or participating in an activity for many times, so as to get prizes. Integral promotion can increase the number of times users visit websites and participate in certain activities; Can increase the loyalty of netizens to the website; You can mention the popularity of business activities.

At present, the "virtual currency" issued by many e-commerce websites should be another embodiment of integral promotion. For example, if you register as a member of Suqian Online Mall, you will automatically get 100 yuan of "virtual currency". In the future, registered members will buy goods in Suqian online mall (the increase of virtual currency qualification is not included in the purchase of a street). The exchange method is as follows: the website allows members to "make money" by holding activities, and at the same time, they can use the "virtual currency" that can only be used on the website to buy goods on this website, which is actually a corresponding discount for member buyers.

6. Online joint promotion

The promotion activities jointly carried out by different businesses are called joint promotion, and the products or services jointly promoted can complement each other and enhance their own value. If used properly, joint promotion can play a very good role in promoting sales. For example, online companies can join hands with traditional enterprises to provide services that cannot be realized on the Internet.

(3) Providing quality services for online consumers.

With the fierce market competition, more and more enterprises realize the importance of customer service as a marketing link. The characteristic of timely interaction on the Internet is that enterprises can use the Internet to establish lasting "one-to-one" service relationship with customers conveniently and quickly, strengthen contact with customers, form stable customer resources, strengthen customers' shopping loyalty, and carry out effective customer relationship management.

1, providing information services

In order to attract more consumers, network enterprises should provide comprehensive, detailed and timely introduction of products and services to consumers, interested netizens and potential customers, announce their current product sales policies and various activities being held, and provide preferential treatment and services to attract more consumers. Web pages, online advertisements, e-mails and mobile networks make this service convenient, fast and comprehensive.

2. Establish a customer network

Hundreds of millions of netizens surf the Internet every day, and they may all be potential customers of enterprises. In the virtual space of the Internet, the key to success lies in who has more customer information and who knows more about the customer. Therefore, establishing your own customer network is the basis of the competitive advantage of enterprises in the 2 1 century.

3. Strengthen feedback interaction.

Good feedback interaction is a way for enterprises to attract consumers and improve customer loyalty. There are many ways for online enterprises to interact with customers. Enterprises can strengthen the interaction with consumers through second-line investigation, second-line complaints, second-line technical support and training. Enterprises can also set up interactive space on the website to give customers a place to exchange and express their opinions, and truly play the interactive function of the network.

4. Ensure the security of the transaction.

Security is the main obstacle to the development of e-commerce. In order to relieve consumers' worries about safety, enterprises should provide various safety measures, for example, using the super connection function of the Internet to provide consumers with the convenience of accessing digital visa institutions, product approval monitoring institutions, financial institutions and other related institutions. Enterprises should also ensure that both enterprises and consumers can check the transaction situation at any time and make adjustments quickly when necessary.

Fourth, summary.

By consulting some documents and using network resources, this paper mainly discusses some simple problems of consumer behavior characteristics and consumption changes under the network environment. Through simple analysis, this paper tells enterprises how to master the characteristics of consumers to formulate corresponding marketing strategies, and also briefly analyzes the motivation factors of online consumers, so that enterprises can better understand consumers and their psychology under the network environment, thus formulating effective marketing strategies and bringing profits to enterprises.

With the continuous development of network economy, consumers' behavior characteristics and consumption changes are not fixed. The study of each period and the characteristics of consumers are only a side reflection of the economic environment and characteristics at that time, and these changes and characteristics will change with the economic development. But the study of each period is also practical.

Online consumer behavior analysis

Consumer behavior analysis is an important part of economic research. In the past, this research mainly focused on traditional shopping behavior, but online shopping is different from traditional shopping activities. Therefore, online sellers should pay more attention to online consumer behavior.

(A) the types of online consumers

Consumers who shop online can be divided into the following categories:

1. Simple schizophrenia

Simple customers need convenient and direct online shopping. They only spend a little time online every month, but they complete half of the online transactions. Retailers must provide real convenience for such people and make them feel that buying goods on your website will save more time.

2. Surfing type

Surfers account for 8% of ordinary netizens, but they spend 32% of their time online, and they visit four times as many web pages as other netizens. Internet users are interested in websites that are constantly updated and have innovative design features.

3. Access type

Access customers are newcomers to the Internet, accounting for 36%. They seldom shop, but prefer chatting online and sending free greeting cards. Companies with famous traditional brands should pay enough attention to this group of people, because network novices are more willing to trust their familiar brands in their lives.

4. Type of negotiation

Bargaining customers account for 8% of netizens. They have an instinct to buy cheap goods. More than half of the customers on the famous Yi Bei website belong to this type. They like bargaining and have a strong desire to win in the transaction.

5. Ordinary and sports

Internet users who are regular and active are usually attracted by the content of the website. Ordinary netizens often visit news and business websites, while sports netizens like sports and entertainment websites.

At present, the challenge faced by online providers is how to attract more netizens and try to turn website visitors into consumers. We believe that online vendors should focus on one or two of them, so as to be targeted.

(B) consumer online shopping activities

Online shopping refers to the process that users browse and search related commodity information in the online virtual shopping environment in order to complete shopping or related tasks, so as to provide necessary information for purchasing decisions and implement decision-making and purchase.

Psychologists call consumers' shopping activities a problem-solving process or an information processing process of purchasing decision, which is generally divided into three stages: demand determination, information search before purchasing and evaluation of substitute goods. Consumers' purchasing decision-making process is actually a process of collecting relevant information, analyzing and evaluating, which has different degrees of behavioral and psychological load.

(C) consumer network information space activities

The cognitive and task activities of consumers' network information space can be divided into the following three ways:

1. browsing: informal and opportunistic, with no specific purpose, low efficiency in completing tasks, largely relying on external information environment, but it can better form an overview of the whole information space structure. At this point, users' activities in cyberspace are like browsing a newspaper at will. He can get a general idea of what the newspaper information includes, and whether he can read a message in detail depends on the layout position and title design of the information.

2. Search: looking for new information in a certain field. The information collected in the search helps to achieve the ultimate goal of discovering new information. When searching, users must access many different information sources, and search activities are highly dependent on landmarks. Users' search in the network information space is like consulting newspapers according to the catalogue to obtain a certain kind of specific information.

3. Search: It is the process of searching and locating specific information in a large information set. The purpose of seeking is strong and the activity efficiency is the highest. For example, after users locate tourism information according to the classified catalogue, they compare and choose among many tourism information.

Second, research strategies on the Internet

One of the most complicated problems in online market research is that you never know who the visitors of our company's website are. Marketers must adopt appropriate strategies to identify visitors. Because it is not easy to ask visitors to answer questions online, especially when they spend time and money surfing the Internet and visiting other websites unrelated to marketing research. Visitors will definitely not fill out a 20-page questionnaire and ask them what they like and dislike. When the questionnaire involves income and purchase methods, few people pay attention to it. There are several strategies to collect visitor information on the Internet:

(1) Ask visitors by email or visitor register.

Internet can build a bridge of friendship between marketers and customers. Among them, e-mail and visitor register play a key role. An HTML form can be attached to an e-mail. Customers can click on the relevant topic in the form interface, fill in the relevant information with the recipient's email address, and then send it back to the company. Marketers can get detailed information of visitors through e-mail and visitor register. If a considerable number of visitors respond, marketers can analyze the company's sales statistics.

(b) The average regional income can be determined by determining the postal code of tourists.

The marketing situation in different regions is different, so the marketing strategies in different regions should be different. Marketers should know the average income of a certain area in order to adopt appropriate marketing strategies. On the Internet, after determining the postal code of a visitor, marketers can find out the region where the visitor is located, thus estimating the average income of the region.

(three) to provide prizes or free goods to tourists

If you tell tourists that you can get prizes or free goods, they will definitely tell you where to send them. You can easily know their names, addresses and e-mail addresses. This strategy has proved to be effective. It can reduce the number of inaccurate information sent by visitors who are worried about the infringement of their personal websites, thus enabling marketers to improve the efficiency of research.

(d) Using software to detect whether the visitor has completed the questionnaire.

Visitors often miss some information unintentionally or intentionally. Marketers can use some software programs to determine whether they have filled out the questionnaire correctly. If the visitor misses something in the questionnaire, the questionnaire will be re-sent to the visitor for supplementary filling. If visitors complete the questionnaire as required, they will receive a bulletin board on their personal computers to confirm the completion. However, this strategy cannot guarantee the authenticity and reliability of the information reflected in the questionnaire.

(5) Don't mention problems that annoy potential customers.

When personal questions are mentioned in the questionnaire, visitors generally refuse to answer them. No matter in any country, some questions involving personal privacy should not appear in the questionnaire. Such as personal income, personal fear and other sensitive content.

(6) Conducting selective surveys.

People are usually willing to take part in surveys and opinion tests, especially when the questions mentioned are short and to the point. An effective strategy is that when making a questionnaire, marketers should set two buttons (Yes/No) after each question, so that visitors can express their views intuitively.

(7) Test the number of questions that visitors are willing to answer.

When doing research on the Internet, if you ask too many questions, visitors will be reluctant to participate. Therefore, how to master the number of questions contained in the questionnaire has become a skill for marketers to design the questionnaire. The optimal number of questions in the questionnaire is different in every industry. How to make the research effective depends on the marketing staff to sum up from the actual operation and make a perfect questionnaire.

Third, the steps of online market research

Network research not only has certain strategies, but also has corresponding steps. Now described as follows:

(a) select a search engine

Choose a convenient and applicable search engine before conducting market research on the Internet. Search engine refers to an electronic pointer that can find the content of the object you want to investigate in time. It can read, analyze and store information obtained from millions of private web pages. This information can be identified by a series of keywords and other parameters, such as the start and end dates of the survey. With the help of search engine, you can enter the search of related topics.

(B) determine the research object

Generally speaking, the objects of online research can be divided into three categories: consumers of company products; Competitors of the company; Company partners and neutrals in the industry. In the process of market research, marketers should pay attention to these three kinds of objects, but they should also focus on them.

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