Study Of Network Marketing Strategy Based On Female Consumptive Features

The social position of women has raised much after more than two decades of reform and opening up policy. The woman in new era is a huge social potential consumptive group, especially for the age group of 20 to 50. They play a key role in the consumption of children, old people and household goods. They hold more than 50% of the consumptive rights of a family. In the network shopping market, women are more active and have more enthusiasm. According to statistics of China internet network information center (CNNIC), women become to the main consumer group in both B2B and B2C market. Female network shopper accounts for up 60% of the total network shopper. With the upgrading of internet penetration, there will be more female consumers in network shopping market in future.The paper makes in-depth analysis for the network shopping and summed up six characteristics of the network shopping market, that is, integration, openness, interaction, isolation, technique, individuality. These characteristics affect the network consumers in varying degrees. Through the comprehensive analysis of these six characteristics and the female decision procedure, the paper put forwards the conceptual model and research variables of empirical study of the network shopping consumer behaviors. The analysis of empirical data shows there are six consumption behavior features of women network consumers, including pursuit of rich products, preference to interactive information channel, preference to comparison, high requirement and attention to the detail, tendency to communication and strong willingness to share.Based on the six consumptive behavior features of women, the paper proposes the "4C" integration strategies of network marketing, including Content strategy, Competiveness strategy, Communication strategy, Credit strategy. The "4C" strategies will provide valuable theory and practice guidance for the implementation of network strategy for the enterprises.