The Research Of Network Marketing Strategy In View Of Consumer Online Purchasing Behavior

Compared with the traditional market, the network market has unmatched features:rich information resource, no restriction of time and space, real-time transaction, high interactivity, low cost and low barriers to entry. In order to occupy this market, many enterprises have opened up the network marketing channel, and have created the company web site to conduct products trading, advertising, marketing and other activities on the Internet; And the specialized network retail sites are also more and more just like taobao.com. The network shopping market developed rapidly, and the network has become a very valuable marketing channel, known as "the most exciting marketing innovation mode in the history". The competition between the web merchants become more and more intense. In order to make a profit in network marketing, and get an advantageous position in market competition, the first priority of web merchants is to make sure the requirements and characteristics of each target customers, study the process of consumer’s purchasing behavior on website and the key factors that influencing it. Only in this way can web merchants develop appropriate marketing strategies and product suitable products, and then establish a long-term relationship with consumers.At the beginning of this paper, through literatures review, by means of reviewing the definition and model of consumer behavior, the meaning of consumer behavior is made clear based on this study context; Through the comparable analysis of the present research situation about network purchasing behavior in domestic and overseas, further clarify the direction and key of the research; then summarize the network marketing definition and related theory to pave the way for the follow-up study.Second, from the consumer’s perspective, this paper analyzes the characteristics of network consumers, and the process of purchasing behavior on e-commerce web site, focus on consumer’s information behavior in the process of purchasing in the network. Based on this, comprehensively analysis factors influencing consumer online purchasing behavior. And then with the Internet users that have network shopping experience as the research object, by questionnaire and analysis of statistics to verify and analysis the influence degree of these factors to the consumer as well as the consumer’s recognition of these factors.Finally, the paper put forward the marketing strategy for e-commerce websites in the web design, product selection and pricing, website transaction security, website communication services, website logistics and distribution mode, website evaluation system, and the website image.