Research On The Marketing Strategy Of Diamond Jewelry Under The Influence Factors Of Network Purchase Behavio

With the rapid development of e-commerce,the communication costs between customers,suppliers and manufacturers have been greatly reduced,and the marketing methods have undergone major changes,which has also injected new vitality into diamond jewelry network marketing.In the future development of the world economy,e-commerce will become a new way of survival for enterprises.The diamond jewelry industry should seize opportunities and face challenges.This paper uses literature research method,case analysis method and mathematical statistics method to analyze the influencing factors of diamond jewelry network consumer purchase behavior,and combines the actual situation of A diamond jewelry e-commerce enterprise,the problems and countermeasures in its network marketing.Analyze.Firstly,the related concepts of diamond jewelry and online consumer shopping behavior are expounded,and the theoretical models of consumer behavior are analyzed.Secondly,it analyzes the influencing factors of online consumers' purchasing behavior from the theoretical level,and finds out the factors affecting the purchase behavior of diamond jewelry network consumers through expert investigation.Secondly,through questionnaires and empirical analysis,the paper analyzes the key factors affecting the shopping behavior of diamond jewelry network consumers.Thirdly,combined with the actual situation of A diamond jewelry enterprises,analyze its marketing strategy and propose corresponding countermeasures and suggestions.The conclusion of this paper is that the factors affecting the purchase behavior of diamond jewelry network can be divided into 9 first-level indicators and 22 second-level indicators.The first-level indicators are: online shopping attitude,value quality,perceived risk,business reputation,product display,shopping process,after-sales service,professional services and e-commerce design,of which,based on theoretical analysis,the empirical analysis of this study adds a first-level indicator of e-commerce design,reducing the network e-commerce alliance and member points.Secondary indicators.This research provides guidance for the network marketing strategy of the diamond jewelry industry.According to the influencing factors of the nine aspects,the merchant can construct an efficient,excellent and complete network marketing strategy and system.