(定稿)基于消费者行为视角的中国金币深圳公司电商营销

1基于消费者行为视角的中国金币深圳公司电商营销策略研究AStudyofE-commerceMarketingStrategiesofChinaGoldCoinShenzhenCommercialCenterBasedonthePerspectiveofConsumerBehavior焦为2014年6月I摘要随着经济的迅速发展和人均收入水平的不断提高，我国居民的消费结构不断升级，收藏消费已成为人们消费的重要组成部分，而作为收藏行业重要组成部分的金币也成为百姓们所关注的消费热点。根据世界黄金协会发布的《黄金年鉴2012》，2011年我国金币发售规模约为25吨，位列世界第六。与此同时，随着网民人数的快速增长，我国网络购物蓬勃发展，如何充分利用电子商务进行营销活动，并将线上和线下有机整合，成为中国金币深圳公司必须认真思考的问题。本文以消费者行为理论和电商营销理论作为基础，首先利用PEST模型和消费者行为理论对金币的电商营销环境和网上消费者的消费行为进行分析，随后分析了中国金币深圳公司在开展电商营销时出现的问题及其原因，最后结合电商营销的特点、金币电商营销的环境和金币消费者的行为特点，提出中国金币深圳公司金币电商营销的策略，具体包括：第一，实行自有平台、综合性第三方平台和垂直第三方平台相互结合的平台建设方案；第二，实施符合中国金币深圳公司特点的产品差异化策略、产品个性化定制策略和扩大产品组合策略；第三，在价格策略方面，实施面向集藏者的优良价值策略、定制产品溢价策略和稀有产品拍卖定价策略；第四，通过网络社区促销和会员制促销等方法，培养消费者忠诚度，提高消费者的重复购买率；第五，根据售前、售中、售后三个阶段的不同特点分别实施电商营销服务策略，满足不同层次消费者在每个阶段的个性化需求。关键词：金币，电商营销，网上消费者，消费者行为IIABSTRACTWiththerapiddevelopmentofeconomyandthecontinuousimprovementofincomelevel,theconsumptionstructureofresidentsinourcountrycontinuouslyupgrade,thecollectionofconsumptionhasbecomeanimportantpartofpeopleconsumption.asanimportantpartofthecollectionofconsumption,thegoldcoincollectionindustryhasbecometheconcernofthepeople'sconsumptionhotspots,accordingtotheworldgoldcouncilpublished“thegoldenyearbook2012,2011”,China’sgoldsalescale,about25tons,rankedsixthintheworld.Atthesametime,withtherapidincreaseinthenumberofInternetusers,China'sonlineshoppingwasbooming.howtomakefulluseoftheInternettoconducte-commerceactivities,maketheorganicintegrationofonlinemarketingactivities,becomeanimportantthingtoChinaGoldCoinShenzhenCommercialCenter.Inthispaper,accordingtothetheoryofconsumerbehaviorande-commercemarketingtheory,theauthorfirstusethePESTmodelandconsumermotivationtheorytoanalyzethegolde-commerceenvironmentandonlineconsumerpurchasingmotivation,thenanalyzetheproblemsandthereasonsofChinaGoldCoinShenzhenCommercialCenterwhenitconductinge-commerce,finallyaccordingtothecharacteristicsofthee-commercemarketing,golde-commercemarketingenvironmentandthegoldconsumerbehaviorcharacteristic,putforwardthee-commercemarketingstrategyofChinaGoldCoinShenzhenCommercialCenter,specificinclude:first,implementitsownplatform,comprehensivethird-partyplatformandverticalcombinationofthird-partyplatformconstructionscheme;Second,implementingproductdifferentiationstrategy,productcustomizationstrategyandexpandtheproductportfoliostrategywhichissuitabletothecharacteristicsofChinaGoldCoinShenzhenCommercialCenter;Third,intermsofpricingstrategy,implementingexcellentvalueorientedstrategy,customizedproductpremiumstrategyandrareauctionpricingstrategy;Fourth,throughthenetworkcommunitypromotionandmembershippromotionmethods,establishingalong-termrelationshipofinterdependencewithcustomers,raisingconsumerrepeatpurchaserate;Fifth,accordingtothedifferentfeaturesofpre-sale,saleandafter-sale,implementinge-commercemarketingservicesstrategy,meetingthepersonalizedneedsofdifferentlevelsofconsumerateachstage.Keywords:goldcoin,e-commercemarketing,onlineconsumers，consumerbehaviorIII目录1中国金币深圳公司概况....................................................................11.1中国金币总公司简介.................................11.1.1历史发展.....................................11.1.2产品与服务...................................11.1.3市场架构.....................................21.2中国金币深圳公司简介...............................31.2.1主要职责.....................................31.2.2产品结构与销售状况...........................31.2.3开展电商营销的必要性.........................32金币电商营销环境分析............................52.1宏观环境分析.......................................52.1.1政治环境分析.................................52.1.2经济环境分析.................................52.1.3社会文化环境分析.............................72.1.3科技环境分析.................................72.2行业环境分析.......................................92.2.1金币行业的发展状况...........................92.2.2金币的特点...................................92.2.3金币的消费群体...............................93金币产品网上消费者行为分析.....................113.1网上消费者的人群特征..............................113.1.1以男性消费者为主............................113.1.2以中青年消费者为主..........................113.1.3以中等收入阶层为主..........................123.2影响消费者网上购物的外在因素......................123.2.1产品的价格..................................123.2.2产品的新颖性................................123.2.3购物的便捷性................................133.3网上消费者购买行为的特点..........................133.3.1注重自我，强调个性消费......................13IV3.3.2消费者的主动性增强..........................133.3.3消费需求具有明显的差异性和分散性............133.4实证分析消费者网上购买金币产品行为的影响因素......143.4.1消费者感知价值理论..........................143.4.2影响因素说明与数据获得方法..................143.4.3实证结果分析................................154当前金币电商营销存在的问题.....................184.1电商营销意识不强..................................184.2电商营销人才不足..................................184.3电商专业化程度不高................................194.4电商营销方式不灵活................................194.5电商营销支持环境不完善...........................2005中国金币深圳公司电商营销策略的制定.............215.1金币电商电商营销原则..............................215.1.1全面营销原则................................215.1.2直复营销原则................................215.1.3软营销原则..................................21