题目：网络营销策略对消费者购买决策的影响
摘要：本研究旨在探讨网络营销策略对消费者购买决策的影响。通过对国内外相关研究的回顾，我们发现网络营销策略在消费者购买决策中起着重要的作用。具体来说，网络口碑和评价、个性化推荐以及社交媒体营销等因素都会影响消费者的购买决策。然而，网络营销策略也存在一些问题，如虚假信息和广告、社交媒体营销的双面性以及价格策略的问题等。为了解决这些问题，我们提出了一些对策，包括了解和利用不同信息来源的影响程度、进行精准的客户画像分析以及优化购买决策路径等。
关键词：网络营销策略，消费者购买决策，网络口碑
Abstract:The purpose of this study is to explore the influence of Internet marketing strategies on consumers' purchasing decisions. Through the review of relevant research at home and abroad, we find that the network marketing strategy plays an important role in the consumer's purchase decision. Specifically, factors such as online word of mouth and reviews, personalized recommendations, and social media marketing all influence consumers' purchasing decisions. However, there are also some problems in the network marketing strategy, such as false information and advertising, the double-sided nature of social media marketing and the problem of price strategy. To address these issues, we propose a number of countermeasures, including understanding and leveraging the influence of different sources of information, conducting accurate customer profile analysis, and optimizing the path to purchasing decisions.
Key words：Network marketing strategy, consumer purchase decision, network word of mouth
目录
题目：网络营销策略对消费者购买决策的影响 1
摘要： 1
1 绪论 2
1.1研究背景和目的 2
1.2国内外研究现状 2
1.3研究内容与方法 2
2.理论基础 3
2.1网络营销策略的定义与分类 3
2.2 消费者购买决策的理论模型 3
2.3网络营销策略对消费者购买决策的影响机制 3
3.网络营销策略对消费者购买决策影响的现状 4
3.1网络口碑和评价的影响 4
3.2个性化推荐的影响 4
3.3社交媒体营销的影响 4
4.网络营销策略对消费者购买决策影响的问题 5
4.1.虚假信息和广告的问题 5
4.2社交媒体营销的双面性问题 5
4.3价格策略的问题 5
5.网络营销策略对消费者购买决策影响对策 6
5.1了解和利用不同信息来源的影响程度 6
5.2进行精准的客户画像分析 6
5.3优化购买决策路径 6
结论 7
参考文献 7
致谢 8
