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随着社会经济与科技的发展,信息与网络技术在人们生活中的应用越来越广泛,电子商务的发展也更加迅速,使得通过网络进行购物的消费者群体迅速扩大,与此对应的是各个企业电子商务与网络营销意识正在逐步增强完善。面对日益复杂的网络消费市场,在网络营销环境下对客户进一步深入研究分析是每一个企业增强市场竞争力的必由之路。本文在分析网络营销环境下客户细分的必要性基础上,对网络市场客户进行了具体细分,并且在此基础上提出了网络营销环境下针对不同客户群体的营销策略,以期能够促进电子商务网络市场的发展。
With the development of social economy and science and technology, the application of information and network technology in people’s lives is becoming more and more widespread. The development of e-commerce is also more rapid. The consumer groups that make purchases through the Internet are rapidly expanding. Correspondingly, Corporate e-commerce and online marketing awareness is gradually enhanced and improved. Facing the increasingly complex network consumer market, further research and analysis of customers in the network marketing environment is the only way for every enterprise to enhance its market competitiveness. Based on the analysis of the necessity of customer segmentation in the network marketing environment, this paper makes a detailed breakdown of the network market customers, and on this basis, puts forward the marketing strategies for different customer groups in the network marketing environment in order to promote e-commerce Internet market development.