随着网络技术的发展和普及,网络经济应运而生,而网络消费也成为一种时尚。在网络化时代,人们的思想观念、生活方式发生着巨大变化,消费方式也深受影响。本文通过对网络化时代消费者行为特征进行分析,找出影响消费者行为的因素,并有针对性地提出企业的营销策略,为企业目标的实现提供理论依据。 With the development and popularization of network technology, the network economy has emerged, and online consumption has also become a fashion. In the era of Internet, people’s ideas, lifestyles have undergone tremendous changes, consumption patterns are also deeply affected. This article analyzes the characteristics of consumer behavior in the Internet age to find out the factors that affect the consumer behavior, and put forward the marketing strategy of the enterprise in a targeted manner to provide a theoretical basis for the realization of the goal of the enterprise.