| 基于节日营销的农村网购消费行为与营销策略 |
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| 引用本文： | 周华清.基于节日营销的农村网购消费行为与营销策略[J].福建工程学院学报,2016,0(5):428-433. |
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| 作者姓名： | 周华清 |
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| 作者单位： | 福建工程学院 人文学院 |
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| 摘 要： | 随着国内网购节日的成功，网购节日促销不断刷新销售记录，城市网购节日消费已趋于饱和，农村网购节日订单成为新的增长点。受到农村消费观念、网购设备、物流配送体系的制约，农村网购消费潜力没有激活。通过梳理现有网购节日营销研究文献，并对农村居民节日消费需求与动机进行调查 ，国内对农村网购节日消费行为研究几乎处于空白，亟需加强农村网购节日促销消费行为与引导策略的研究。研究发现引导农村网购节日消费，应从消费需求、传播渠道、网购体验、物流配送、网购知识普及方面推动农村节日网购发展。
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| 关 键 词： | 节日营销 农村网购 消费行为 电子商务 营销策略 |
Festival marketing based rural online shopping consumption behaviours and marketing strategies |
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| Zhou Huaqing.Festival marketing based rural online shopping consumption behaviours and marketing strategies[J].Journal of Fujian University of Technology,2016,0(5):428-433. |
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| Authors: | Zhou Huaqing |
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| Institution: | (School of Humanities, Fujian University of Technology |
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| Abstract: | Sales promotion of online shopping festival has constantly refreshed the sales records with the success of domestic online shopping festival. Although online festival consumption in the cities has saturated, online shopping festival orders of rural areas have become the new sources of growth. Owing to the restriction of rural consumption ideas, shopping equipment and channels of dissemination, the online consumption potential of rural areas has not been activated. By analysing available literature of online shopping festival marketing and the consumption demand and motivation of rural residents, we have found that there is scarce research on consumption behaviours of domestic online shopping festival in the rural areas. Therefore, it is vital to conduct research on consuming behaviours and guiding strategies of sales promotion at online shopping festival in the rural areas. |
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| Keywords: | festival marketing rural online-shopping consumption behaviour E-commerce marketing strategy |
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