摘要：在信息技术的不断改造下，市场营销网络不断扩大，女性在网购市场表现出很强的要求。查看国内互联网信息方面年度审计报表，其中表明，女子是网购群体中的主要消费群体，在各种网络购物平台上网上购物的女性，基本占了60％以上。随着网络普及率的提高，网上消费购物市场的未来，会导致越来越多的女性消费群体前来。在本文中，我们描述的网络营销策划，是基于女性消费特征的重要性的背景和研究意义，概念解释和详细的网络营销的相关理论。其次，通过PEST法以及SWOT分析的方式，研究网络营销的现状和今后的发展前景。最后，基于市场本身的特点，基于网络营销的基本理论，应用营销的4P理论，做出是基于女性消费在本文的特点的网络营销策划。71017

本文借助了调研法、文献分析法、实证调研法和经验总结法等方法，研究探讨女性在网络购物时的行为特征,这是为了制定出相应的网络营销策划，有非常重要的理论参考价值，为网络营销业务的未来实现提供了基本要求。

毕业论文关键字： 女性消费特征；网络营销；策划 

Research on Network Marketing Strategy Based on Female Consumption

Abstract: With the continuous transformation of information technology, network marketing market continues to expand, and in the online shopping market, women even show a strong enthusiasm for participation. According to the China Internet Information Center's annual statistical report shows that women have become the main consumer online shopping groups, all kinds of online shopping platform for women online shopping accounted for more than 60% of the basic. With the increase in Internet penetration, the future of online shopping market will usher in more female consumers. This paper first puts forward the research background and significance of the research on the significance of the network marketing strategy based on the characteristics of female consumption, and expounds the concept and related theory of internet marketing in detail. Secondly, through the PEST analysis and SWOT analysis method, the present situation and future development of network marketing are studied deeply. Finally, based on the basic theory of network marketing, aiming at the characteristics of the market itself and applying the 4P theory of marketing, this paper puts forward the network marketing strategy based on the characteristics of female consumption.

This paper studies the characteristics of women's online consumption behavior by means of research method, literature research method, empirical research method and experience summary method, and puts forward the appropriate network marketing strategy, which is of great theoretical significance for the implementation of network marketing enterprises And reference value.

Keywords: female consumption characteristics；network marketing；strategy

目  录

绪论 1

一、网络营销的概述及相关理论 2

  （一）网络营销的概述 2

  （二）网络营销的发展 2

  （三）网络营销的相关理论 2

  1、网络整合影响理论 3

  2、直复营销理论 3

  3、网络关系营销理论 3

二、网络营销现状分析及问题 3

  （一）网络营销的宏观环境分析 3

  1、政治环境