摘要：针对网络经济带来的巨大变化，探究网络消费者行为，对厂商来说无疑具有重要的意义。课题通过研究南京市网络消费者行为，试图为广大厂商开拓南京网络经济市场提供有针对性的策略。笔者在研究本课题过程中，首先搜集了大量的关于南京市市民的消费水平资料、儿童玩具市场的分析资料、网络消费者的消费行为资料以及相关性文献资料和电子资料，在此基础上进行分析、整理和归类。第二，通过对课题进行研究，为课题立提纲。课题第一步大致阐述网络消费者普遍行为特征；第二步分析南京市网络消费者主要行为特点；第三步南京市网络消费者盲目消费行为及其出现的原因; 第四步引导南京市网络消费者理性消费；第五步厂商针对性策略分析。笔者认为，这样的提纲利于凸显题目主要内容。本课题借助“南京市儿童桌面玩具”来探究“南京市的网络消费者行为与厂商对策分析”，缩小了研究的范围，有利于研究更为详细，更具实用性。笔者为课题提供了大量的图表，更具有可视性和研究性。35270
毕业论文关键词：网络经济; 消费者 ; 行为; 厂商; 对策
Nanjing Children Desktop Toys Online Consumer Behavior and manufacturers Countermeasures
Abstract: It is important for manufacturers to explore the network of consumer behavior with the great change in the net economy. In this paper author try to provide targeted strategies for manufacturers to open up the market in Nanjing Network Economy by studying consumer behavior in Nanjing Network. First, the author collect a lot of people's consumption level on the Nanjing information, analyzes data on the children's toy market, consumer behavior data network and the relevance of documents and electronic data, on the basis of the analysis, sorting and classification. Second, the author analyzes the main consumer behavior characteristics of Nanjing network. Third, the author analyzes the causes of Nanjing network consumer behavior and the emergence of mindless consumption. Fourth, the author wrote a how to guide consumers to rational consumption of Nanjing network. Fourth, the author guide rational consumption online consumers in Nanjing. Last, the author analyzes the different strategies between manufacturer and merchants. I believe that this is conducive to highlight the topic outline main content. In order to study in more detail, more practical, by means of this project, "the Nanjing Children's Desktop toy" to explore "network of consumer behavior in Nanjing and manufacturers countermeasures", narrowing the scope of the study. The author provides a number of issues charts, more visibility and research.
Key Words：network economy, consumer, behavior, manufacturer, counterplan.
目 录
一、绪论 1
（一）研究背景 1
（二）研究目的及意义 1
（三）研究的内容 2
（四）网络消费者行为国内外研究现状 3
二、南京市儿童桌面玩具网络消费者行为研究 6
（一）注重产品质量安全 6
（二）追求产品新奇趣 7
（三）重视智力开发产品 8
（四）追求产品价格合理 8
三、南京市儿童桌面玩具网络消费者问题研究 9
（一）消费者行为的盲目性 9
（二）消费者行为的随从性 9
（三）信息搜集不全面 9
（四）比较选择困难 10
（五）小结 10
四、南京市儿童桌面玩具网络消费者引导方式研究 11 南京儿童桌面玩具网络消费者行为与厂商对策分析:http://www.751com.cn/jingji/lunwen_33123.html