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摘要在信息技术、空间技术和数字内容快速发展的今天，沉溺于网络已经成为人们最为平常的生活方式。在这一趋势的引导下，原来横亘在不同媒体之间、媒体与信息服务商之间、线上资源与线下实体的界限也已经逐渐变得模糊，从而衍生出的电子商务这一产业也发展迅速。在众多细分市场中，母婴消费市场也不可避免地被卷入到电子商务市场的浪潮中来。46771
当今消费者对母婴产品的注重逐日增加，然而却又对母婴产品的质量持怀疑的态度，制定怎样的营销策略才能打开消费者的心结，怎样使母婴电商平台茁壮成长成为值得思考的问题。本文希望对电子商务环境下的母婴产品消费者的行为进行分析，找出口碑传播理论、意见领袖理论对电子商务环境下母婴产品消费者的影响及其影响因素，据此为母婴电子商务平台提出营销策略的建议。
本文首先对消费者行为理论和当今母婴电子商务平台的现状进行综合叙述，然后分析总结我国母婴电子商务平台目前所存在的问题，之后再针对目前较大的两个母婴电子商务平台（红孩子、宝宝树）进行案例分析，结合分析结果制定调查问卷，在对母婴产品消费者的调查后，进行分析，最终进行总结分析得出影响消费者行为的几大因素，并对怎样促进母婴电子商务的营销提出建议。
由于我国母婴产品发生过重大安全质量事故，所以在母婴产品消费者心理建立起良好的企业形象至关重要，本文研究结果，为母婴电子商务企业提出的营销策略建议：1、母婴电子商务平台可以通过优化口碑传播、提高用户购物体验、加强领袖意见作用、加强网站对用户的黏着度来优化母婴电商平台的营销策略。2、目前国内母婴电商平台分为以营销为主的购物平台和以育儿为主的母婴社区。两种平台各有特色，所以如果国内的母婴电商平台可以相互结合，是“价格战”与“情感营销”相结合的方式来进一步提高营销策略。3、在这两点的基础上建立起良好的企业形象，从而增强口碑营销。
本文的研究意义在于，针对我国目前母婴市场的严峻形势以及国内母婴产品的特点，通过理论和实际相结合，分析营销消费者购买行为的因素，从而为我国母婴电子商务平台提出切实可行的网络营销建议，以推动我国母婴市场健康的发展，还婴幼儿一个更好的生长环境。
关键词：母婴电子商务平台；消费者；口碑营销；意见领袖；用户粘着力
Abstract
With the rapid development of information technology, space technology and digital content today, indulging in the network has become the most common way of life for the people. In this trend, under the guidance of the original, lie in between different media, media and information between service providers, online resources and entities under the line boundaries also has gradually become blurred, which are derived from the electronic commerce industry also developed rapidly. In many market segments, maternal consumption market will inevitably be involved in the tide of the market in electronic commerce.
Today's consumers to increase focus on maternal and child products daily, but also on the quality of maternal and child products skeptical, in order to develop marketing strategies to open consumer knot, how to make business platform of maternal grow sturdily become a question worth considering. This paper hopes to analyze the e-commerce environment of maternal and child products consumer behavior, find out the factors of word-of-mouth communication theory, the theory of opinion leaders influence on maternal and child products consumers under the e-commerce.
Firstly, the status of the theory of consumer behavior and the vertical e-commerce platform for a comprehensive description, then analyzed the e-commerce platform of China's maternal and child problems, then according to the larger of the two vertical e-commerce platform (red child,baby tree) for case analysis, combined with the results of questionnaire, the analysis in the investigation of maternal and child products, consumers, finally analyzed several factors that influence consumer behavior, and puts forward some suggestions on how to promote their e-commerce marketing.