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Introduction
Internet application being gradually widely, more and more people come into contact with internet and benefit from internet. Iresearch data show that in 2014, amount of online business transactions has reached 2800 billion yuan with an increase rate of 48.7%.
Online consumer and marketing strategy are two main elements in online business process. The internet enables consumers and companies to access and share huge amounts of information with just a few mouse click. In turn, the internet has given marketers a whole new way to create value for customers and build customer relationships. Many companies today have a substantial Web marketing presence. Online marketing is the fastest-growing form of direct marketing, which “consists of connecting directly with carefully targeted inpidual consumers to both obtain an immediate response and cultivate lasting customer relationships.” (Armstrong, & Kotler, 2011, p. 512) Nowadays network marketing strategies have been adapted by companies. A variety of internet marketing activities briskly got involved in production and management, which included online research, online advertisement, online distribution, network service and so on.
The purpose of the study on the consumers’ online shopping behavior and network marketing strategy --- taking JUMEI’s cosmetic marketing strategy as an example is to analyze factors influencing consumers’ online shopping behavior in the network environment and consumer shopping psychology and to provide feasible suggestions for JUMEI and other e-commerce companies like JUMEI.
Consumer behavior, which “is the study of inpiduals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Kuester, & Sabine, 2012, p. 110), is similar with online consumer behavior. As we all know, researching on consumer behavior brings a lot of benefits to business operators, which help companies know features of consumer behavior better, adapt consumer-driven strategies and make more profits in marketplace. And so does the online consumer behavior research. Therefore, it is significant to research online consumer behavior.
Online consumer shopping continues to grow at a healthy rate. Hence we can’t ignore online business’ influence on social and economic development. Nowadays a lot of marketers are employing integrated multichannel strategies that use the Web to drive sales. Making effective network marketing strategies is becoming more and more important to help on-line companies or shops keep regular customers and appeal to new customers. Therefore, it is very important and necessary to study on consumer online shopping behavior and network marketing strategy.
The thesis consists of five parts. First is an introduction to the purpose of the thesis and the significance of this study. Then this paper analyses factors influencing consumers’ online shopping and JUMEI’s consumer-driven marketing strategies. Besides, through analysis on the marketing strategies of JUMEI, this paper explores their marketing strategies from advertising, positioning, promotion and communicating. On the basis of JUMEI’s strategies, this paper will give some suggestions for them.
Chapter One Factors Influencing Consumers’ Online Shopping Behavior
In the introduction part, some specific data about amount of online business transactions have been given. Online consumers play a great role in online business process. This chapter will analyze factors influencing consumers’ online shopping behavior. Network business attracts large number of consumers. For online consumers, weather they choose shopping online or not is much more influenced by such factors as unique advertising, quality of products, low price and service.