摘要：据统计，截至2012年12月底，我国网民规模达到了5.64亿，全年共计新增网民5090万人。互联网普及率为42.1%，网络购物市场交易金额达到12594亿元，较2011年增长66.5%。2012年网络零售市场交易总额占社会消费品零售总额的6.1%。我国B2C电子商务市场以其特有的方便快捷、简单高效的特点，深深地吸引了广大消费者的眼球，赢得了大家的认可。尤其是自1998年“电子商务年”以来，我国B2C电子商务市场得到了迅速发展，用户数量呈现爆发式增长，交易平台数量不断增加，交易额直线上升。在B2C电子商务市场高速发展的同时，也存在消费者对其各方面的质疑，例如对有关商品质量的投诉、售后服务的不满等。对于我国B2C电子商务企业而言，其营销策略还存在诸多问题，电商企业不能巧妙地将其营销策略与消费者的需求相结合，营销策略具有较大同质化因素，策略组合过于单一，缺乏独特的具有竞争优势的营销策略。

　　　本文主要是通过对我国B2C电子商务市场现状的分析总结，结合消费者心理与B2C电子商务市场的特点，进行有关的营销策略分析。消费者心理及行为与我国B2C电子商务企业的市场营销活动之间有着极为密切的内在联系，二者相互影响，相互作用。研究消费者的消费心理需求、购买动机的产生以及最终消费行为的实现，是我国B2C电子商务企业开展市场营销活动、提高产品市场占有率、实现企业经营目标的首要课题。

关键词：消费者心理；B2C电子商务；营销策略

ABSTRACT：According to statistics, as of the end of December 2012, China's netizens reached 564 million, the annual total of new Internet users is 5090 people. Internet penetration was 42.1%, online shopping market transactions amounted to 1.2594 trillion yuan, an increase of 66.5% compared with 2011. 2012 online retail market transactions of total retail sales of social consumer goods 6.1%. B2C e-commerce market of its unique convenient, simple and efficient features, deeply attracted the attention of consumers, has won everyone's approval. Especially since 1998, "e-commerce Year", China's B2C e-commerce market has been developing rapidly, the number of users show explosive growth, an increasing number of trading platform, trading volume soared. B2C e-commerce market is in the high-speed development, there are also consumers of their various aspects of the question, such as complaints about the quality of goods, service dissatisfaction. B2C e-commerce businesses for our country, its marketing strategies are still many problems, electrical and commercial enterprises can not skillfully its marketing strategy and consumer demand combined with a larger marketing strategy homogenization factors, strategic portfolio over a single, lack unique competitive marketing strategy.

　　This article is mainly on China's B2C e-commerce market through the analysis of the status summary, combined with consumer psychology and B2C e-commerce market characteristics, carry out the marketing strategy analysis. Consumer psychology and behavior of B2C e-commerce marketing activities between enterprises has a very close relationship, the two influence each other and interact. Psychological needs of the consumer, buying motives generation and realization of the ultimate consumer behavior, is China's B2C e-commerce enterprises to carry out marketing activities to increase market share and achieve business objectives of the primary subject.

Keywords: consumer psychology; B2C e-commerce; marketing strategy