The Adaptability between Consumer Behavior and Marketing Strategies on E-Commerce Platforms

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摘要

This paper focuses on exploring the adaptability between consumer behavior in the e-commerce environment and the marketing strategies of platforms, aiming to provide theoretical references and practical suggestions for e-commerce enterprises to optimize their marketing decisions. By reviewing relevant literature on consumer behavior and e-commerce marketing, combined with analysis of typical industry cases, the study identifies key characteristics of consumer behavior in the digital age, including information search habits, purchase decision-making factors, and post-purchase behavior patterns. It then examines common marketing strategies adopted by e-commerce platforms, such as personalized recommendation, social marketing, and promotional activities, and analyzes the matching degree between these strategies and different types of consumer behavior. The research finds that the effectiveness of e-commerce marketing strategies largely depends on their alignment with the psychological needs and behavioral preferences of target consumers. For example, personalized recommendation strategies are more suitable for consumers with obvious personalized needs and low time costs, while social marketing strategies are more effective for consumers who are easily influenced by social relationships and seek social identity. Additionally, the study points out that with the continuous evolution of consumer behavior, e-commerce platforms need to dynamically adjust their marketing strategies to maintain long-term adaptability. This paper enriches the research on the interaction between consumer behavior and e-commerce marketing, and provides practical guidance for e-commerce enterprises to improve marketing efficiency and enhance consumer loyalty.

文献引用

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