摘要
本文探讨消费者行为的演变趋势及其对营销策略的影响。随着科技的进步和市场的变化，消费者行为经历了显著的转变，从传统的线下购物到线上购物，再到现在的全渠道购物体验。文章分析了消费者需求的个性化、信息获取渠道的多样化以及社交媒体对购买决策的影响。在此基础上，提出了营销策略需要适应性调整，包括利用大数据分析消费者行为、采用多渠道营销策略、强化社交媒体互动以及提供个性化体验等。企业只有不断适应消费者行为的变化，才能在竞争激烈的市场中保持优势。
关键词： 消费者行为；营销策略；社交媒体影响；个性化营销
Abstract
This paper explores the trend of consumer behaviour evolution and its impact on marketing strategies. With the advancement of technology and changes in the market, consumer behaviour has undergone a remarkable transformation, from traditional offline shopping to online shopping and now to omni-channel shopping experience. The article analyses the personalisation of consumer needs, the diversification of information access channels and the impact of social media on purchase decisions. On this basis, it proposes that marketing strategies need to be adapted, including the use of big data to analyse consumer behaviour, the adoption of multi-channel marketing strategies, the strengthening of social media interaction and the provision of personalised experiences. Only by constantly adapting to changes in consumer behaviour can companies maintain an advantage in a competitive market.
Key words： Consumer behaviour; Marketing strategy; Social media influence; Personalised marketing
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