推广的成败取决于推广对象的反应，如果推广的目标对象与实际的推广对象不一致，将导致推广的彻底失败，因此济南网络推广的对象分析是推广成功的前提。例如，企业的产品为老年保健品，企业如想通过网络推广直接向老年人推广其产品是很不现实的，因为老年消费者极少上网，但是企业通过分析上网消费群为中青年消费者，则可以通过突出两代亲情为主题的产品推广得到不错的成效。因此，全面分析网络消费者是网络推广成功的前提。
Promotion success depends on the promotion of the object's response, if the promotion of target object and the actual extension of the object is not consistent, will lead to the promotion of the total failure, so Ji'nan network promotion of the object analysis is the premise of the promotion of success. For example, the company's products for the elderly health care products, companies such as to promote direct to the elderly through the network to promote their products is very unrealistic, because the elderly consumers rarely access, but the company through the analysis of online consumer groups for young consumers, you can promote the theme of the product by highlighting the two generation of products to get good results. Therefore, the comprehensive analysis of network consumers is the premise of the success of the network.
1．网络消费者基本情况分析
1 network consumer basic situation analysis
互联网作为新兴的全球最大的信息库，涉及人类生活的方方面面，如零售业、通讯业、教育、政府、娱乐、保健等等，基本上各行业都可以利用互联网推广自己的产品和服务，互连网是各商家的必争之地。然而，互联网作为科技发展的产物有特殊之处，其科技含量高，是近些年发展起来的新鲜事物，这就决定了网络使用者的特点。据统计，经常上网的用户中，中国大陆男性占87％，女性约占 13％，而网络发展快于大陆的台湾地区，男性网民约占70％，女性约占30％，可见网络发展越快的地区女性网民所占比例越大，从另一方面说明，目前中国网络潜在的女性用户数量很大。从上网用户的年龄分析，绝大多数网民的年龄为20 ～35岁之间，占用户总数约80％，也就是说，中青年是网络推广的目标消费群体。上网用户职业的统计显示，计算机行业从业人员的上网人数最多，其次是学生和教育、科研部门的工作人员。而从网络用户的收入情况看，中等收入者上网最多，上网者的月收入多为400一l 000元人民币。收入400元以下的用户占 7％，400～1 000元的占58％，1 000～2 000元的占32％，2 000元以上占3％。
Internet as a new world's largest repository of information, involving all aspects of human life, such as the retail industry, communication industry, education, government, entertainment, health care and so on, each industry can use the Internet to promote their products and services, the Internet is the business battleground. However, as the product of the development of science and technology, the Internet is a special place, and it is a new thing which is developed in recent years, which determines the characteristics of the network users. According to statistics, the Internet users in China, the mainland of China accounted for 87% of men, women accounted for about 13%, and the network development faster than the mainland of Taiwan, about 70% of men, women accounted for about 30%, showing that the faster the network development of female Internet users accounted for a large proportion, from the other side, the number of female users of China's network is very large. From the age of the Internet users, the vast majority of Internet users aged between 35 to 20 years old, accounting for about 80% of the total number of users, that is, the network of young people is the target consumer groups. Statistics show that the number of Internet users in the computer industry is the most, followed by students and education, scientific research departments of the staff. And from the network user's income situation, the average income of the Internet is the most, and the monthly income of the Internet is more than 400 l 000 yuan. The user accounts for 400 of the income of 400 yuan, 58% ~ 1000 yuan accounted for 1000, 32% ~ 2000 yuan accounted for 2000, 7% yuan accounted for 3%.
2．网络消费者上网时间分析
2 time analysis of Internet Consumers
根据美国某公司提供的全球互联网用户的调查报告，有45％的人在工作时间或学校上网，互联网不仅可以用于工作中的信息收集，提高工作效率，也是人们的休闲方式。该公司还统计了用户的上网时间，全球每周上网5个小时以内的用户占上网总人数的5％，5～20小时的常用者占55％，而超过20小时的爱好者占40％。另外，根据网上关于参与互联网国际促销目的的调查，浏览占使用类型的72％，收发电子邮件占65％，其余用途占20％一30％，由此可见，用户上网主要以获取信息为目的。
According to a company in the United States to provide global Internet users survey report, 45% of people in the working hours or school Internet, the Internet can not only be used in the work of information collection, improve work efficiency, but also people's leisure. The company also statistics the user's Internet time, the global Internet users accounted for 5 of the total number of users in the Internet 5% hours a week, 5 to 20 hours of the commonly used, and more than 20 hours of 40%. In addition, according to the Internet in the Internet for the purpose of the survey, the use of the type of survey, 72%, send and receive e-mail accounted for 65%, and the rest of the 30% 20%, thus, the user access to the Internet is mainly for the purpose of obtaining information.
3．上网企业使用目的分析
3 Internet companies use purpose analysis
企业上网除了收集资料、对外联络，还开展销售产品提供服务、购买产品与服务等。据某互联网企业使用情况的统计数据显示，企业上网主要用于与他人合作的占54％，发布信息的占33％，收集信息的占77％，研究竞争对手的占 46％，销售产品和提供服务的占13％，购买产品与服务的占23％。
In addition to the collection of information on the Internet, external contact, but also to carry out the sale of products to provide services, the purchase of products and services, etc.. According to the statistical data of an Internet company, the company mainly used to work with other people to cooperate with others, publish the information of 33%, collect the information of 77%, research competitors accounted for 46%, sales of products and services accounted for 13%, the purchase of products and services accounted for 23%.
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