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With the proliferation Internet technology, online marketing has become increasingly popular among consumers. The e-commerce enterprises need to continuously improve their online marketing strategies based on consumer psychology. This paper firstly sums up the relevant theories on consumer psychology, and then carries out a questionnaire survey on online consumers in China. The survey data were analyzed to innovate the online marketing strategies of e-commerce enterprises. The results show thatdoi:10.24205/03276716.2020.304 fatcat:ptlhcqk6ebbldogdbe6quhp7ny