淘宝商城大学生市场营销策略研究---毕业论文.doc

淘宝商城大学生市场营销策略研究 作者： 专业班级： 指导教师： 摘要 淘宝商城自2008年4月成立以来，至今已整合数千家品牌商、生产商，为商家和消费者之间提供一站式解决方案。提供100%品质保证的商品，7天无理由退货的售后服务，以及购物积分返现等优质服务。品牌商、生产商 Marketing strategy research on college students` market for Taobao Mall Abstract: Ever since its establishing in April 2008, TaobaoMall have integrated thousands of brand owners and manufacturers, providing the merchans and customers with one stop solutions. 100% quality guaranteed goods、Seven days without reason return after-sales service and shopping integral return now service are all its services. Research has suggested that college students are in high rate internet penetration, are willing to try something new,and will be the fresh trooops of online shoping. They are also supposed to be the mainstream crowd for online shoping in the future. In this paper, I will find out its problems through analysising its marketing management situation. And then I wil design questionnaires to go on a depth interviewing, finding out rules and characteristics of college students online shoping. Mix the newest research achievement in E-commerce especially B2C、the ideas of the E-commerce employees、the dovelopment plans of brand owners and manufacturers and my creating thinking together to make marketing strategy on college students` market for Taobao Mall,thus meeting the shopping demand of college students. Key words: Taobao mall students` market B2C Marketing strategy 目录 第一章 前言 1 1.1 问题的提出 1 1.2 文献综述 2 1.3 研究方法 2 第2章 淘宝商城简介 3 第3章 淘宝商城营销现状及存在的问题分析 4 3.1 淘宝商城营销现状 4 3.1.1 定位中低客户群 4 3.1.2从免交易费向有偿增值服务方式转变 4 3.1.3 从单纯的买方市场定位向混合市场定位转变 4 3.1.4 由厂商自由定价 4 3.1.5 放心承诺 5 3.1.6 广告策略 5 3.1.7 平台垂直化，优化消费体验 6 3.2 存在的问题分析 6 3.2.1 同种商品价格竞争激烈 6 3.2.2 用户体验差 6 3.2.3 单一商家无力进行单独的营销活动 7 3.2.4 交易量及信用无实际意义 7 3.2.5 物流问题难以解决 8 3.2.6 基本无会员管理 8 3.2.7 售后服务形同虚设 8 第4章 营销环境分析 8 4.1 宏观环境分析 8 4.1.1 政治环境 8 4.1.2 经济环境分析 9 4.1.3 社会环境分析 10 4.1.4 技术环境分析 11 4.2 行业环境分析 11 4.3 产业竞争环境分析 12 4.3.1 产品制造商分析 13 4.3.2 电子商务B2C厂商分析 13 4.3.3 第三方支付平台分析 15 4.3.4 物流配送分析 15 4.3.5 大学生消