淘宝个人网店营销研究毕业论文.doc

毕业论文（设计） 题 目： 淘宝个人网店营销研究 系部名称： 商学系 专业班级： 营销101班 学生姓名： 李 根 学 号： 201004024121 指导教师： 周常宝 教师职称： 讲师 2014年3月21日 摘 要 随着科技的发展，网购逐渐成为我们生活中不可缺少的部分，越来越多的消费者不满足于现实的消费，网络购物的兴起不仅给人们生活带来了极大的便利，还带来了新的互联网经济模式。同时，伴随着迅速崛起的C2C模式，这就使得网购成为现代消费的主流，淘宝个人网店的开设，充分满足消费者的消费欲望，使网店这种消费模式成为市场的推动力。如今我国互联网正是高速发展时期，C2C电子商务模规模将持续快速增长，并且，随着网购模式的加深，更多商品加入了网购行列，给消费者的购买提供了更大的选择。 经过几年互联网的飞速发展，国内形成了多个C2C市场的局面，而淘宝作为后起之秀，很快便占据垄断地位，但同时，面对激烈的竞争，淘宝也面临巨大的挑战，淘宝能否保持领先的地位，需要有更合适的盈利模式。因此，研究淘宝的营销策略对淘宝的发展将有重大意义。 本文通过对营销相关理论的分析，采用比较分析法对淘宝进行剖析，研究淘宝网的内外部环境和宏观环境，对淘宝的营销策略进行探讨和研究，并提出相应的营销策略和发展模式，巩固淘宝的优势竞争地位，对我国C2C市场的发展提供营销策略的发展建议和实践价值。 关键字：C2C,淘宝，营销策略，网店 Taobao shop Personal Marketing Research Abstract With the development of technology, online shopping is becoming our indispensable part of life, more and more consumers are satisfied with the reality of the consumer, the rise of online shopping is not only to peoples lives brought great convenience, but also bring the new Internet economy. Meanwhile, along with the rapid rise of C2C mode, which makes online shopping into the mainstream of modern consumption, personal Taobao shop opened, and fully meet the consumers desire to make this consumption pattern shop to become the driving force of the market. Today is the rapid development of Chinas Internet era, C2C e-commerce will continue to grow rapidly scale die, and, with the deepening of online shopping patterns, more goods joined the ranks of online shopping, purchase offers to consumers greater choice. After several years of rapid development of the Internet, the formation of a number of domestic C2C market situation, and Taobao as a rising star, will soon occupy a monopoly position, but at the same time, in the face of fierce competition, Taobao also faces enormous challenges, Taobao can maintain leading position, the need for more appropriate profit model. Therefore, the study of Taobao marketing strategy development will have great significanc