毕业设计(论文)-阿里妈妈的营利模式以及网络营销策略.doc

单 位 计算机09-1班 学 号 电子商务论文 （信息管理于信息系统） 阿里妈妈的营利模式 以及网络营销策略 姓 名 XXX 专 业 信息管理与信息系统 指导教师 XXX 江西农业大学南昌商学院 二0一一年十二月 江西农业大学南昌商学院 摘 要 PAGE 2 I 摘 要 阿里妈妈是一个综合性第三方网络广告联盟平台，其商业模式是一个C2C融合B2C的网络广告联盟交易平台。本文阐述了网络广告联盟与网络广告联盟平台的关系，从产业链、资金流、信息流角度详细分析了阿里妈妈的商业模式，并从对网络广告联盟市场的竞争格局分析总结中得出了阿里妈妈需要阿里集团资源的支持，与淘宝捆绑发展以实现独特竞争优势，以及网络联盟平台发展需要凝聚力量、依附于强势网络集团以站稳脚跟进而取得发展的结论。阿里妈妈的转型一方面反映出网络广告联盟平台商业模式与网络广告联盟市场动态的调整适应性，另一方面反映出了网络广告联盟平台的不成熟，其发展是一个曲折中探索前进的过程。本文还指出网络广告联盟平台要真正强壮，更要自强不息，发掘核心竞争力。 【关键词】阿里妈妈，网络广告联盟，网络广告联盟平台，商业模式 江西农业大学南昌商学院 Abstract II Abstract Ali Mama is a comprehensive third-party network ad networks platform, its business model is a fusion of B2C C2C network advertisement Union trading platform. This article explained has network advertising Union and network advertising Union platform of relationship, from industry chain, and funds flow, and information flow angle more analysis has Ali mother of commercial mode, and from on network advertising Union market of competition pattern analysis summary in the came has Ali mother needs Ali group resources of support, and Taobao bundled development to implementation unique competition advantage, and network Union platform development needs condensed forces, and attached Yu strong network group to stand heel turn made development of conclusions. Ali Mama transition on the one hand reflects the Union platform business model of online advertising and online ad networks market adjustment of dynamic adaptability, on the other hand reflect the immaturity of ad networks out of the network platform, its development is a process of exploring the way forward in twists and turns. This article also points out that the network advertising Alliance platform to really strong, but also to strive, explore the core competitiveness. 【Key Words】Ali Mama, network of ad network