天猫商城营销策略研究..docVIP

毕业设计（论文） 天猫商城营销策略研究 The Marketing Strategy Research of Tmall 论文题目： 长 春 工 程 学 院 摘 要 随着经济的发展,近几年我国的电子商务从最开始的星星之火到如今已成燎原之势,各种网上购物平台如雨后春笋般涌现出来,电子商务越来越渗透到人们的生活当中。2012年我国B2C行业更是蓬勃发展，未来电子商务发展中，无疑B2C将占据越来越重要的地位，发展潜力巨大。虽然我国的电子商务行业起步迟缓，但是随着我国经济的快速发展，已经经济全球化的进一步加快，我国的电子商务发展迅速，并且各类电子商务企业竞争相当激烈，正因为这个原因，所以很多都还没有处于盈利阶段。现在随着人们的生活节奏加快，很多人已经不愿意把时间花费出去购物上，这使得人们更多的去关注网络购物网上消费，而目前我国的电子商务又不是特别成熟，因此我们选取天猫商城进行分析研究，在营销战略理论和营销组合理论的指导下，运用SWOT等经典分析工具，考察天猫商城的营销策略；从电子商务的发展进行回顾，希望能够对我国的电子商务发展做一个比较全面的总结，以此对天猫商城的营销策略做出系统的研究，结合目前消费者的亲身体验，总结其中的成绩，发现其中的问题，然后针对问题制定出解决方案，帮助消费者来正确认识和使用网络购物，同时使得电子商务行业更好的为消费者服务。本文将从从产品，价格，促销，支付，配送五个环节对天猫商城的营销策略进行了总结并提出了完善建议。 关键词 电子商务 营销策略 天猫商城 Abstract With economic development in recent years, Chinas e-commerce from the beginning of the spark has become a prairie fire, a variety of online shopping platform mushroomed to emerge, e-commerce increasingly penetrate into peoples lives. 2012 Chinas B2C industry is booming e-commerce development in the future, no doubt B2C will occupy an increasingly important position and huge development potential. Although Chinas e-commerce industry started slow, but with Chinas rapid economic development has further acceleration of economic globalization, Chinas rapid development of electronic commerce, and all kinds of e-commerce business is highly competitive, precisely for this reason, so many are not yet in profit stage. Now accelerate the pace of life with people, a lot of people have been reluctant to spend the time to go shopping, which allows people to pay attention to online shopping online spending, Chinas e-commerce is not particularly mature, so we select Tmall analysis and study, under the guidance of the theory of marketing strategy and marketing mix theory, the use of the classic SWOT and other analysis tools, to study the marketing strategy of Tmall; review from the development of electronic commerce, and want to be able to do a more comprehensive e-commerce development in China