双学位天猫商家网络营销策略浅析本科毕设论文.docVIP

1 绪论 1 1.1 研究背景 1 1.2 研究思路与目的 1 2 网络营销理论概述 2 2.1 网络营销的定义 2 2.2 网络营销的理论基础 2 3 天猫商家网络营销环境分析 3 3.1 我国网络购物市场宏观环境 3 3.2 天猫商家网络营销SWOT分析 4 3.2.1 优势与劣势分析 4 3.2.2 机会与威胁分析 6 4 天猫商家网络营销策略分析 8 4.1 保障性网络营销策略一以淘宝平台为依托 8 4.1.1 借力大淘宝战略，实现自我发展。 8 4.1.2 优化购物体验，提供优质服务。 9 4.1.3 主动承担风险 10 4.2 拓展性网络营销策略——以多渠道建设为特色 12 4.2.1 传播品牌文化 12 4.2.2 推动渠道建设 13 4.2.3 线上线下协同发展 13 5 天猫商家的实证研究——以OSA官方旗舰店为例 15 5.1 OSA官方旗舰店简介 15 5.2 OSA官方旗舰店的网络营销策略 15 5.2.1 店铺建设科学合理 15 5.2.2 产品设计有针对性 16 5.2.3 价格设定有区分度 17 5.2.4 微博营销继续跟进 18 5.3 OSA官方旗舰店的营销成果 18 5.4 OSA官方旗舰店的网络营销启示 19 结束语 21 致 谢 22 参考文献 23 摘 要 随着互联网迅速渗透到社会生活的方方面面，商务活动也随之发生了重大变化。近几年，B2B、B2C、C2C发展异常迅猛，利用网络进行商业活动逐渐成为商家们实现营销目标的重要的手段。企业越来越重视互联网的重要性，纷纷电子商务，开拓网络营销渠道以增强自身在经济的竞争力。 阐述网络营销的相关理论，分析天猫商家网络营销环境及目前存在的问题，从保障性策略、根本性策略和拓展性策略三个方面探讨网络营销策略。最后，入驻天猫的OSA(欧莎)官方旗舰店为例，对网络营销策略。关键词：天猫；商家；网络营销；策略 Abstract With the rapid penetration of the Internet in all aspects of social life, business activities also will be changed significantly. In recent years, B2B, B2C, C2C extraordinarily rapid development, using the Internet for commercial activities gradually become businessmen to achieve marketing goals important means. Increasing emphasis on the importance of the Internet companies, have borrowed the convenience of e-commerce, and actively explore online marketing channels in the network in order to enhance their competitiveness in the economy. This paper first describes the theory of network marketing, and then analyzes the Lynx network marketing business environment and the current problems, and from the security strategy, policy and outreach strategies fundamental three aspects of network marketing strategies. Finally, this paper settled day cat OSA (Osoyoos) official flagship store, for example, online marketing strategies for businesses to demonstrate analysis. This paper attempts to integrate theory with practice methods in order to provide a reference for other companies with the help of the theory of value. Keywords: Lynx; businesses; online