天猫网店营销分析.docxVIP

目 录1、绪论12.网络营销环境分析22.1基本概念22.2网络购物成为电子商务发展的重要力量32.3网络购物市场交易规模不断扩大32.4B2C市场结构不断完善42.5天猫市场份额扩大42.6移动网民不断增多52.7移动购物交易规模增速迅猛52.8移动购物市场格局稳定62.9网络广告市场规模不断扩大62.10网民关注购物类广告63.天猫商城现状和经营环境分析73.1网站简介73.2天猫简介83.3天猫商城和淘宝网的关系83.4天猫SWOT分析93.5天猫营业额分析124.营销策略分析154.1巧用广告策略154.2旗舰店与专营店共赢策略154.3双十一活动促销策略165.存在问题分析175.1网店转让问题175.2网店刷分问题175.3网店刷分产业涌现175.4 安全问题令人担忧176.解决措施186.1学会鉴别刷分186.2建立?网络诚信体系186.3建立完善的支付体系18结论20致谢21参考文献22摘 要随着网络科技的不断更新和完善，互联网成为了我们生活的一部分，网络营销成为了新的经济热点，随之应运而生的便是网络购物，方便快捷的方式成为众多网民的挚爱，为现代快节奏的生活增添了几分色彩，说到网络购物，我们最先想到的便是阿里巴巴旗下的淘宝网，淘宝网是电子商务发展下的产物，它改变了中国电子商务的格局，电子商务已经被广大中小企业认可，淘宝购物成为了新时尚。本文通过对淘宝和天猫交易数据额作对比，从行业现状开始，分析网络营销环境，从而通过往年营业收入变化趋势来分析天猫网络营销策略的效果，并结合天猫网店的信用问题和刷分问题、旗舰店和普通店的对比进行深入探究，找出其中存在的各项问题并提出解决措施。关键词：网络营销 天猫网店 营销策略 网店信用 网店刷分AbstractAlong with the continuous renewal of network technology and improvement of the Internet has become part of our life, the network marketing has become a new economic hot spots, then arises at the historic moment, is the network shopping, convenient and quick way to become the love of many netizens, added a few minutes for the modern fast-paced life colour, when it comes to online shopping, we think of first is alibabas taobao, taobao is the product of the electronic commerce development, it has changed the pattern of Chinas e-commerce, e-commerce, small and medium-sized enterprises have been taobao shopping has become a new fashion.Cat based on taobao and day trading data comparison, starting from the industry status quo, analysis of network marketing environment, thus revenue trend through normal cat the effect of network marketing strategy, to analyze the day and day cat store credit and I problems, flagship stores and delve into ordinary shop contrast, find out the problems and solutions are put forward.Keyword: network marketing Day cat shop marketing strategy Store credit 1、绪论随着电子商务发展越来越快，竞争越来越激烈，传统的营销模式营销理念已经不能完全适应市场发展的要求。电子商务行业要想保持快速稳定的发展就要创新，正是在这样一个大的环境下，本文将天猫商城作为研究案例，在营销战略和营销组合理论的指导下运用深度访谈法，SWOT等经典营销分析工具。对国内电子商务企业在新经济环