淘宝网网络营销策划研究.docxVIP

淘宝网网络营销策略研究 摘要：互联网技术的不断发展与完善，引发了网络营销的迅猛发展。目前，淘宝网依托阿里巴巴集团成为国内C2C电子商务网站中，成长最成功、最快的案例，不断提升网站的运营能力，以提供具有本土特色的电子商务平台服务为宗旨，不断完善和发展。淘宝网在营销策略方面，虽然使用灵活多样的广告营销策略、体验营销策、品牌营销策略略传递品牌信息，但是，并没有建立整体的营销体系的淘宝网，使其在实践中采用的营销策略不能相互支撑和联合，达到最优的营销效果。因此，对淘宝网的营销组合策略进行研究，可以使人们比较清晰的认识网络营销市场，指导淘宝网的营销实践，完善相关的理论研究。 关键词: 网络营销，淘宝网，营销策略  Abstract：The continuous development of internet technology and improvernent has led to a rapid development of network marketing. significanee.Taobao is C2C e-commerce site,the fastest growing and most successfulexample,which rely on the Alibaba Group,and constantly improve our website operators the ability to provide local characteristics of e-commerce platform services the perpose of continuous improvement and development.In marketing strategy,Taobao take the form of flexible and diverse brand markcting strategy,experiential marketing strategy,advertising marketing strategy to convey the brand message,but did not establish the over all marketing system,marketing strategy so that it can not be used in practice and support eaeh other in ajoint to achieve optimal marketing.Therefore,the marketing mix strategy Taobao researeh,you can makeit to the online marketing has a clearer understanding of the marketing practiee for Taobaoto provide guidance,and theoretical research related to the role played forward. Key words: The Online Marketing,T,Marketing strategy  目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc 一、绪论 PAGEREF _Toc \h 4 HYPERLINK \l _Toc （一）研究背景和意义 PAGEREF _Toc \h 4 HYPERLINK \l _Toc （二）研究方案和内容框架 PAGEREF _Toc \h 4 HYPERLINK \l _Toc 1、研究方案 PAGEREF _Toc \h 4 HYPERLINK \l _Toc 2、内容框架 PAGEREF _Toc \h 4 HYPERLINK \l _Toc 二、淘宝网网络营销的主要策略 PAGEREF _Toc \h 5 HYPERLINK \l _Toc （一）搜索引擎营销 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 1、搜索引擎的分类 PAGEREF _Toc \h 5 HYPERLINK \l _Toc 2、搜索引擎对网络营销的作用 PAGEREF _Toc \h 5 HYPERLINK \l _Toc （二）许可Email营销策略 PAGEREF _Toc \h 6 HYPERLINK \l _Toc 1、许可Email营销的现状 PAGEREF _Toc \h 6 HYPERLINK \l _Toc 2、许可Email营销的优势 PAGEREF _Toc \h 6