基于AIDA模型对淘宝网店宣传策略的思考.docVIP

基于AIDA模型对淘宝网店宣传策略的思考 摘要 淘宝网的销售占据了国内C2C的百分之八十的份额，而各种原因又造成了不同卖家之间的差别巨大，笔者认为宣传是其中最为重要的原因。宣传的目的是缩短消费者与商家的距离。如果将宣传视为一种服务，就可以将服务的五差距模型思想引进到宣传中来，结合广告的AIDA模型，将AIDA模型中各步之间视为宣传的差距,分别命名为：接触差距、情感差距、需求差距、行动差距、重复差距。本文笔者基于宣传的五差距模型、从实际操作的角度论述了如何有效的缩短淘宝网店宣传的五个差距。 关键词：淘宝网店 AIDA模型 宣传差距 Abstract The turnover in Taobao net takes eighty percent of C2C market in China. There is a great different between different sellers because of kinds of reasons. I think the main reason is propaganda. The objective of propaganda is shorten the gaps between customers and sellers. If we regard propaganda as a kind of service, we can bring the main ideas of Five-Gap Model of Service into propaganda. On the basis of AIDA model in advertising, we treat every step of AIDA model as a gap in propaganda. This paper names them Access-Gap、Heart-Gap、Desire-Gap、Action-Gap、Repeat-Gap. Base on this Five-Gap model of Propaganda, this paper discusses how to shorten these gaps in the propaganda of net shop in Taobao net from a practical viewpoint. Key words: net-shop in taobao net , AIDA model, gaps in propaganda 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc167615158 一、研究背景及目的 PAGEREF _Toc167615158 \h 1 HYPERLINK \l _Toc167615159 二、理论基础. PAGEREF _Toc167615159 \h 1 HYPERLINK \l _Toc167615160 三、接触差距 PAGEREF _Toc167615160 \h 3 HYPERLINK \l _Toc167615161 （一）寻找求购信息。 PAGEREF _Toc167615161 \h 3 HYPERLINK \l _Toc167615162 （二）增加接触机会 PAGEREF _Toc167615162 \h 3 HYPERLINK \l _Toc167615163 （三）Email营销 PAGEREF _Toc167615163 \h 4 HYPERLINK \l _Toc167615164 （四）友情链接 PAGEREF _Toc167615164 \h 5 HYPERLINK \l _Toc167615165 （五）宝贝推荐 PAGEREF _Toc167615165 \h 6 HYPERLINK \l _Toc167615166 （六）商盟 PAGEREF _Toc167615166 \h 6 HYPERLINK \l _Toc167615167 四、情感差距 PAGEREF _Toc167615167 \h 7 HYPERLINK \l _Toc167615168 （一）店铺 PAGEREF _Toc167615168 \h 7 HYPERLINK \l _Toc167615169 （二）商品 PAGEREF _Toc167615169 \h 8 HYPERLINK \l _Toc167615170 五、需求差距 PAGEREF _Toc167615170 \h 9 HYPERLINK \l _Toc167615171 （一）迎合需求 PAGEREF _Toc167615171