天猫商家网络营销策略研究
工商102班 马贝
摘要
随着第三方支付和物流行业的兴起与完善，网络购物已经成为了时下最火爆的商品流通方式。实体经济由于受到地域和经营成本的限制，在商品销售价格上和产品种类数量上都难以满足当下消费者的消费需求，而网络购物建立初期，由于在经营成本上没有商、店铺的租金压力，因此商品价格相比实体店价格低廉，吸引了一部分年轻人投入到网络销售与网络购物中。淘宝网作为中国较早建立的B2C电子商务平台，在经历了相当长的一段时间推出免费B2C、C2C经营模式，吸引了大多数人群淘宝网开店与淘宝网上购物。随着人们网络消费意识的增强，淘宝网的运作模式得到了经营者与消费者的认同，淘宝网也成为我国最大的电子商务平台。2008年淘宝网针对于企业用户推出了天猫商城，2010年独立运行，主要由企业面向零售终端进行商品销售。天猫商城推出之后，众多企业纷纷响应。迄今为止，淘宝商城已经拥有超过1.8亿买家，15000个商户，20000个品牌，网上竞争趋势显现。由此，天猫商城推出了一系列网络营销方式，帮助企业进行网络销售，譬如：阿里妈妈、淘宝客、双11、双12等。本为结合网络营销特点及天猫商城营销政策，为天猫商家整合网络营销资源，通过网络营销战略理论和网络资源组合理论，指导天猫商家制定营销策略。
关键词:天猫商城；营销策略；天猫商家；问题研究；解决措施
Abstract
With the third-party payment , and the rise of the logistics industry and improvement, online shopping has become among the most popular ways of commodity circulation . The real economy due to geographical and operating costs in the price of goods sold and the number of product types are difficult to meet current consumer demand of consumers, and the early establishment of online shopping , because there is no pressure on rental providers, shops on operating costs , Thus commodity prices low price compared to the store , attracting some young people into online sales and online shopping . As China's Taobao B2C e-commerce platform built earlier , after a fairly long period of time launched a free B2C, C2C business model, has attracted the most people and Taobao Taobao shop shopping . As people 's awareness of network consumption , Taobao mode of operation has been recognized operators and consumers , Taobao has become China's largest e-commerce platform . 2008 Taobao launched targeted at business users Lynx Mall , 2010 run independently , mainly by companies selling goods for retail terminals . Lynx mall after launch , many companies have to respond . So far , Taobao Mall already has more than 180 million buyers, 15,000 businesses, 20,000 brands , online competitive trends emerged. Thus , Lynx mall launched a series of network marketing, network marketing to help companies , such as: Ali Mama, Taobao off , double 11 , double 12 and so on. This is combined with the characteristics of network marketing and Lynx mall marketing policies , the integration of online marketing resources for Lynx businesses through network marketing strategy theory and network resources portfolio theory to guide the Lynx businesses develop marketing strategies.
Keywords : Lynx mall ; marketing strategies ; Lynx businesses ; research questions ;
目 录
摘要................................................................................................................................ 1 Abstract .......................................................................................................................... 2 第1章 绪论.................................................................................................................. 5 1.1 研究背景............................................................................................................. 5 1.2 研究目的与意义................................................................................................. 5 1.3 研究内容............................................................................................................. 5 第2章 天猫商城现状分析.......................................................................................... 6 2.1 背景简介............................................................................................................. 6 2.2 天猫商城简介..................................................................................................... 6 2.3 天猫商城与淘宝网的关系................................................................................. 6 2.4 天猫商家网络营销策略分析............................................................................. 7 2.4.1 店铺建设与装修.......................................................................................... 7 2.4.2 产品策略...................................................................................................... 8 2.4.3 价格策略.................................................................................................... 10 2.4.4 分销商拓展................................................................................................ 11 2.4.5 客服问答标准化管理................................................................................ 12 2.4.6 客户互动.................................................................................................... 12 2.4.7 推广营销.................................................................................................... 13 2.4.8 信誉倍增管理............................................................................................ 14 2.4.9 好评打分提醒............................................................................................ 14 2.4.10 会员管理.................................................................................................. 14 第3章 天猫商家网络营销策略存在的问题............................................................ 14 3.1价格因素............................................................................................................ 15 3.2淘宝与天猫的内在冲突.................................................................................... 16 3.3天猫商城规则问题............................................................................................ 16 第4章 天猫商家网络营销策略问题的解决措施.................................................... 16 4.1建立天猫价格销售体系.................................................................................... 16
4.2突出天猫品质与服务........................................................................................ 17 4.3解决规则问题.................................................................................................... 17 第5章 结论与展望.................................................................................................... 17 参考文献...................................................................................................................... 18
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