淘宝网营销策略研究.doc

摘要:随着互联网技术的不断发展与完善、人们消费观念的转变引发了电子商务的迅速发展，国内的各企业正经历着复杂的营销环境变化。在实体经济受到金融危机的影响而出现低迷的时候，以网上购物为主的网络经济却在持续的发展。中国的网络购物有了明显的增长趋势。以淘宝网和京东网为代表的一系列电子商务企业，逐渐引领了国内网络购物的潮流。适当的营销推广策略，对于C2C网站的发展和品牌建设有着重要意义。淘宝网是C2C在国内电商中，成长最快的企业之一。淘宝网凭借着阿里集团，不断的发展自己本身，淘宝网结合了中国国情，开拓出了具有中国本土色特的电子商务平台。在营销策略方面，淘宝网采用了各种形式的的品牌营销策略、广告营销策略来传递品牌信息，逐步的建立起了自己的营销体系，使其在采用的营销策略能够在实践中相互联合和支撑，一起来促进营销的开展。本文首先对目前网络购物以及C2C模式的研究成果进行分析，接着分析基于淘宝网的营销现状和特点，再对淘宝网所处的宏观、微观环境进行分析，指出淘宝网的竞争环境。然后在市场细分的基础上进行目标市场战略制定，重点对顾客、成本、便利、沟通等因素进行分析并提出相应对策，最后讨论了营销策略实施的保障，以期为淘宝网及其他网络购物网站的经营者建立适合我国国情的、有效的营销组合策略提供理论依据和借鉴参考。 

关键词：营销策略 电子商务 网络购物 淘宝网

ABSTRACT:With the rapid development of Internet ,The concept of people's consumption led to the rapid development of electronic commerce, Domestic companies are experiencing the complex marketing environment changes. In the real economy is affected by the financial crisis, Online shopping based on the sustainable development of the network economy. China's network shopping with obvious growth trend. China's Internet population already broke through 550 million in late December 2012, the number of online shopping of 252 million people, than they were two years ago has increased 30% and 30% respectively. Online shopping has become a part of People's Daily life. Represented by taobao and jingdong mall is a series of electronic commerce enterprise, gradually lead the trend of the domestic online shopping. Because of the C2C e-commerce sites have platform virtual sex and conceptions of consumption behavior, the way to trade real-time, personalized consumer demand and characteristics of word of mouth spread influence. The appropriate marketing strategy, the development of C2C website and brand construction has important significance. Taobao is the domestic C2C e-commerce sites, the fastest growing and most successful one. Taobao, relying on alibaba group, constantly improve their own ability, with local characteristics in order to provide e-commerce platform for the purpose of service, continuous improvement and development. In terms of marketing strategy, taobao, adopt flexible and varied forms of brand marketing strategy, experience marketing strategy, advertising marketing strategy transfer brand information, build up overall marketing system, so that it is in the marketing strategy can be united and support each other in practice, to achieve the optimal effect of marketing. This paper first carries on the analysis to the present network shopping and C2C model research, then analyzes the marketing status and characteristics based on taobao.com, analysis of macro, micro environment on taobao.com the taobao.com, points out that the competitive environment. Then the target market based on the market subdivision strategy, focuses on the analysis of the customer, cost, convenience, communication and other factors and put forward corresponding countermeasures, finally discusses the marketing strategy implementation, in order to establish suitable for China's national conditions, effective marketing mix strategy provides a theoretical basis and reference for taobao.com and other online shopping site operators.

Keywords: Marketing strategy ；Electronic commerce；The network shopping ；taobao