网购“秒杀”营销策略研究.doc

摘要:当网络经济时代来临后，传统营销理论的一些策略组成已经不再完全适用于现代经济的发展。近年来，“秒杀”营销成为各大网商常用促销手段之一，也深受买家喜爱，成为了一种网购新潮流，并火速红遍网络。“秒杀”营销的特点是限时限量、物美价廉，加上其具有相当的营销价值，对于网络商家、网购消费者、网络交易平台来讲，都能带来不同程度的机遇及利益，所以，“秒杀”营销近年来能够在国内外得到较快的发展。文章从网络营销的发展渊源、网购“秒杀”营销策略等理论出发，基于网购“秒杀”营销的发展现状，以淘宝促销为案例进行分析，发现“秒杀”营销的优势及成功之处，借以给各大型网络交易平台、网络商家、网购消费者作为参考，促进“秒杀”营销的发展。此外，对于“秒杀”营销在不同方面存在的问题要进行明确地识别，为保持消费者对于“秒杀”促销活动的信赖、兴趣，为维护网购市场的公平，为保证网络商家的利益，必须做好对各种不公平的“秒杀”行为的措施，严格制定、规范电子商务活动中的各项体制，使电子商务能顺利发展，使“秒杀”营销拥有更为广阔的发展前景。

关键词：“秒杀”；网购；电子商务；淘宝促销

Abstract: When the network economy era , the traditional marketing theory is no longer entirely composed of a number of strategies for the development of a modern economy . In recent years , the "spike" marketing has become a major network operators commonly used means of promotion , but also by the buyer favourite , has become a new trend of on line shopping , and rushed popular in the network . "Spike" marketing is characterized by limited , inexpensive , coupled with its considerable marketing value , for on line retailers , on line shoppers , on line trading platform is concerned , can bring opportunities and benefits of different levels , so "spike" marketing at home and abroad in recent years to develop fast . Articles from the development of network marketing origins , on line shopping "spike" marketing strategy theory , based on net purchases "spike" marketing development status to Taobao marketing-case analysis , found that "spike" marketing strengths and successes , in order to the large network trading platform , on line retailers , on line shoppers as a reference , and promote "spike" the development of marketing . In addition , for the "spike" marketing in the different aspects of the problems to be clearly identified , in order to maintain consumer demand for "spike" the trust of promotional activities , interests , to safeguard the fairness of on line shopping market , in order to ensure that the network business interests , must be done good variety of unfair "spike" behavioral measures , strict formulation , specification of the system e-commerce activities , so that e-commerce can develop smoothly , so that the "spike" marketing has a more broad prospects for development.

Keywords: "Spike" ; online shopping ; e-commerce ; Taobao promotional activities