天猫商城营销模式分析.doc

摘要：一天内创造350亿元的成交额，这是很多的实体企业无法企及的，这个奇迹在每年的11月11日正在被天猫和天猫商城联手策划的“双十一疯狂网购节”延续着，电商也已经成为了未来全世界的发展方向。伴随着互联网技术的高速发展和迅速蔓延，电子商务已经完全影响了人们的生活。不管是从亚马逊到京东商城，从乐峰到聚美优品，从一号店到易迅，从凡客诚品到唯品会，海内电商无人不想抓住由互联网变革所带来的机会，国内电子商务展示在人们眼前的是节节高升的状态。电子商务的特点在于可以突破地域的限制，让原本繁杂的商务活动变得方便快捷。此篇文章所研究的案例为国内B2C平台的佼佼者——天猫（即天猫商城）。本文将通过以营销策略、营销组合概念为基础的深层访谈法和SWOT等营销分析方式，分析国内电子商务企业就目前的新经济背景应该在企业营销组合战略上做怎样的部署。B2C平台在将来的发展必然迅猛，消费者服务得到完善的同时，必定引起众多B2C平台的激烈竞争。因此，对B2C平台营销策略研究有很高的价值。

　　　为了让消费者对网络购物有一个全新的认识，为了让电子商务领域可以为消费者提供更好的服务，为了对我国的电子商务进行一个全面的总结，为了对天猫商城的营销策略有一个整体的探索，我们将从电子商务最初的发展开始了解，以天猫商城为例实行调查讨论，以营销的策略以及组合的理论为基础，使用SWOT等分析方式，结合消费者的反馈，对天猫商城的营销策略和优缺点进行考察，最终依据问题制定出可实施的方案。

关键词：天猫商城 电子商务 营销策略

Abstract:  A day to create 35 billion yuan turnover, which is a lot of corporate entities can not matched, this miracle in the annual November 11 being Lynx and Lynx mall jointly planned "double eleven Crazy Shopping Festival" is continued, the electricity supplier has become the future direction  in the world. With the rapid development of Internet technology and the rapid spread of e-commerce has been completely affected people's lives. Whether it is from the Amazon to Jingdong Mall, from JuMeiYouPin, from 01 stores to YiXun from WeiPinHui, almost every domestic electricity suppliers want to seize the opportunity brought about by the Internet revolution, and domestic e-commerce shows rising performances at state. E-commerce features is to break geographical constraints so that it can make the original complex business activities become quick and easy. This article studied the case for domestic B2C platform leader - Lynx (Lynx that mall). In this paper, through the marketing strategy, marketing mix based on the concept of deep interviews and other marketing SWOT analysis methods to analyze the current domestic e-commerce enterprises in the new economic context should do what corporate marketing mix strategy deployment. B2C platform in the future development of the inevitable rapid, customer service has been improved at the same time, competition is bound to cause many B2C platform. Therefore, the B2C platform marketing strategy research has a high value.

  In order to allow consumers to online shopping there is a new understanding, in order to allow e-commerce to provide better services to consumers, in order to carry out our e-commerce a comprehensive summary, in order to Lynx mall has a marketing strategy overall exploration, we will begin to understand the initial development of e-commerce in order to carry out the investigation Lynx Mall, for example discussion to marketing strategy and portfolio theory is based on the use of SWOT analysis and other methods, combined with consumer feedback on the day cats mall marketing strategies and the advantages and disadvantages to inspect the problem worked out in accordance with the final plan can be implemented.

Keywords: Lynx mall  e-commerce  marketing strategy