天猫商城营销策略研究

长春工程学院毕业设计（论文）毕业设计（论文）天猫商城营销策略研究TheMarketingStrategyResearchofTmall论文题目：长春工程学院摘要学生姓名所在院系所学专业所在班级指导教师教师职称完成时间：宋毅轩：管理学院：市场营销：0841班：周慧广：讲师：2012年6月15日长春工程学院毕业设计（论文）随着经济的发展,近几年我国的电子商务从最开始的星星之火到如今已成燎原之势,各种网上购物平台如雨后春笋般涌现出来,电子商务越来越渗透到人们的生活当中。2012年我国B2C行业更是蓬勃发展，未来电子商务发展中，无疑B2C将占据越来越重要的地位，发展潜力巨大。虽然我国的电子商务行业起步迟缓，但是随着我国经济的快速发展，已经经济全球化的进一步加快，我国的电子商务发展迅速，并且各类电子商务企业竞争相当激烈，正因为这个原因，所以很多都还没有处于盈利阶段。现在随着人们的生活节奏加快，很多人已经不愿意把时间花费出去购物上，这使得人们更多的去关注网络购物网上消费，而目前我国的电子商务又不是特别成熟，因此我们选取天猫商城进行分析研究，在营销战略理论和营销组合理论的指导下，运用SWOT等经典分析工具，考察天猫商城的营销策略；从电子商务的发展进行回顾，希望能够对我国的电子商务发展做一个比较全面的总结，以此对天猫商城的营销策略做出系统的研究，结合目前消费者的亲身体验，总结其中的成绩，发现其中的问题，然后针对问题制定出解决方案，帮助消费者来正确认识和使用网络购物，同时使得电子商务行业更好的为消费者服务。本文将从从产品，价格，促销，支付，配送五个环节对天猫商城的营销策略进行了总结并提出了完善建议。关键词电子商务营销策略天猫商城AbstractWitheconomicdevelopmentinrecentyears,China'se-commercefromthebeginningofthesparkhasbecomeaprairiefire,avarietyofonlineshoppingplatformmushroomedtoemerge,e-commerceincreasinglypenetrateintopeople'slives.2012China'sB2Cindustryisboominge-commercedevelopmentinthefuture,nodoubtB2Cwilloccupyanincreasinglyimportantpositionandhugedevelopmentpotential.AlthoughChina'se-commerceindustrystartedslow,butwithChina'srapideconomicdevelopmenthas长春工程学院毕业设计（论文）furtheraccelerationofeconomicglobalization,China'srapiddevelopmentofelectroniccommerce,andallkindsofe-commercebusinessishighlycompetitive,preciselyforthisreason,somanyarenotyetinprofitstage.Nowacceleratethepaceoflifewithpeople,alotofpeoplehavebeenreluctanttospendthetimetogoshopping,whichallowspeopletopayattentiontoonlineshoppingonlinespending,China'se-commerceisnotparticularlymature,soweselectTmallanalysisandstudy,undertheguidanceofthetheoryofmarketingstrategyandmarketingmixtheory,theuseoftheclassicSWOTandotheranalysistools,tostudythemarketingstrategyofTmall;reviewfromthedevelopmentofelectroniccommerce,andwanttobeabletodoamorecomprehensivee-commercedevelopmentinChinasummary,thismarketingstrategyofTmalltomakeasystematicstudy,combinedwiththeconsumer'spersonalexperience,summeduptheresultsofwhichfoundthatoneoftheproblems,thentheproblemtoworkoutsolutionstohelpconsumerstoproperlyrecognizeandtheuseofonlineshopping,whileallowinge-commerceindustrytobetterservicesforconsumers.Thisarticlefromtheproduct,price,promotion,payment,distributionfiveaspectsofthemarketingstrategyofTmallasummaryandasoundrecommendations.KeywordsStrategyE-commerceMarketingTmail长春工程学院毕业设计（论文）目录前言..........................................................................................................................................................1一、绪论.................................................................................................................................................21.研究背景.....................................................................................................................................22.研究目的及意义.......................................................................................................................23.研究内容.....................................................................................................................................3二、我国网上零售业发展历程及影响...........................................................................................51.发展历程.....................................................................................................................................52.国内零售业的发展竞争状况................................................................................................63.目前我国电子商务现状---尝试“饥饿营销”..............................................................74.我国电子商务行业的积极影响............................................................................................95.电子商务未来商业模式.......................................................................................................106.我国网络营销的发展前景...................................................................................................11三、天猫商城的现状与经营环境分析.........................................................................................121.网站简介...................................................................................................................................122.天猫商城简介..........................................................................................................................133.天猫商城和淘宝网的关系...................................................................................................144.天猫商城的经营环境分析(SWOT).....................................................................................15四、天猫商城的营销策略分析......................................................................................................181.基本概念...................................................................................................................................182.天猫商城的产品策略............................................................................................................213.天猫商城的价格策略............................................................................................................224.天猫商城的促销策略...................................................