淘宝C2C网店的网络营销策略研究

密级：学校代码：10075分类号：学号：20101481管理学硕士学位论文淘宝C2C网店的网络营销策略研究学位申请人：白云涛指导教师：杨立杰副教授学位类别：管理学硕士学科专业：企业管理授予单位：河北大学答辩日期：二○一三年六月ClassifiedIndex:CODE:10075U.D.C:NO:20101481ADissertationforthedegreeofM.ManagementResearchonnetworkmarketingstrategyofTaobaoC2CshopCandidate:BaiYuntaoSupervisor:Assoc.Prof.YangLijieAcademicDegreeAppliedfor:MasterofManagementSpecialty:BusinessManagementUniversity:HebeiUniversityDateofOralExamination:June,2013摘要I摘要我国网络购物市场发展迅猛，网络购物已成为越来越多消费者的选择，淘宝网已然成为国内昀大的购物网站，现在业务跨越C2C（个人对个人）、B2C（商家对个人）两大主要部分，就是我们通常所说的淘宝C2C网店和天猫。对于淘宝C2C网店而言，竞争显得尤为激烈。如何在如此激烈的竞争环境中生存下去并取得长足发展是眼下所有网店共同关注的问题，因此，网络营销的策略和手段的运用变得更加重要。本文主要针对淘宝网C2C网店的经营,深入探讨其网络营销策略,以期可以为淘宝C2C网店的卖家们提供一定的理论支持和实践经验。本研究主要分为五个部分。第一部分为绪论，主要说明本文的选题背景、目的、意义、研究思路、内容等，是对整个论文的一个总体的把握。第二部分,文献综述和理论研究。这一部分主要述评了网络营销的有关理论,其中包括网络营销的定义和特征、网络营销与传统营销的联系和区别、网络营销对传统营销造成的影响以及网络营销的相关理论综述。第三部分,我国网络购物市场的营销环境分析。这一部分主要包括我国网络购物市场的宏观环境以及我国网络购物市场的发展现状。第四部分，淘宝C2C网店的简介及其SWOT分析。这一部分首先简要说明了淘宝C2C网店的发展现状，然后用SWOT分析法详尽地总结了淘宝C2C网店在采取网络营销时的优势与劣势、机会与威胁。第五部分,淘宝C2C网店的网络营销策略研究总结。这一部分综合网络营销理论、我国网络营销环境分析、淘宝C2C网店的网络营销的SWOT战略分析，分别从保障性策略、根本性策略以及拓展性策略等三个方面深入探讨了淘宝C2C网店应予以高度重视的网络营销策略。第六部分,结论与研究的局限性。这一部分主要对全文进行梳理总结,并指出本文研究的不足之处。关键词淘宝网淘宝C2C网店网络营销策略AbstractIIAbstractOnlineshoppingmarketisdevelopingrapidlyinChina.Ithasbecomemoreandmoreconsumer'schoice.Taobaohasbecomethelargestshoppingsite,itsbusinessacrosstheC2C(persontoperson)andB2C(business-to-individual)twomainpart.TheyareTaobaoMallandTaobaoC2Conlineshop.ThecompetitionisparticularlyintenseforTaobaoC2Cshop.HowtoopenasellingshopinTaobaoandhowtosurviveandmade​​significantprogressinthecompetitiveenvironmenisacommonconcernofalltheshopsrightnow.Therefore,networkmarketingstrategiesandtheuseofmeansbecomeparticularlyimportant.ThispapermainlydiscussesthenetworkmarketingstrategyfromthepointofviewofTaobaoC2Cshopinordertoprovidesometheoreticalsupportandpracticalexperiencetothem.Thispaperisdividedintosixpartsasbelow:Thefirstpart，introduction.Thispartmainlyexpoundstheresearchbackground，researchstatus,researchobjective,frameworkandresearchmethods.Thesecondpart,networkmarketingtheory.Thispartmainlyexpoundstherelatedtheoriesonnetworkmarketing,includingthedefinitionandcharacteristicsofnetworkmarketing,thedifferencesbetweennetworkmarketingandinfluencesonthetraditionalmarketingbroughtbynetworkmarketing.ThethirdpartanalysisonnetworkmarketingenvironmentinChina.ThispartincludingChina'sonlineshoppingmicroenvironment,thesizeofthemarket,consumptioncharacteristicsandsoon..Thefourthpart,TaobaoC2ConlineshopdevelopmentsituationandSWOTanalysis.ThissectionbeginswithabriefdescriptionofthetheTaobaoC2Conlineshopdevelopmentstatus,andSWOTanalysiswithdetailedoverviewofofTaobaoC2Cshoptotakethenetworkmarketingstrengthsandweaknesses,opportunitiesandthreats.Thefifthpart,TaobaoC2Cshop’snetworkmarketingstrategystudy.Thispartbaseontheintegratednetworkofmarketingtheory,China'sInternetmarketingenvironmentanalysis,SWOTstrategicanalysisofnetworkmarketingoftheTaobaoC2CshoptoanalysisTaobaoC2Cshop’simportantInternetmarketingstrategyfromthethreeaspectsoftheprotectionstrategy,afundamentalstrategyandexpansionstrategies.Thesixpart,conclusionandlimitationsofthestudy.Thispartmainlygivesasummaryandpointsouttheshortcomingsofthispaper.KeywordsTaobaoTaobaoC2Cshopnetworkmarketingstrategy目录III目录第1章绪论.........................................................................................................................11.1研究背景.....................................................................................................................11.2研究目的和意义.........................................................................................................21.3研究方法.....................................................................................................................21.4创新点.........................................................................................................................31.5研究内容.....................................................................................................................31.6研究框架.....................................................................................................................4第2章文献综述与理论研究.................................................................................................52.1网络营销的定义和特征.............................................................................................52.2网络营销与传统营销的联系与区别.........................................................................82.3网络营销对传统营销的影响...................................................................................112.4网络营销的相关理论...............................................................................................13第3章我国网络购物市场的宏观环境及发展现状和存在的问题...................................173.1我国网络购物市场宏观环境...................................................................................173.1.1政治环境.........................................................................................................173.1.2经济环境...................................................................................