阿里妈妈广告交易平台经营模式分析

阿里妈妈广告交易平台经营模式分析东北大学东软信息学院2009年6月-Ⅰ-阿里妈妈广告交易平台经营模式分析摘要随着信息时代的到来和网络、通信技术的快速发展，电子商务对企业尤其是中小企业产生的影响越来越大。随着经济全球化，贸易自由化，市场的竞争日趋激烈，广告业得以迅猛的发展。网络广告作为新兴的广告产业，如雨后春笋般迅速成长，引起了人们的普遍重视。简述了互联网广告发展现状和电子商务网站的情况，介绍了网站具体的一些业务的流程以及网站的营销策略，并指出拥有的优势和存在的问题，并利用新的营销策略和盈利模式，在这个电子商务领域达到更好的效果。阿里妈妈是阿里巴巴旗下的一个全新的互联网广告交易平台，主要针对网站广告的发布和购买平台。近年来，网络广告业务增长迅猛，阿里妈妈正好填补电子商务网站在这一领域的空缺。阿里妈妈将充分吸收阿里巴巴集团各电子商务交易平台的成功运营经验，并与阿里巴巴旗下的软件服务、在线支付及搜索引擎形成优势互补，全面覆盖中小企业电子商务化各环节，为稳站这个领域市场做好铺垫。目前，已成为中国最大的网络广告平台之一。淘宝网和阿里妈妈合并发展，共同打造全球最大电子商务生态体系从而更加带动电子商务网站的发展！本论文主要是借助互联网阿里妈妈网站的业务实施平台，对具体阿里妈妈网络广告平台的电子商务案例进行分析，通过网站经营模式、网站营销策略、网站盈利模式、网站的优势和存在的问题及解决方案、网站的发展前景等几个方面进行对电子商务网站的细致全面的分析，最终形成一个电子商务网站分析案例。关键词：阿里妈妈，电子商务，互联网广告，淘宝网-II-AnalysisoftheBusinessModelofAlimamaAdTradingPlatformAbstractWiththeadventoftheinformationageandtherapiddevelopmentofcommunicationtechnologiesandnetworks,e-commerce'impactforenterprises,especiallyforthesmallandmedium-sizedenterprisesisbiggerandbigger.Witheconomicglobalizationandtradeliberalization,themarketisbecomingmorecompetitive,theadvertisingindustryhavetherapiddevelopment.Internetadvertising,asanewadvertisingindustry,rapidlygrowinglikemushrooms,thisattracteduniversalattention.OutlinesthedevelopmentofInternetadvertisingande-commercesite,thesiteintroducedanumberofspecificbusinessprocessesaswellasWebsitemarketingstrategy,andpointedoutthattheadvantagesandproblems,andtakeadvantageofnewmarketingstrategyandprofitmodel,toachievebetterresultsatthefieldofelectroniccommerce.AlimamaisabrandnewtradingplatformforInternetadvertisingunderAlibaba,mainlypointedthereleaseofInternetadvertisingandthepurchaseofadvertisingplatform.Inrecentyears,therapidgrowthofInternetadvertisingbusiness,Alimamajustfillthevacancyofe-commercesitesinthisfield.AlimamawillfullyabsorbtheAlibabaGroup'se-commercetradingplatformforthesuccessofoperatingexperience,andAlibaba'ssoftwareservices,onlinepaymentandsearchengineformacomplementeachother,comprehensivecoverageofallaspectsofsmallandmedium-sizede-commerceforthestabilityStationmarket,pavingthewaytodoagoodjobinthisarea.Atpresent,ithasbecomeChina'slargestonlineadvertisingplatforms.TaobaoandAlimamacombinedevelopment,co-createtheworld'slargeste-commerceeco-systemsinordertobemoredriventhedevelopmentofe-commercewebsite!Inthispaper,mainlythroughtheInternetsiteofthebusinesshermotherAliimplementationplatform,themotherofAlispecifice-commerceplatformforonlineadvertisingcaseanalysis,businessmodelthroughthewebsite,websitemarketingstrategy,websiteprofitmodel,thesite'sadvantagesandproblemsandsolutionsprograms,websitesandotherprospectsforthedevelopmentofseveralaspectsofe-commercesitesonthecomprehensiveanalysisofthedetailed,finalanalysisofacaseofe-commercesites.Keywords:Alimama,e-commerce'impact,Internetadvertisement,Taobao东北大学东软信息学院毕业设计（论文）目录-III-目录任务书···········································································错误!未定义书签。摘要····································································································IABSTRACT···························································································II第1章概述·······················································································11.1阿里妈妈网站简介··············································································11.2我国网络广告交易的发展···································································21.2.1传统媒体广告和网络广告的比较·······················································21.2.2我国网络广告交易发展现状·····························································31.3阿里妈妈与同类网站的比较分析·························································41.3.1同类网站简介···············································································41.3.2阿里妈妈与同类网站的比较·····························································4第2章网站经营模式·········································································62.1阿里妈妈主营业务流程图··································································62.2注册流程··························································································72.3卖家流程·························································································102.4买家流程·························································································132.5特有栏目流程··················································································142.5.1全国联播····················································································142.5.2淘客推广····················································································162.5.3广告牌DIY·················································································18第3章网站营销策略········································································223.1阿里妈妈的低价策略········································································22东北大学东软信息学院毕业设计（论文）目录-IV-3.2阿里妈妈的特色产品策略·································································223.3阿里妈妈的广告投放策略·································································243.4淘宝与阿里妈妈互补策略·································································25第4章网站盈利模式·················