网店网络营销策划方案

淘书屋网店网络营销策划方案I沈阳理工大学应用技术学院毕业设计（论文）题目：淘书屋网店网络营销策划方案学院：经济与管理学院专业：市场营销（网络信息方向）学生姓名：杨丹明指导教师：王丽娜2013年5月6日淘书屋网店网络营销策划方案I摘要“便捷”毫无疑问是21世纪社会的首席代名词，全球也致力于追求更加便捷的生产生活方式，伴随着互联网的蓬勃发展，电子商务正日渐成为商贸领域不可分割的一部分，而网络营销是电子商务最普遍的方式之一。网上书店作为电子商务领域中的一部分是伴随着网络营销的发展而不断发展的，网上书店充分利用互联网优势，为客户提供了便捷的网络购书服务并以此实现自身利润。网络营销作为新兴的商业模式，网上书店作为其中的一种形式逐渐呈现出巨大的威力，为传统实体书店带来很大冲击。当然，机遇与挑战并存，就目前来看，这一趋势已进入初步发展阶段，网上书店的建立、推广、营销、安全、物流等很多方面还处于摸索和进一步完善中，提升自身的综合竞争力，努力争取和创造更大的经济效益。本文旨在从淘书屋网上书店的营销环境入手，对网店的宏观环境及微观环境进行分析，基于网络营销理论，并结合淘书屋网店的经营实际，对淘书屋网店网络营销时期进行划分。并详细阐述了淘书屋网上书店的产品、价格、促销、渠道策略。从而为B2C网上书店的网络营销和策划提供了理论和方法指导。基于提出的微型B2C网上书店的网络营销模式，本文选取的是在校期间经营的淘宝二手书店作为案例，对其营销环境进行分析，为其选择合适的网络营销战略目标。网上书店作为一种新型的购物形式，对人们的生活，对电子商务的发展都将产生巨大的影响。关键词：电子商务；网上书店；营销策划；B2C理论淘书屋网店网络营销策划方案IIAbstractConvenientinthe21stcenturysociety,nodoubt,thechiefpronoun,globalproductionisalsocommittedtothepursuitofmoreconvenientwayoflife,withthevigorousdevelopmentofInternet,e-commercehasbecomeanintegralpartofthebusinessdomain,thenetworkmarketingisoneofthemostcommonwayine-commerce.Onlinebookstoreaspartofthee-commerceisgrowingwiththedevelopmentofnetworkmarketing,makefulluseoftheadvantagesoftheInternet,onlinebookstoreprovidesaconvenientonlineshoppingserviceforthecustomerandtorealizeitsownprofit.Networkmarketingasanemergingbusinessmodel,asaformofonlinebookstoresgraduallypresentsthetremendouspower,wasagreatshocktotraditionalbrick-and-mortarbookstores.Bothopportunitiesandchallenges,ofcourse,fornow,thistrendhasenteredthepreliminarystageofdevelopment,theestablishmentoftheonlinebookstore,promotion,marketing,security,logisticsandsoonmanyaspectsstillatgropingandfurtherimprove,improvetheirowncomprehensivecompetitiveness,andstrivetocreategreatereconomicbenefits.Thepurposeofthispaperistofromthemarketingenvironmentofnewbookstoreonlinebookstore,ontheonlinestoreofmacroenvironmentandmicroenvironmentanalysis,basedonthenetworkmarketingtheory,andcombiningtherealityoftaobookstoreonlinestorebusiness,divisionoftaobookstoreonlinestorenetworkmarketingperiod.Andtaobookstoreonlinebookstoreisexpoundedindetailofproduct,price,promotionandchannelstrategy.ForB2Conlinestorenetworkmarketingplanningandprovidesthetheoryandmethod.BasedontheproposedmicroB2Conlinestorenetworkmarketingmodel,thisarticleselectsisduringtheperiodofschoolbusinesstaobaosecond-handbookstoreasanexample,analyzesthemarketingenvironment,tochoosetherightnetworkmarketingstrategicobjectives.Onlinebookstoreasanewformofshopping,onpeople'slives,tothedevelopmentofe-commercewillhaveasignificantimpact.Keywords:Electroniccommerce;Onlinebookstore;Marketingplanning;TheoryofB2C淘书屋网店网络营销策划方案目录摘要.........................................................................................................................................IIAbstract..................................................................................................................................III1淘书屋网店概述....................................................................................................................11.1网店简介.......................................................................................................................11.2网店经营商品及服务...................................................................................................21.3网店开店流程...............................................................................................................21.4网店布局建设..............................................................................................................31.4.1整体布局.............................................................................................................31.4.2店铺招牌.............................................................................................................31.4.3店铺公告促销.....................................................................................................41.4.4宝贝分类.............................................................................................................41.4.5自定义区.............................................................................................................42淘书屋网店网络营销环境分析............................................................................................52.1宏观环境.......................................................................................................................52.1.1人口经济环境分析.............................................................................................52.1.2社会文化环境分析.............................................................................................52.1.3政治法律环境分析.............................................................................................62.1.4自然与科技环境分析.........................................................................................62.2微观环境.......................................................................................................................62.2.1供应商.................................................................................................................62.2.2消费者...............................................