淘宝网营销策略分析

淘宝网营销策略分析

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This document is for reference only-rar21year.March 淘宝网营销策略探析

摘要

随着网络技术的高速发展，网民数量的不断增加，互联网已成为人们快速获取、发布和传递信息的重要渠道，并且成了我们生活中的一个重要组成部分。淘宝网作为我国重要的电子商务平台，已受到很多的关注。互联网技术的不断发展与完善，引发了电子商务应用的迅猛发展，国内企业正经历着前所未有的营销环境变化。作为营销者来说，必须充分认识到营销环境的巨大改变，并正确、全面、创新地掌握营销策略，才能在瞬息万变的互联网环境中取得胜利。因此，对淘宝网的营销组合策略进行研究，可以使人们对电子商务市场有一个比较清晰的认识，为淘宝网的营销实践提供指导。为此本论文以本文在相关理论的基础上，从淘宝网的发展现状入手，分析了淘宝网的运营流程、存在问题以及市场竞争环境，为淘宝网的发展提供了理论和实践上的借鉴。

关键词：淘宝网；营销策略；电子商务

THE RESEARCH OF MARKEYTING STRATEGY ON TAOBAO

ABSTRACT

With the rapid development of network technology and the rising number of Internet users,

the Internet has become the way people to get quickly, distribution and transfer information

important channel, and has become an important part in our life. Taobao as an e-commerce

platform in China, has been a lot of attention. The Internet technology unceasing development

and perfection, has caused the rapid development of e-commerce applications, domestic

enterprises are experiencing unprecedented marketing environment changes. As marketers,

must fully understand the marketing environment of great changes, and properly and fully

master the marketing strategy, innovation, can win in the ever-changing Internet environment.

Therefore, study of taobao's marketing mix strategy, can make people on the e-commerce

market has a more clear understanding of practice provides guidance for taobao's marketing.

Therefore in this paper on the basis of relevant theories, this article from the development

status of taobao, taobao is analyzed the problems existed in the operation process, and the

market competition environment, the development of taobao has provided the theory and

practice reference.

Keywords： Taobao; Marketing strategy; Electronic commerce

目录一、引言 .............................................................................................................................................................. 1

二、相关概念概述 .............................................................................................................................................. 1

（一）网络营销 .............................................................................................................................................. 1

（二）电子商务 .............................................................................................................................................. 1

三、淘宝网营销环境分析 .................................................................................................................................. 2

（一）淘宝网的宏观环境分析 ...................................................................................................................... 2

1．淘宝网政治环境 .................................................................................................................................... 2

2．淘宝网经济环境 .................................................................................................................................... 2

3．淘宝网社会环境 .................................................................................................................................... 2

4．淘宝网技术环境 .................................................................................................................................... 2

（二）淘宝网的微观环境分析 ...................................................................................................................... 2

1．淘宝网用户分析 .................................................................................................................................... 3

2．淘宝网内部分析 .................................................................................................................................... 3

3．淘宝网竞争对手分析 ............................................................................................................................ 3

四、淘宝网营销现状及存在问题 ...................................................................................................................... 4

（一）淘宝网营销现状 .................................................................................................................................. 4

1．淘宝网产品策略 .................................................................................................................................... 4

2．淘宝网价格策略 .................................................................................................................................... 4

3．淘宝网渠道策略 .................................................................................................................................... 4

4．淘宝网促销策略 .................................................................................................................................... 5