淘宝网络营销模式探究

淘宝网络营销模式探究

摘要

随着网络化在世界范围内的广泛普及，网络已经成为人们日常生活中不可缺少的工具，也正是因为网络覆盖面之深广，越来越多的商业行为深入到网络中，网络营销也从最初的星星之火演变为现今如火如荼的盛大局面。网络营销就是以国际互联网络为基础，利用数字化的信息和网络媒体的交互性来辅助营销目标实现的一种新型的市场营销方式。说到网络营销，淘宝必然能称得上是中国网络营销典型案例之一。从淘宝的经营模式中我们可以看到网络营销是如何成功地深入消费者内部最终达到营销目的。论文首先简单介绍了研究背景、研究意义、研究思路等，回顾了网络营销的基础知识，包括网络营销的内涵、功能和特点。然后讨论了淘宝网的发展历程、发展现状，接着论文再根据淘宝网络营销模式与传统市场交易模式的对比，详细分析了淘宝网络营销的模式，然后又根据市场调查问卷指出淘宝网在发展过程中出现的一些问题，同时针对所出现的问题提出相应看法与对策。

关键字：网络营销，淘宝，营销模式

Exploration of Taobao’s netwo rk marketing models

Abstract

As the world network of highly popular, network has become indispensable tools of our daily life.because of network coverage, more and more commercial behaviors begin to enter into the network, the network marketing has evolved from the initial spark to today's grand situation. Network marketing is based on the international Internet network, it is a new way of marketing which uses the digital information and network media interaction to assist in achieving marketing goals. As to the network marketing, taobao is sure to be called one of the network marketing typical case in China. From taobao's business models, we can see how network marketing successfully enters into their internal consumers and ultimately achieves marketing purposes. The paper firstly introduces the research background, research significance, research ideas briefly, and reviews the basic knowledge of network marketing, including the connotation, function and characteristics of network marketing. Secondly starting from taobao, taobao's development course and present development situation is discussed. Also according to taobao network marketing model compared with the traditional mode of market transactions, taobao network marketing modes are analyzed. What’s more, it analyzes some problems in the development process of taobao, and put forward corresponding views and countermeasures aiming at various problems.

Key words：Network marketing, Taobao, network marketing models

目录

摘要 (i)

Abstract (ii)

第一章引言............................................................ - 1 -

1.1 研究背景和研究意义................................................ - 1 -

1.1.1 研究背景..................................................... - 1 -

1.1.2 研究意义..................................................... - 1 -

1.2 研究思路和分析框架................................................ - 1 -

1.3 国内外研究状况和相关成果.......................................... - 2 -

1.4 论文的主要内容.................................................... - 2 - 第二章网络营销概况与淘宝的发展.......................................... - 4 -

2.1 网络营销概况...................................................... - 4 -

2.1.1 网络营销的定义............................................... - 4 -

2.1.2 网络营销的功能............................................... - 5 -

2.1.3 网络营销的特点............................................... - 5 -

2.2 淘宝网在我国的发展历程............................................ - 5 -

2.3 淘宝的发展现状.................................................... - 6 - 第三章淘宝网络营销的模式................................................ - 7 -

3.1 淘宝网络营销模式与传统市场交易模式的对比.......................... - 7 -

3.1.1 个性化的营销方式............................................. - 7 -

3.1.2 极强的互动性，实现全程营销................................... - 7 -

3.1.3 超越时空，方便快捷........................................... - 7 -

3.1.4 节约企业成本，提高工作效率................................... - 7 -

3.2 对淘宝网络营销模式的分析.......................................... - 8 -

3.2.1 初期营销模式................................................. - 8 -

3.2.2 崛起后的淘宝营销模式......................................... - 9 - 第四章淘宝网络营销中的问题以及解决方案................................. - 12 -

4.1 淘宝网络营销中存在的问题......................................... - 12 -