天猫商家网络营销策略研究

Research on Network Marketing for Tianmao Businessmen

A Thesis

Submitted in Partial Fulfillment of the Requirement

For the MasterDegree in Enterprise Management

By

Huang Gulai

Postgraduate Program

Department of Information Management

Central China Normal University

Supervisor: Wang Zhanping

Academic Title: Professor Signature ___________

Approved

May. 2012

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摘要

随着互联网迅速渗透到社会生活的方方面面，商务活动也随之发生了重大变化。近几年，B2B、B2C、C2C发展异常迅猛，利用网络进行商业活动也正逐渐成为商家们实现其营销目标的最重要的手段之一。作为经济活动主体的企业也越来越重视互联网的重要性，纷纷搭载上电子商务这趟快车，开拓网络营销渠道以增强自身在新的经济发展情势下的竞争力。

网络的普及为网络零售业务的发展和壮大带来了良好的契机，网络营销作为一种全新的营销方式也为企业架起了一座通向更为广阔天地的桥梁。在这样一个大背景下，我国涌现出了一大批网络零售网站，其中最为著名的当属阿里巴巴集团旗下的淘宝网。随着B2C市场规模逐年增加，淘宝网于2008年正式开展B2C业务——淘宝商城营运而生，并在2012年更名为天猫。经过近四年的发展，天猫拥有数以万计的商家，占据着我国B2C市场绝对主导的地位。本文主要站在天猫商家们的角度，深入探讨网络营销策略，以期为商家们提供一定的理论支持和实践经验。本文主要从以下六个部分分别进行论述：

第一部分，绪论。这一部分主要阐述了本文的研究背景、研究现状、研究目的、研究框架和研究方法。

第二部分，网络营销理论概述。这一部分主要阐述了网络营销的相关理论，包括网络营销的定义与特征，网络营销与传统营销的联系与区别以及它对传统营销所造成的影响。

第三部分，天猫商家网络营销环境分析。这一部分主要分析了天猫商家的营销环境，包括我国网络购物宏观环境、市场规模、消费特点等，在简要说明了天猫的发展历程后，详尽地总结了天猫商家采取网络营销的优势与劣势、机会与威胁。

第四部分，天猫商家网络营销策略研究。这一部分主要从保障性策略、根本性策略和拓展性策略三个方面深入分析了天猫商家应予以高度重视的网络营销策略。

第五部分，根本性策略之实证研究。这一部分主要以天猫十月妈咪官方旗舰店为例，着重探讨了该店在网络营销策略方面的成功经验。

第六部分，结论与展望。这一部分主要对全文进行总结，并指出文章的不足之处。

关键词：天猫；商家；网络营销；策略

Abstract

As the Internet rapidly permeates all aspects of the social life, business activities have been changed significantly. B2B, B2C and C2C develop extremely fast, using the Internet for commercial activities gradually becomes one of the most important approaches for businessmen who want to realize their business goals. Enterprises, as the the main body of economic activity, also begin to pay more and more attention to the importance of the Internet, and are carrying on this express of electronic commerce and opening up the network channel to reinforce their own competitive power in new economic development situation.

The popularity of the network brings good opportunity for the development and expansion network of the retail business. Network marketing, as a brand new way of marketing, sets up a bridge leading to wider markets for the enterprises. In such a background, a batch of network retail websites emerge in our country, in which the most famous one is the Alibaba Group's website----Taobao. Along with the B2C market size increaseing year by year, Taobao launched formally B2C business----Taobao Mall in 2008, which was renamed as Tianmao in 2012. After nearly four years' development, Taobao Mall has tens of thousands of businessmen and takes up the dominant position in B2C market in our country. This paper mainly discusses the network marketing strategy from the point of view of Taobao Mall businessmen, in order to provide some theoretical support and practical experience to them. This paper is divided into six parts as below: The first part, introduction. This part mainly expounds the research background, research status, research objective, framework and research methods.

The second part, network marketing theory. This part mainly expounds the related theories on network marketing , including the definition and characteristics of network marketing, the differences between network marketing and influences on the traditional marketing brought by network marketing.

The third part, analysis on network marketing environment for Taobao Mall businessmen. This part mainly analyzes the Taobao Mall's marketing environment, including China's online shopping macro environment, the size of the market, consumption characteristics and so on. After briefly stating the development course of Taobao Mal, this paper summarizes the Taobao Mall businessmen network marketing's advantages, disadvantages, opportunities and threats.

The fourth part, research on network marketing strategy for Taobao Mall businessmen. This part mainly analyzes the network marketing strategies which should be paid much more attention from three aspects:security strategy, fundamental strategy