摘 要：随着经济的发展，电子商务技术也越来越成熟，与之相应的物流行业也迅速发展，大批的B2C、C2C电子商务平台自2003年开始如雨后春笋般的兴起，开启了我国网络购物的潮流。作为经济活动主体的企业更是非常的重视和发展网络营销，为企业在网络经济时代中的快速发展提供动力。因此了解并很好的应用网络营销对企业来说显得至关重要,而唯品会作为B2C电子商务平台的典型代表，逐渐走进我们的生活，成为我们生活中的一部分，唯品会网络营销的成功让业界人士开始深入研究分析，但是在其成功的网络营销策略的背后又有些许不足之处，本文在学者及企业界人士研究的基础上，主要针对营销策略的不足进行分析，进而找出优化对策，因此对唯品会的网络营销策略的分析可以为其他企业的发展提供很好的建议。31174
毕业论文关键词：网络营销；营销策略；唯品会
B2C E-commerce Platform Network Marketing Strategy—— the Only Product for Example
Abstract：With the maturity of e-commerce technology, and the gradual improvement of domestic logistics system, a large number of B2C, C2C e-commerce platform to quickly rise since 2003, so that China ushered in the online shopping boom. Especially in recent years, B2B, B2C, C2C and other enterprises inpidual is actively using the Internet to promote the development of commercial activities, thereby better achieve its marketing objectives, growth and self-development. In which the enterprise as the main economic activity is more positive attention and the development of network marketing for enterprise afterburner in the development of network economy era. Therefore, understanding and application of Internet marketing is very important. The only product will be used as a typical representative of B2C e-commerce platform, and gradually into people's vision, a cause for concern, the only product of network marketing success to the industry began in-depth research and analysis, but behind its success in network marketing strategy there are little shortcomings, on the basis of academics and business people on the research, mainly for lack of marketing strategy analysis, and then find out the optimization measures, so the network marketing strategy will be the only product analysis for other companies development of good advice.
Key Words: Network Marketing;Marketing Strategy;The only product
目 录
摘 要 1
Abstract 1
一、网络营销和唯品会概述 2
（一）唯品会简介 3
（二）唯品会的网络营销现状 4
二、唯品会的网络营销策略 4
（一）品牌营销 4
（二）饥饿营销 5
（三）整合营销 5
（四）差异化营销 5
（五）口碑营销 6
三、唯品会网络营销策略中存在的问题 7
（一）网络营销产品的种类过于单一 7
（二）价格策略不够灵活 7
（三）网络用户忠诚度有待提高 7
（四）忽视网络负面信息 8
（五）购物平台过于简单 8
四、唯品会网络营销策略存在问题的解决方法 8
（一）丰富网络营销产品 8
（二）调整价格策略 8
（三）提高网络用户忠诚度 9
（四）要做好网络公关 9
（五）加强网购平台建设 10
五、唯品会网络营销策略给B2C电子商务平台的启示 10
（一）以客户为中心 10 B2C电子商务平台唯品会网络营销策略分析:http://www.youerw.com/guanli/lunwen_27238.html