试用网站营销模式研究

摘要：随着电商时代的到来，网购已经成为了现代消费者的重要购物渠道。用户的飞速增长，促使网络购物飞速发展，同时也使得电商的竞争变得剧烈。免费试用是今年突然兴起的新型网购模式，因为其所独有的零消费、无风险、无门槛、包邮等优势，诞生了“试客一族”。商家可以通过买家试用后的反馈得到详细的试用体验，通常根据试用网站会有图片以及字数的限制，卖家可以通过这些体验报告获得所需要的数据，从而调整自身的产品营销计划，使得自身产品达到宣传目的，同时也是一种促销方式，不但可以提高品牌知名度，也可以提升品牌的亲和度。本文在对协作营销和试用网站进行界定的基础上，分析了试用网站存在的问题，以及试用网站的经营模式，并以阿里试用为例进行了探讨，最后提出了相关的策略建议。66268

毕业论文关键词：试用网站；协同营销；试客；阿里试用

A Study on the Marketing Model of "Trial Website"-- Taking Ali Trial as an Example

Abstract: With the advent of the era of electricity providers, online shopping has become an important shopping channel for modern consumers. The rapid growth of users, prompting the rapid development of online shopping, but also makes the electricity supplier competition becomes fierce. The free trial is a new mode of online shopping this year suddenly rise, because of its unique zero consumption, no risk, no threshold, shipping and other advantages, the birth of the "off family". Businesses can get detailed feedback buyers after the trial experience, usually according to the trial site there will be pictures and words of the restrictions, the seller can need the data obtained by the experience report, so as to adjust their product marketing plans, make its products reach propaganda purposes, but also a way of marketing, not only can enhance the brand visibility, can also enhance the affinity of the brand. In the base of defining cooperative marketing and trial site, analysis of the trial site problems, as well as the trial site business model, and try to Ali through the case study, and finally puts forward some relative suggestions.

Keywords:trial site; cooperative marketing; customer; Ali trial

一、绪论 1

二、协作营销与试用网站 2

（一）协作营销的概念 2

（二）试用网站的概念 2

三、试用网站发展存在问题 4

（一）试用网站众多，鱼龙混杂 4

（二）物品价值存在限制 4

（三）企业商家与试用用户反馈不准确 5

（四）对产品销售的影响不够大 5

四、试用网站的经营模式分析 7

（一）经营的流程 7

（二）试用反馈的用处 8

（三）试用网站盈利的方式 9

五、案例分析：以阿里试用为例 10

（一）阿里试用的现状 10

（二）阿里试用经营模式 10

（三）阿里试用的优势 11

（四）目前存在的问题 12

六、对策建议 14

（一）定时抢购+置顶结合，方便受众体验试用网站营销模式研究:http://www.youerw.com/guanli/lunwen_74124.html