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摘要：近年来，受到全球金融危机蔓延深化的影响，我国多数行业都受到了不同程度的冲击，但网络零售的电子商务行业发展却一路繁荣，成为危机背景下经济增长的一个亮点。随着互联网和大数据时代的到来，网上购物已经成为新时代新的消费手段，各大网上商城也如雨后春笋般不断涌现，展示出新的生机与活力。其中，淘宝网全新打造的“天猫商城”更是逐渐成为B2C行业翘楚。天猫商城处在飞速发展阶段，多种新型网络营销模式正在不断被开创，各大商家加入品牌商城，将拥有更多接触最前沿电子商务的机会，也为全新的B2C事业创造更多的奇迹。在此背景下，对于天猫商城网络营销策略的研究就格外具有意义。
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本论文将从天猫商城的网络营销策略入手，主要是B2C市场的网络营销策略，包括定价策略、产品策略、渠道策略以及促销策略，从而对天猫商城营销策略中可能存在的问题提出解决方案，并描述我国网络营销的现状，展望我国网络营销前景。5568
关键词：天猫商城 网络营销 营销策略 B2C
The research on network marketing strategy--a case study of Tmall
Abstract: In recent years, under the influence of the increasingly serious global financial crisis, most industry in our country have been suffered from varying degrees impact, but online retail e-commerce industry development is still very prosperous , which becomes one of the highlights of crisis under the background of economic growth. As the advent of the era of big data and the Internet, online shopping has become a new means of consumption, the online mall have kept emerging and shown new vigor and vitality. And among them, Tmall becomes the leader of B2C companies gradually. Tmall is in the phase of rapid development and a variety of new network marketing model is constantly being created. Many big businessmen come to join the brand shopping mall and will have more access to cutting-edge e-commerce. New B2C business will create more miracles. Under this background, Tmall network marketing strategy research is very meaningful.
This paper will start from the network marketing strategy of Tmall, mainly about B2C marketing strategy, which includes pricing strategy, product strategy, channel strategy and promotion strategy. Then it will analyze the problems of Tmall’s network marketing strategy and provide solutions. Next it will describe the status quo of China's network marketing and look into the future of China’s network marketing.
Key words: Tmall; network marketing; marketing strategy; B2C
目 录
引言 1
一、 绪论 2
(一) 课题的选题背景 2
(二) 课题研究的目的和意义 2
(三) 课题的研究现状和发展趋势 3
(四) 研究的主要方法 4
二、 网络营销的基础理论 5
(一) 网络营销相关知识 5
(二) 网络营销策略相关知识 5
三、 天猫商城网络营销策略分析 7
(一) 产品策略 7
(二) 定价策略 8
(三) 促销策略 8
(四) 渠道策略 9
四、 天猫商城SWOT分析 10
(一) 机会 10
(二) 威胁 11
(三) 优势 11
(四) 劣势 11
五、 天猫商城网络营销新手段分析 12