摘要随着电子商务的蓬勃发展和在各个不同行业的广泛应用，一直被市场中占据绝对优势的企业所忽略的利基市场逐渐开始崭露头角，被更多的消费者所推崇，展现出了其强大的潜力。

本课题主要研究电子商务中利基产品的用户行为，以摩托车配件为例，主要收集了淘宝网类目前四的“宝岛哥优购爱马台湾机车精品生活馆”相关数据（爆款类目数量、价格、购买数量）,同时通过对广大摩托车友的线上问卷调查，从价格角度和用户需求角度，结合消费者行为学、统计学、网络营销等专业知识，研究利基市场中，价格程度和需求程度是如何影响用户的购买行为。从数据统计以及调查结果中找出用户购物的相关购买行为规律、特点。总结出购买利基市场用户兴趣点和购物倾向，为汽配、摩配等利基行业提供参考，使其更好的了解用户的购物习惯，相应的做出准确的营销策略，提高店铺网站利益。71052

  With the rapid development of electronic commerce and is widely used in various industries, has been in the market to occupy absolute advantage enterprises ignore the niche market gradually began to emerge, was more respected by consumers, showing its strong potential.

This subject mainly studies the e-commerce niche products user behavior, to motorcycle parts, for example, mainly collected Taobao category four Island elder brother and purchase horses of Taiwan motorcycle boutique living museum "related data (burst category quantity, price, quantity of purchase...) . at the same time, through the majority of motorcycle riders online questionnaire survey, from price angle and the angle of the demand of users, combined with consumer behavior theory, statistics, network marketing professional knowledge and research niche markets and degrees of price and demand is how to affect the user's purchase behavior. From the data statistics and the results of the survey to find out the relevant purchase behavior rules, characteristics. Summed up the purchase of niche market users, points of interest and shopping orientation and provide a reference for the auto, motorcycle and other niche in the industry, the better understanding of the user's shopping habits, make corresponding accurate marketing strategy, improve the shop site of interest.

关键词：摩托车配件；利基产品；需求；价格；营销策略；

Keyword: Motorcycle parts;  niche products; demand; price; marketing strategy; 

目    录

一、引言 4

（一）研究背景 4

（二）研究内容 4

（三）研究需解决的问题 5

（四）研究方法 5

二、文献综述 5

（一）利基市场发展现状 5

（二）国内外研究现状 6

（三）国内外研究存在的主要问题 7

三、宝岛哥优购爱马台湾机车精品生活馆现有模式分析 7

（一）宝岛哥优购爱马台湾机车精品生活馆概况 7

（二）产品及其服务 7

（三）盈利模式 8

（四）运营模式 8

（五）店铺存在的问题 9

四、宝岛哥优购爱马台湾机车精品生活馆数据分析 9

（一） 通过宝岛哥优购爱马台湾机车精品生活馆后台数据整理分析