本科毕业论文---淘宝网网络营销策略

吉林财经大学

毕业论文

淘宝网网络营销策略

吉林财经大学

摘 要

网络营销是随着互联网进入商业应用而逐渐诞生的，先后经历了传奇阶段、萌芽阶段、应用能够和发展阶段，到现在为止中国的网络营销已经经历了多方位快速发展。这不仅体现在网络营销服务市场规模的扩大和企业对网络营销认识需求的提升，同时也体现在网络营销资源和网络营销策略不断增加。随着网民人数的不断增长和互联网应用的迅速发展，网络购物已经成为今年来互联网发展的主要方向之一。

谈及网上购物就不得不提及淘宝，在一些其他网站已经成熟发展的情况下，淘宝网才进入网络市场，但是它凭借其独特的网络营销和经营方式已经成为中国网络电子商务界的领头羊。本文主要研究分析了淘宝网发展状况， 电子商务运营模式，和运用的网络营销策略。并探讨了淘宝网运营中所存在的问题和相应的解决对策等。从而使一些企业能够借鉴其经验，实现正常、有序的稳步发展。

【关键词】：淘宝网、营销策略、营销问题、对策

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吉林财经大学

Abstract

Following the coming of the internet into the commercial application, Network marketing appears. It includes four parts : romantic stage, embryonic stage, application and developmental stage. Up to now, network marketing in China has experienced a lot in different directions of development. It is not only performed in the expansion of the scale in the service market of networking and the promotion of the demand of the enterprise to network marketing, but also performed in the increasing of networking resources and strategy. With the increasing number of network users and quickly development of internetal application, shopping on the internet has become one of the main directions in the development of internet.

We have to refer to Taobao when we talk about shopping on the internet. In the situation of other website becoming mature, Taobao comes into the network marketing. Depending on its special network marketing and way of management, taobao has become the leader of the electronic business in China. This essay mainly analyses taobao’s development, E-commerce operation mode and network marketing strategy. It also explores the problem existed in the operation of taobao and the solution. Some other enterprises can get some experiences from it and then achieve normal and steady development.

Key words: Taobao， marketing strategy，marketing problem, solution

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吉林财经大学

目 录

一、淘宝网的简介 ............................................................................... 5 （一）淘宝网的发展历程 ............................................................. 5 （二）、淘宝网的电子商务模式 ................................................. 6 二、淘宝网网络营销策略 ................................................................... 7 （一）免费就是硬道理 ................................................................. 6 （二）、安全支付系统—支付宝 ................................................. 8 （三）、淘宝网的定价策略 ......................................................... 9 （四）、淘宝网的促销策略 ....................................................... 10 （五）、淘宝网其他网络营销手段 ............................................. 9 三、淘宝网网络营销问题及解决方法 ............................................. 11 （一）、淘宝网产品方面的问题及解决办法 .......................... 11 （二）、网络营销价格方面的问题 ........................................... 12 （三）、网络营销渠道方面的问题 ........................................... 12 （四）、缺乏良好的社会信用体系 ........................................... 13 参考文献 ............................................................................................. 15

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