A淘宝店的网络营销策略研究

发布时间：2018-06-17 08:19

本文选题：网络营销 + 淘宝店　；参考：《东华大学》2016年硕士论文

【摘要】：随着中国的网购规模屡创新高,比如仅2015年双11一天,天猫的成交金额就达到912亿元,如此大的蛋糕吸引着越来越多的商家加入电商领域,但同时也有很多的网店商家不懂网络营销的方法,在无边界的线上竞争中不断地被淘汰。电商时代的到来,对传统的市场营销理论提出了挑战,迫切需要与网店相适应的营销理论来指导营销行为。本文研究的是一家之前在线下作进口二类医疗器械批发代理的商家,后受行业大环境影响入驻了淘宝网开设了一家网店。该商家希望可以站在跨境电商的风口,直接面向终端消费者,拓展业务渠道,提升销售额,传播品牌影响力。本文先从此网店的基本情况和面临的外部环境因素分析入手,运用4C营销理论对其现在的营销状况进行了分析,得出店铺面临的营销现状和不足的地方,然后提出了营销策略,最后从店铺销售额变化等多方面对营销策略效果进行评价。本文按以下顺序进行了相关研究:首先是绪论。主要说明了本文的研究背景、研究的目的和意义;其次是电商营销相关理论的综述,阐述了营销理论的演化历程和网店最前沿的营销方式,总结了电商网络营销的特点,提出了实施网络营销的方法和评价方式。其次是对a淘宝店的营销环境概述。先介绍了店铺的浏览量、信用级别及销售额等基本情况,然后再基于目前的营销现状下运用spss对店铺销售数据进行了预测分析,最后再通过外部因素评价矩阵efe工具对店铺的外部的机会和威胁进行了分析和评分。然后是基于4c理论的a淘宝店分析。本章采用了4c理论对店铺进行了客户的需求、成本、沟通和便利四个角度的研究,具体包括:行业的搜索热词、消费者的行为偏好和目标人群画像和定位;买家的消费能力与成交价格带;询单转化率和dsr动态评分;还有付款方式与物流时效等。通过这些分析,得出了店铺的营销现状和不足之处。再次是对A淘宝店营销策略设计。该章承接上一章的分析结果,提出了多方面的营销策略,其中有:店铺风格定位策略(包括外部店铺差异化和内部蝴蝶产品定位)、客服的提升策略(培训与话术技术和业绩导向的驱动)、会员营销维护策略(包括RFM模型整理和休眠会员激活以及与会员的互动营销)、多方位促销策略(包括限时折扣和关联营销等)和口碑管理策略(包括详细页优化和中差评修改与解释等)。最后是营销策略实施效果评价。本章用报表说话,选取了营销策略实施前与后的销售数据对比,并根据是否大于前文基于SPSS的预测值,从而评价前章营销策略的有效性。
[Abstract]:With China's online shopping scale hitting new highs, for example, in 2015 alone, the volume of Tmall transactions reached 91.2 billion yuan, attracting more and more businesses to join the e-commerce sector. But at the same time, there are also a lot of online stores do not understand the method of network marketing, in the borderless online competition is constantly eliminated. With the advent of e-commerce era, the traditional marketing theory is challenged, and the marketing theory adapted to the online store is urgently needed to guide the marketing behavior. This paper studies a business that used to be a wholesale agent of imported medical devices online, and then opened a shop in Taobao under the influence of the industry environment. The company hopes to stand at the tuyere of cross-border e-commerce, directly to end consumers, expand business channels, increase sales, and spread brand influence. Starting with the analysis of the basic situation and the external environmental factors of the online store, this paper analyzes the current marketing situation of the shop by using the 4C marketing theory, and then puts forward the marketing strategy. Finally, the effect of marketing strategy is evaluated from many aspects, such as the change of store sales. This article has carried on the related research in the following order: first is the introduction. This paper mainly explains the research background, the purpose and significance of the research. Secondly, it summarizes the related theories of e-commerce marketing, expounds the evolution of marketing theory and the most advanced marketing methods of online stores, and summarizes the characteristics of e-commerce network marketing. The method and evaluation method of implementing network marketing are put forward. Next is to a Taobao shop's marketing environment outline. This paper first introduces the basic information of the shop, such as the number of views, the credit level and the sales volume, and then, based on the current marketing situation, uses spss to forecast and analyze the store sales data. Finally, the external opportunity and threat are analyzed and evaluated by the external factor evaluation matrix efe tool. Then is based on the 4c theory of a Taobao shop analysis. This chapter uses 4C theory to study the customers' demand, cost, communication and convenience, including: industry search hot words, consumer behavior preference and target crowd portrait and location; Buyer's consumption power and transaction price belt; order conversion rate and dsr dynamic score; payment method and logistics timeliness. Through these analysis, we get the marketing status and shortcomings of the store. Again is to A Taobao store marketing strategy design. This chapter follows the analysis results of the previous chapter, and puts forward various marketing strategies. These include: store style positioning strategy (including external store differentiation and internal butterfly product positioning), customer service promotion strategy (training and communication technology and performance-oriented driving force), member marketing and maintenance strategy (including RFM model) Organize and dormant member activation and interactive marketing with members, multi-faceted promotion strategies (including time-limited discounts and association marketing, etc.) and word-of-mouth management strategies (including detail page optimization and margin revision and interpretation, etc.). Finally, the effect evaluation of marketing strategy implementation. This chapter uses the report to speak, selects the sales data before and after the implementation of the marketing strategy, and evaluates the effectiveness of the marketing strategy in the previous chapter according to whether it is greater than the prediction value based on SPSS.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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