基于AISAS模型的S导购网站营销策略研究
发布时间：2018-11-16 13:10
【摘要】：随着电子商务在我国的大力发展,人们越来越多的网购需求,与网络中纷繁复杂的商品信息之间产生了矛盾。人们希望可以通过其他途径,更便捷更迅速地了解自己中意商品在网络中的信息与价格,导购网站就此应运而生了。导购网站,是一种基于互联网技术背景下的信息推送网站,它将散布在网络中的商品信息与打折信息汇总,借助网络向不同类型和需求的客户提供各种信息的导购服务,满足他们了解市场动态和商品信息的需求。该类网站是以服务消费者需求作为宗旨,利用先进的互联网技术对分布在网络上的各类产品进行分类和评估,通过有价值的信息和建议帮助消费者在进行购物过程中提供有意义的参考,帮助消费者更好的实现购买商品和消除心理误差,并提供用户之间对购买行为和商品使用体验交流的平台。目前我国的导购网站行业发展迅猛,越来越多的网站运营者们,进入了这一领域。但是单纯的向消费者提供信息,使网站之间没有形成比较优势,缺乏差异化的特质,网站本身也无法形成品牌效应。信息在网站直接被恶意转载,消费者最终在不同导购网站中浏览的信息趋于一致,从而使目前市场中的导购网站逐步趋于同质化。本文通过理论的研究,先对导购网站的整体环境做了分析,得出了影响导购网站发展的有利与不利的因素。之后以S导购网站进行实例分析,通过SWOT分析,对S网站本身的优势与劣势,机会与威胁进行了深入的分析。之后以STP市场细分理论为基础,为S网站选择适合其发展的市场定位。最后,以AISAS模型为基础,提出了以用户分享——Share为核心的AISAS闭环模式,为导购网站提供相应的营销策略。同时,为相应营销策略在网站中的开展,提出了一些保障的措施。本文也希望以对S导购网站营销策略的研究与讨论,为导购网站在我国的发展提供一些参考与借鉴。
[Abstract]:With the rapid development of electronic commerce in China, more and more people need online shopping, which is in contradiction with the complicated commodity information in the network. People hope to get to know the information and price of their favorite goods in the network more conveniently and quickly through other ways. Shopping guide website is a kind of information push website based on Internet technology. It aggregates the commodity information and discount information scattered in the network, and provides various kinds of information guide service to customers of different types and needs with the help of the network. Meet their needs to understand market dynamics and commodity information. The purpose of this kind of website is to serve the needs of consumers, using advanced Internet technology to classify and evaluate all kinds of products distributed on the network. Through valuable information and advice to help consumers in the process of shopping to provide meaningful reference, help consumers to better achieve the purchase of goods and eliminate psychological errors, And provides the user to purchase behavior and the commodity use experience exchange platform. At present, the website industry of our country develops rapidly, more and more website operators enter this field. But simply to provide information to consumers, so that there is no comparative advantage between websites, the lack of differentiation characteristics, the website itself can not form a brand effect. The information is reproduced maliciously directly on the website, and the information that consumers browse in different shopping guide websites tends to be consistent, which makes the shopping guide websites in the current market tend to homogeneity step by step. Through theoretical research, this paper first analyzes the overall environment of the shopping guide website, and draws the favorable and unfavorable factors that affect the development of the shopping guide website. Then, through the analysis of SWOT, the paper analyzes the advantages and disadvantages, opportunities and threats of S website. Then, based on the theory of STP market segmentation, we choose the suitable market position for S website. Finally, based on the AISAS model, a AISAS closed loop model based on user sharing-Share is put forward, which provides the corresponding marketing strategy for the purchase guide website. At the same time, in order to carry out the corresponding marketing strategy in the website, put forward some safeguard measures. This paper also hopes to provide some reference and reference for the development of guided purchase website in our country by researching and discussing the marketing strategy of S guide website.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6
本文编号：2335603
[Abstract]:With the rapid development of electronic commerce in China, more and more people need online shopping, which is in contradiction with the complicated commodity information in the network. People hope to get to know the information and price of their favorite goods in the network more conveniently and quickly through other ways. Shopping guide website is a kind of information push website based on Internet technology. It aggregates the commodity information and discount information scattered in the network, and provides various kinds of information guide service to customers of different types and needs with the help of the network. Meet their needs to understand market dynamics and commodity information. The purpose of this kind of website is to serve the needs of consumers, using advanced Internet technology to classify and evaluate all kinds of products distributed on the network. Through valuable information and advice to help consumers in the process of shopping to provide meaningful reference, help consumers to better achieve the purchase of goods and eliminate psychological errors, And provides the user to purchase behavior and the commodity use experience exchange platform. At present, the website industry of our country develops rapidly, more and more website operators enter this field. But simply to provide information to consumers, so that there is no comparative advantage between websites, the lack of differentiation characteristics, the website itself can not form a brand effect. The information is reproduced maliciously directly on the website, and the information that consumers browse in different shopping guide websites tends to be consistent, which makes the shopping guide websites in the current market tend to homogeneity step by step. Through theoretical research, this paper first analyzes the overall environment of the shopping guide website, and draws the favorable and unfavorable factors that affect the development of the shopping guide website. Then, through the analysis of SWOT, the paper analyzes the advantages and disadvantages, opportunities and threats of S website. Then, based on the theory of STP market segmentation, we choose the suitable market position for S website. Finally, based on the AISAS model, a AISAS closed loop model based on user sharing-Share is put forward, which provides the corresponding marketing strategy for the purchase guide website. At the same time, in order to carry out the corresponding marketing strategy in the website, put forward some safeguard measures. This paper also hopes to provide some reference and reference for the development of guided purchase website in our country by researching and discussing the marketing strategy of S guide website.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6
【参考文献】
相关期刊论文 前6条
1 金丽丽;李成;;基于AISAS模式的B2C网络营销策略探析[J];中国市场;2015年19期
2 赵宇翔;范哲;朱庆华;;用户生成内容(UGC)概念解析及研究进展[J];中国图书馆学报;2012年05期
3 张婷;朱邦毅;;中国B2C电子商务的三种类别的分析研究[J];商场现代化;2009年05期
4 刘兰;徐树维;;微内容及微内容环境下未来图书馆发展[J];图书情报工作;2009年03期
5 牟志凌;;从AISAS模式看网络营销中的三大发展趋势[J];经营者;2008年06期
6 徐小龙;王方华;;基于网络虚拟社区平台的企业战略营销模型[J];经济管理;2008年03期
，本文编号：2335603
本文链接：https://www.wllwen.com/jingjilunwen/dianzishangwulunwen/2335603.html
