微型B2C在线书店网络推广模式研究

发布时间：2018-06-17 00:54

本文选题：微型B2C在线书店 + 网络推广　；参考：《北京交通大学》2012年硕士论文

【摘要】：伴随着电子商务的发展,广大微型B2C在线书店充分利用互联网优势,为客户提供便捷的网络购书服务并以此实现自身利润。但是该类在线书店由于在人、财、物等资源方面的不足,导致在网络推广方面出现难题以及由此造成了访问量和销售量不理想、网站知名度低等一系列生存问题。本文旨在帮助广大微型B2C在线书店在网络推广方面寻求新的突破,基于网络推广理论、电子商务网络特征、B2C理论,并且结合微型B2C在线书店的经营实际,在考虑成本和收效的基础上,根据微型B2C在线书店在人力、资金、发展目标等方面在不同推广阶段表现出来的不同特点,对微型B2C在线书店的网络推广阶段进行了划分,将其划分为初创期、成长期、成熟期、衰退期,然后分析、对比了常用的15种网络推广方法的特点,为该类书店提出符合不同推广阶段的网络推广方法选择,同时详细的阐述了初创期网络推广方法的实施策略,从而形成了微型B2C在线书店的网络推广模式,为微型B2C在线书店的网络推广提供了理论和方法指导。基于提出的微型B2C在线书店网络推广模式,本文选取了中国传统文化在线书店作为推广案例,对其的发展阶段进行定义,为其选择合适的网络推广方法并进行实施。本文包含图11幅,表9个,参考文献40篇。
[Abstract]:With the development of electronic commerce, the vast number of micro-B2C online bookstores make full use of the advantages of the Internet to provide customers with convenient online book-buying services and realize their own profits. However, due to the lack of resources, such as people, money and goods, this kind of online bookstores has caused problems in network promotion and resulted in a series of survival problems, such as the unsatisfactory number of visits and sales, the low popularity of websites, and so on. The purpose of this paper is to help the vast number of micro B2C online bookstores to seek new breakthroughs in the field of network promotion. Based on the theory of network promotion, the theory of electronic commerce network features is discussed, and the management practice of miniature B2C online bookstores is combined. On the basis of considering the cost and effect, according to the different characteristics of micro B2C online bookstore in manpower, capital and development target, the network extension stage of micro B2C online bookstore is divided. It is divided into initial stage, growth period, mature period and decline period. Then, the characteristics of 15 kinds of network extension methods are compared, and the network extension methods suitable for different extension stages are proposed for this kind of bookstores. At the same time, the implementation strategy of the network extension method in the initial period is expounded in detail, thus the network promotion mode of the micro B2C online bookstore is formed, which provides the theory and method guidance for the network promotion of the micro B2C online bookstore. Based on the proposed network extension model of micro B2C online bookstore, this paper selects Chinese traditional online bookstore as a case study, defines its development stage, selects appropriate network promotion methods for it and carries on the implementation. This paper includes 11 figures, 9 tables and 40 references.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235

【参考文献】