X泳衣有限公司淘宝网市场营销策略研究

发布时间：2018-03-14 15:18

本文选题：营销策略　切入点：营销方案　出处：《辽宁大学》2012年硕士论文　论文类型：学位论文

【摘要】：淘宝网成立于2003年,之后迅速发展成为亚太最大的网络零售商圈。淘宝网提倡诚信、活跃、快速的网络交易文化,坚持“宝可不淘,信不能弃”。在为淘宝会员打造更安全高效的网络交易平台的同时,也为更多网民提供就业机会。本文主要针对淘宝网商家—X泳衣有限公司进行研究,研究如何在其辉煌的销售业绩基础上,进行新的市场推广方案,以巩固其淘宝网泳装类产品龙头地位。并探讨如何培养自己的品牌,如何给品牌定位使其可持续发展。本文研究在淘宝网这一特定市场环境下,如何推动产品的营销组合战略,如何开展营销活动并取得预想效果。本文第一章介绍X泳衣有限公司,分析泳衣行业现状和泳衣市场,对网购条件下X泳衣公司进行SWOT分析,通过分析X泳衣公司网购条件下的优势、劣势、机会和挑战,对其在淘宝网营销环境有清晰的认识。根据以上分析,第二章首先确定X泳衣公司淘宝网的营销目标。接着,对目标人群、产品和市场进行定位。最后,本章从产品策略、价格策略、渠道策略、促销策略、公关营销策略和专题策略这六个方面进行X泳衣公司淘宝网营销策略的设计。在设计过程中,会把网络销售策略与传统销售策略相融合,产生适合X泳衣的营销策略。接下来,根据第二章所制定的X泳衣淘宝网营销策略,第三章提出具体的实施方案。淘宝网的聚划算、首页广告等营销资源都是淘宝网所独有的,也是淘宝网非常成熟的商品推广平台,而这些都会采纳进营销方案里。X泳衣公司会善用这些资源优势,借助淘宝网这一销售平台,更便捷的推广其营销方案。在营销方案的制定中,会结合网络营销的一些优势,扩大方案的影响力。最后一章,对X泳衣公司淘宝网市场策略实施进行效果预测,力求达到公司在淘宝网的营销目标。
[Abstract]:Taobao was founded in 2003 and has since rapidly grown into the largest online retailer in Asia and the Pacific. Taobao advocates a culture of integrity, activity, and rapid online trading, insisting that "Bao can't be panned out." In order to create a more secure and efficient online trading platform for Taobao members, but also for more Internet users to provide employment opportunities. This paper mainly focuses on Taobao Merchants-X Swimsuit Co., Ltd. to study how to carry out a new marketing program based on its brilliant sales results. In order to consolidate its leading position of Taobao swimwear products, and to discuss how to cultivate its own brand and how to position its brand for sustainable development. This paper studies how to promote the marketing combination strategy of products under the specific market environment of Taobao. How to carry out marketing activities and achieve desired results. The first chapter of this paper introduces X Swimsuit Co., Ltd., analyzes the current situation of swimsuit industry and swimsuit market, carries on SWOT analysis to X Swimsuit Company under the condition of online purchase, analyzes the strengths, weaknesses, opportunities and challenges of X Swimsuit Company under the condition of online purchase. According to the above analysis, the second chapter first determines the marketing target of Taobao, X swimsuit company. Then, the target population, product and market are positioned. Finally, this chapter starts with the product strategy. The six aspects of price strategy, channel strategy, promotion strategy, public relations marketing strategy and special strategy are designed for Taobao of X swimsuit company. In the design process, the online sales strategy and the traditional sales strategy are combined. Next, according to the marketing strategy of Taobao X swimsuit made in the second chapter, the third chapter puts forward the concrete implementation plan. The marketing resources such as Taobao, home advertising and so on are all unique to Taobao. Taobao is also a very mature product promotion platform, and these will be adopted into the marketing plan. X swimsuit company will make good use of these resource advantages, with the help of Taobao, this sales platform, More convenient promotion of its marketing program. In the formulation of the marketing plan, will combine some advantages of online marketing, expand the impact of the program. The last chapter, the X swimsuit company Taobao market strategy implementation effect prediction, Strive to achieve the company in Taobao marketing objectives.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F724.6

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