淘宝网成功经验的借鉴.doc

摘要 2008年以来，受到全球金融危机蔓延深化的影响，我国多数行业都受到了不同程度的冲击。但作为网络零售的电子商务行业的淘宝网的发展却一路繁荣，成为危机背景下经济增长的一个亮点。淘宝网现在业务跨越C2C（个人对个人）、B2C（商家对个人）两大部分。截至2009年底，淘宝拥有注册会员1.7亿，覆盖了中国绝大部分网购人群；2009年全年交易额达到2083亿人民币，是亚洲最大的网络零售商圈。国内著名互联网分析机构艾瑞咨询调查显示，淘宝网占据国内电子商务80%以上的市场份额。2007年，淘宝的交易额实现了433亿元，比2006年??淘宝开店增长156%。2008年上半年，淘宝成交额就已达到413亿元。2009年全年交易额达到2083亿人民币。 关键词：淘宝网；零售业态；竞争战略；扩张战略；特色经营；成功经验 Abstract Since 2008, the global financial crisis spread by the deepening of influence, Chinas most industries by different degree of impact but as a network of retail e-commerce industry the development of taobao has a prosperous, become crisis under the background of the economic growth a window of the dragons now business across C2C (personal to individual) B2C (business to individual) two most by the end of 2009, taobao has 170 million registered members, covering China net buys most of people; Year 2009 amounted to 208.3 billion RMB, is the Asian largest retail network business circle and domestic famous Internet analysis organization ereli consulting, according to the survey, domestic electronic commerce taobao occupy more than 80% of the market. In 2007, the turnover realized taobao, 43.3 billion yuan more than 2006 set up shop clean out treasure growth of 156% in the first half of 2008, clean out treasure had reached 41.3 billion yuan turnover in 2009 amounted to 208.3 billion yuan this year to the success of the taobao as an example, the retail formats respectively competition strategic expansion strategy and taobao characteristic management analysis, and sums up the successful experience and clean out treasure to other electronic commerce network for reference. Key words: dragons; Retail formats; Competitive strategy; Expansion strategy; Characteristic management; Successful experience 目录 中文摘要……………………………………………………………………………(I) 英文摘要 …………………………………………………………………………（II） 一、零售业态分析 …………………………………………………………………（1） （一）全新商业模式：无店铺的网络商店………………………………………（1） （二）全新就业模式：创造100万就业机会(一)从单纯的买方市场定位向混合市场定位转变,价值诉求清晰(二)产品从同质性向高度差别化转变,获得垄断性产品