淘宝商城大学生市场营销策略研究.doc

PAGE 22 淘宝商城大学生市场营销策略研究 作者： 专业班级： 指导教师： 摘要 淘宝商城自2008年4月成立以来，至今已整合数千家品牌商、生产商，为商家和消费者之间提供一站式解决方案。提供100%品质保证的商品，7天无理由退货的售后服务，以及购物积分返现等优质服务。有调查表明，大学生网络普及率高，喜欢尝试新鲜事物，是网络购物的生力军，并且未来将成为网购的主流人群。 本文通过对淘宝商城的营销现状的分析，发现其存在的问题。并且通过设计调查问卷对大学生进行深度访问，发现大学生网购的规律和特点。以此为基础融合目前国内外B2C电子商务必威体育精装版研究成果、B2C相关从业人员的见解、B2C品牌商、生产商的电子商务发展规划以及自己的创造性思维，制定淘宝商城经销商的大学生市场营销策略，以便更好的满足大学生群体的购物需求。 关键词：淘宝商城 大学生市场 B2C 营销策略 Marketing strategy research on college students` market for Taobao Mall Abstract: Ever since its establishing in April 2008, TaobaoMall have integrated thousands of brand owners and manufacturers, providing the merchans and customers with one stop solutions. 100% quality guaranteed goods、Seven days without reason return after-sales service and shopping integral return now service are all its services. Research has suggested that college students are in high rate internet penetration, are willing to try something new,and will be the fresh trooops of online shoping. They are also supposed to be the mainstream crowd for online shoping in the future. In this paper, I will find out its problems through analysising its marketing management situation. And then I wil design questionnaires to go on a depth interviewing, finding out rules and characteristics of college students online shoping. Mix the newest research achievement in E-commerce especially B2C、the ideas of the E-commerce employees、the dovelopment plans of brand owners and manufacturers and my creating thinking together to make marketing strategy on college students` market for Taobao Mall,thus meeting the shopping demand of college students. Key words: Taobao mall students` market B2C Marketing strategy 目录 TOC \o 1-3 \h \z \u 第一章 前言 1 1.1 问题的提出 1 1.2 文献综述 2 1.3 研究方法 2 第2章 淘宝商城简介 3 第3章 淘宝商城营销现状及存在的问题分析 4 3.1 淘宝商城营销现状 4 3.1.1 定位中低客户群 4 3.1.2从免交易费向有偿增值服务方式转变 4 3.1.3 从单纯的买方市场定位向混合市场定位转变 4 3.1.4 由厂商自由定价 4 3.1.5 放心承诺 5 3.1.6 广告策略 5 3.1.7 平台垂直化，优化消费体验 6 3.2 存在的问题分析