基于提升用户体验的网络营销策略~解析.doc

基于提升用户体验的网络营销策略分析 ———以“三只松鼠”为例 摘 要 近年来，以提升用户体验为核心的网络营销策略正在被越来越多的人所认可和接受，也越来越得到各大电商企业的重视和应用。论文在借鉴以往成熟的网络营销策略理论的基础上，从提升用户体验的角度出发，通过对互联网坚果新贵“三只松鼠”的网络营销策略的探究和分析，介绍了其成功的经验以及存在的主要问题，并提出了相应的建议。 论文主要由五个部分组成，第一部分通过对我国当前的电子商务形势作简要分析，简要介绍了选题的背景和意义；第二部分主要是对常见的几种网络营销策略的简单概述；第三部分主要是对互联网环境下的用户体验及其提升进行了介绍和概述；第四部分作为论文的重点，通过对互联网坚果新贵“三只松鼠”进行介绍，分析了其成功的主要经验以及存在的主要问题，并结合企业自身情况提出了相应的改进策略，以期对“三只松鼠”网络营销工作方面的改进和完善有一定的参考价值；第五部分主要是对整篇论文进行了总结、概括及展望。 关键词：用户体验；三只松鼠；网络营销策略 The Network Marketing Strategy based on improving the User Experience analysis for Three squirrel - for example ABSTRAC In recent years, in order to enhance the user experience as the core of the network marketing strategy is being more and more recognized and accepted by people, but also more and more to get the attention of major commercial enterprises and applications. In the previous paper-based drawing mature network marketing strategy theory, enhance the user experience perspective from starting, through the Internet upstart nuts three squirrels to explore and analyze online marketing strategy, it introduced its successful experience and presence The main problem, and made recommendations accordingly. Thesis consists of five parts, the first part of our current situation, a brief analysis of e-commerce, introduces the background and significance; the second part is for several common Internet marketing strategy brief overview; s Third part is the user experience and enhance Internet environment were presented and overview; the fourth, as the focus of the paper, through the Internet upstart nuts three squirrels were introduced to analyze the success of its major experience and presence The main problem, and combined with their own situation raises the corresponding improvement strategies to the three squirrels network marketing work to improve and perfect a certain reference value; The fifth part is a summary of the whole paper, Summary and Outlook. Keywords: User experience; Three squirrels; Intern