c2c电子商务网站整合品牌传播模型分析——以淘宝网为例word格式论文.docxVIP

优秀毕业论文 精品参考文献资料 摘 要 近几年来，随着网络购物的普及，C2C 购物网站已经成为网民们生活的一部分。以 淘宝网为代表的国内 C2C 电子商务网站发展迅猛。淘宝占据着 80%以上的市场份额，研 究其优秀的整合品牌传播模式对 C2C 电子商务网站发展有着很强的借鉴意义。 本文第一章界定了品牌传播的概念，简要介绍了相关理论，第二章分析了中国 C2C 电子商务市场的概况，包括市场份额、发展状况及代表性网站。在回顾该市场发展历史 的基础上，分析了易趣网的成败，总结了淘宝网和拍拍网后来者居上的原因。第三章采 用汤姆·邓肯的整合品牌传播过程作为分析框架，首先进行来源分析，介绍了淘宝独特 的企业文化；接着进行信息分析，详细解读了淘宝网的四大类品牌传播信息；之后总结 了淘宝选择的品牌传播信息渠道；最后描画了淘宝的目标受众。第四章采用问卷调查法 进行滚雪球抽样，运用 SPSS 软件对数据进相关分析，调查了淘宝网四大类信息的品牌 传播效果并进行了比较，并在此基础上提出了对淘宝品牌传播的建议。第五章分析了淘 宝网对国内其他 C2C 电子商务网站的启示。 关键词：淘宝网 整合品牌传播 实证研究 II Abstract With the widely use of online shopping, C2C shopping website becomes part of internet users’ life. C2C shopping websites, represented by Taobao website which owns more than 80% market share, have developed rapidly. Studying on the successful Integrated Brand Communication (IBC) activities have reference to other C2C shopping websites. In chapter one, the definition of brand communication and the IBC theory have been introduced. In Chapter two, I have analyzed the situation of C2C e-commerce market, including the Market share, history and reprehensive websites. On the basis of reviewing the history, I summarized the failure of eBay in Chinese market and the success of Taobao and Paipai. Using the IBC theory as analyzing framework, I analyzed four part of Taobao website in chapter three. Part one involved analyzing the culture of Taobao, which had a great influence on other parts. Part two involved the analysis and compare of information delivered to targeted audience. Part three involved the analysis of channel by which Taobao delivered various kinds of information. The last part gives the portrayal of targeted audience of Taobao. In chapter four, basing on the data gathered by 129 questionnaires, I measured and compared the effect of four kind of brand communication information. Then suggestions were brought out according to the analysis. At last, I summarized what other websites could learn form Taobao. Key words: Integrated Brand Communication Taobao Empirical