天猫店铺网络营销及运营策略研究.doc

PAGE PAGE 19 天猫店铺网络营销及运营策略研究 摘要：当前，互联网对于人们来说已经是一个异常熟悉的工具。更加多的人将视野从线下实体店转移到线上网络商店使得电商行业发展迅速。在此背景下，越来越多的企业将B2C领域中快速成长的天猫平台作为了他们提升企业经济效益的首要选择。随着网络销售市场竞争愈加激烈，企业能否将网店进行有效的管理运营，在当今电子商务兴盛的大环境中已经成为一项考验。所以，我们现在需要对店铺运营策略进行更深层次的探析。 本文主要是针对中国的网络营销大环境与电子商务经济发展形势，辅以天猫平台的研究，提出了适用于天猫商家进行网络营销与店铺运营的一系列措施。首先介绍的是国内网络营销的发展状况，其次介绍目前国内的网购市场的宏观环境，其中包括其网络购物市场规模、网络用户的消费特征与网购市场未来的发展走向。最后主要通过对天猫平台的分析以及对天猫商家的优劣势调查，提出了一些适用的店铺运营的策略方法。 关键词：网络营销；天猫店铺；网络购物；电子商务 Research on Network Marketing and Operation Strategy of Tmall Stores Abstract: At present, the Internet is already a familiar tool for people. More people will be vision from the offline store to online store making the rapid development of electricity business. In this context, the “Tmall” which has the rapid development has become the primary choice of many companies to enhance their economic efficiency. With the increasingly fierce competition in the network sales market, for the vast majority of settled in terms of business, shop management and management capabilities have become a business of a test. In view of this, helping Tmall businessmen to enhance the operational capacity has been an important subject in front of us. Mainly for Chinese Internet marketing environment and e-commerce economic development situation, supplemented by the study of the platform, this paper proposes for the Tmall business network marketing and store operations a series of measures. This paper first introduces the status of Chinese network marketing. Secondly, it introduces the environment of Chinese online shopping market, including its market size, consumption characteristics and future trends. Finally, through the analysis of Tmall platform and the survey about the advantages and disadvantages of Tmall businessmen, I put forward some applicable store operations and strategy method. Keywords: Network marketing; Tmall Stores; On-line shopping; E-commerce. 一、绪论 现在中国的经济水平与科技水平和以前相比有了非常大的提升，人们对于互联网的形象与功能得使用愈发熟悉。现在网络用户数量急剧增加，基本上每个人每天都离不开手机与网络，大家除了使用微信、QQ等软件