郑州科技学院
专科毕业设计（论文）
题 目 学生姓名 专业班级 学 号 所 在 系 指导教师 完成时间
个人网店营销策略探讨 张栩恒 电子商务（2）班 200906071 经济贸易系 孟刚 2012年4月1日
个人网店营销策略探讨
个人网店营销策略探讨
摘要
本文简要介绍了网上商店的含义、特点及类型,分析了当前网上商店在经营上遇到的一些问题，电子支付方面、安全隐私方面、货物配送方面。以及详细地探讨了网上商店在经营上的策略，分析网店如何定位、讨论网店在经营上的策略。本文确研成果可以帮助从事网上开店的个人及企业降低和规避经营风险，如何吸引顾客，留住顾客，让网上商店成功经营起来，从而从中获利。
只有充分利用网络资源营造出一个有利于自身发展的网上经营环境，才能在激烈的市场竞争中立于不败之地。随着“电子商务”的呼声在中国日渐高涨，网上商店的模式也慢慢被消费者认可和接受，在零售业竞争如此激烈的今天，网上零售商不仅要与传统零售商共分一杯羹，还要在网络同行中占有一席之地，可谓任重道远。
关键词：网店；经营；策略
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个人网店营销策略探讨
Discuss about Online business
strategy
Abstract
This paper briefly introduces the online store of its concept, characteristics and types, detailed discusses the current online stores in the management of some questions. Electronic payment aspects, safety privacy and cargo distribution. And discussed in detail in the business of online shop, analyzes how online strategy in business orientation, discuss the strategies on the net. This paper could help research achievement in that shop attached to personal and enterprise to reduce and avoid business risks, and how to attract customers, retaining customers operate successfully, let online stores it so as to profit from it.
Only make full use of network resources to create a conducive to the development of their own online business environment, to the fierce market competition. As \calls growing in China, online stores pattern also slowly recognized and accepted by consumers the intense competition in retailing, online retailers today with traditional retailers were not only to partake in network counterparts, but also, it occupies a place to implement.
KEY WORDS: online; Business; strategy
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个人网店营销策略探讨
目录
一 引言??????????????????????????????????1 二 网店概述? ?????????????????????????????? ? 2 （一）什么是网店??????????????????????????????2 1、网店的起源????????????????????????? ??????2 2、网店的发展前景 ?????????????????????????????2 （二）网店的特点??????????????????????????????3 （三）网店的类型及经营模式?????????????????????????3 1、综合商城??????????????????????????????3 2、百货商店??????????????????????????????4 3、垂直商店????????????????????????????????4 4、复合品牌店???????????????????????????????4 5、轻型品牌店?????????????????????????????5 6、服务型网店???????????????????????????????5 7、导购引擎型???????????????????????????????5 三 网店经营过程中的问题????????????????????? ?????7 （一）网店经营中的问题???????????????????????????7 1、电子支付方面??????????????????????????????7 2、安全隐私方面??????????????????????????????7 3、货物配送方面??????????????????????????????7 四 网店经营策略????????????????????????????9 （一） 网上商店对传统商店的影响???????????????????????9 1、营销理念发生深刻变化??????????????????????????9 2、商业利润的来源渠道改变?????????????????????????9 3、对传统商业中介的影响??????????????????????????9 4、商业品牌无形资产的价值倍增???????????????????????9 （二） 网上商店的定位???????????????????????????10 1、顾客定位?????????????????????????????10 2、商品定位?????????????????????????????10 3、服务定位??????????????????????????????11 4、价格定位??????????????????????????????11 5、商域定位??????????????????????????????12 （三） 网店的经营策略???????????????????????????13 1、吸引顾客策略??????????????????????????????13
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个人网店营销策略探讨
2、信任建立策略??????????????????????????????13 3、销售促成策略??????????????????????????????13 4、情感投资策略??????????????????????????????14 结束语 ????????????????????????????????? 15 致谢???????????????????????????????????16 参考文献?????????????????????????????????17
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