2012届毕业生毕业论文（设计）
题目：淘宝C2C网店的营销策略研究
院(系)别专 业班 级学 号姓 名指导教师
管理学院 市场营销
二○一二年六月
：淘宝网店的营销策略研究
原 创 声 明
本人 郑重声明：所呈交的论文“淘宝C2C网店的营销策略研究”，是本人在导师张存明的指导下开展研究工作所取得的成果。除文中特别加以标注和致谢的地方外，论文中不包含任何其他个人或集体已经发表或撰写过的研究成果，对本文的研究做出重要贡献的个人和集体均已在文中以明确方式标明，本人完全意识到本声明的法律后果，尊重知识产权，并愿为此承担一切法律责任。
论文作者(签字)：
日期： 年
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日 月 毕业设计（论文）
摘 要
2003 年开始，中国电子商务的飞速发展使得网络经济在国民经济中的地位日益突显，原有的经济格局一再发生变化，尤其是近几年C2C 的迅猛发展更是催生了一批新型的商业活动实体——网络店铺。截止2009 年9 月的数据统计，中国C2C 网络店铺数量达到800 万，2009 年中国市场网络交易规模总额达到2388 亿元。
而从另一方面讲，中国的C2C 市场并不成熟，C2C 电子商务平台的此起彼落，易趣的落败,淘宝的强势,拍拍的崛起无不体现着中国C2C 市场竞争的激烈与残酷，而关乎中国C2C 发展命运的除了电子商务平台本身，网店本身的发展更为重要。这个群体生存与发展无任何经验与模式可借鉴，而恰好这个群体的经营者又都是缺乏系统管理理论指导的个体，他们的发展道路异常艰难。对于他们所处的宏观经济环境和微观市场环境无全局和清晰地认识，对自身的发展战略亦无可借鉴的成熟模式。
因此本文以淘宝网C2C网店的相关数据为研究对象，通过这些研究分析来解决关于淘宝网店的营销策略问题。文章对国内网上商店的发展现状和淘宝网概况进行了描述。对淘宝网店进行了目标市场选择和定位，网店营销环境做了探讨分析。重点对淘宝网网店的营销策略进行了研究——淘宝网网店的产品策略，价格策略，渠道策略以及促销手段。通过汇总分析和问题解决，使人们更好的了解如何在淘宝网店进行营销活动，这对加快网上商店的发展有一定的指导意义。
关键词：淘宝C2C网店，产品策略，价格策略，促销手段，营销策略
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：淘宝网店的营销策略研究
Abstract
In 2003, China has made rapid development of e-commerce networks in the national economy becomes ever more important, the old economic pattern of repeated changes,especially in the last few years, the rapid development of C2C is spawned a number of new business activities entity - E-shop. As of September 2009 data, China's C2C network number of shops up to 800 million, in 2009 China's market size of network transactions amounted to 238.8 billion yuan.
From the other hand, China's C2C market is not mature, C2C e-commerce platform, one after another, eBay lost, Taobao is strong, Paipai invariably reflects the rise of China's C2C market competition fierce and cruel , the fate of China's development in addition to C2C e-commerce platform itself, the Shop's own development is more important. Survival and development of this group with no experience and model to refer to ,they are also lack of a systematic management theory to guide individuals, their path of development were difficult. also lack of clear understanding of the overall situation and the macroeconomic environment and micro-market environment.
Therefore,this paper is based on the analysis of the data related with Taobao C2C online stores, and by using these research studies to solve any problem with selling strategies。 This article describes the summary of the current conditions of the national online shopping development。 The selling strategies of the Taobao online stores are mainly studied- which include production, pricing, distribution channel, as well as promotion strategies of Taobao Online shopping centers。 Therefore, we are able to provide better service to the public with conclusive analysis and problem solving strategies, in such way that contributes to the online shopping development。
Key words：Taobao online stores，Production strategies ，Price strategies ，Selling strategies，
Promotion strategies
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毕业设计（论文）
目 录
前 言 ..............................................................................................................................................1 1国内C2C网上商店的发展概况 ...................................................................................................2
1.1我国C2C电子商务平台的发展现状 ................................................................................2 1.2我国C2C电子商务平台的发展历史 ................................................................................3 1.3淘宝网及其C2C网店概况 ................................................................................................4 2淘宝网网店的营销环境分析 .......................................................................................................6
2.1市场营销环境中宏观的制约因素 ....................................................................................6
2.1.1中国的总体经济形势 .............................................................................................6 2.1.2电子商务的发展 .....................................................................................................7 2.1.3互联网交易的法律背景 .........................................................................................8 2.1.4科技背景 .................................................................................................................9 2.2微观环境分析 ..................................................................................................................10
2.2.1现存的竞争 ...........................................................................................................10 2.2.2替代品威胁 ...........................................................................................................10 2.2.3消费者的心理特点 ............................................................................................... 11 2.2.4供应商的特点 .......................................................................................................12 2.3 SWOT分析 ........................................................................................................................12
2.3.1优势 .......................................................................................................................12 2.3.2劣势 .......................................................................................................................13 2.3.3机会 .......................................................................................................................13 2.3.4威胁 .......................................................................................................................15
3网店目标市场选择及其定位 .....................................................................................................17
3.1市场细分策略 ..................................................................................................................17 3.2网店目标市场策略 ..........................................................................................................18 3.3市场定位 ..........................................................................................................................19
3.3.1根据消费者对产品和服务的需求特征定位 .......................................................19 3.3.2根据竞争者的市场定位确定本网店的定位 .......................................................19
4淘宝网店营销策略分析 .............................................................................................................21
4.1产品策略 ..........................................................................................................................21
4.1.1网店销售商品具备的条件 ...................................................................................21 4.1.2适合在网上商店销售的商品 ...............................................................................21 4.1.3商品类型和经营风格的一致性 ...........................................................................22
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