本文選題：網絡營銷 + 淘寶店��； 參考：《東華大學》2016年碩士論文

【摘要】：隨著中國的網購規(guī)模屢創(chuàng)新高,比如僅2015年雙11一天,天貓的成交金額就達到912億元,如此大的蛋糕吸引著越來越多的商家加入電商領域,但同時也有很多的網店商家不懂網絡營銷的方法,在無邊界的線上競爭中不斷地被淘汰。電商時代的到來,對傳統(tǒng)的市場營銷理論提出了挑戰(zhàn),迫切需要與網店相適應的營銷理論來指導營銷行為。本文研究的是一家之前在線下作進口二類醫(yī)療器械批發(fā)代理的商家,后受行業(yè)大環(huán)境影響入駐了淘寶網開設了一家網店。該商家希望可以站在跨境電商的風口,直接面向終端消費者,拓展業(yè)務渠道,提升銷售額,傳播品牌影響力。本文先從此網店的基本情況和面臨的外部環(huán)境因素分析入手,運用4C營銷理論對其現在的營銷狀況進行了分析,得出店鋪面臨的營銷現狀和不足的地方,然后提出了營銷策略,最后從店鋪銷售額變化等多方面對營銷策略效果進行評價。本文按以下順序進行了相關研究:首先是緒論。主要說明了本文的研究背景、研究的目的和意義;其次是電商營銷相關理論的綜述,闡述了營銷理論的演化歷程和網店最前沿的營銷方式,總結了電商網絡營銷的特點,提出了實施網絡營銷的方法和評價方式。其次是對a淘寶店的營銷環(huán)境概述。先介紹了店鋪的瀏覽量、信用級別及銷售額等基本情況,然后再基于目前的營銷現狀下運用spss對店鋪銷售數據進行了預測分析,最后再通過外部因素評價矩陣efe工具對店鋪的外部的機會和威脅進行了分析和評分。然后是基于4c理論的a淘寶店分析。本章采用了4c理論對店鋪進行了客戶的需求、成本、溝通和便利四個角度的研究,具體包括:行業(yè)的搜索熱詞、消費者的行為偏好和目標人群畫像和定位;買家的消費能力與成交價格帶;詢單轉化率和dsr動態(tài)評分;還有付款方式與物流時效等。通過這些分析,得出了店鋪的營銷現狀和不足之處。再次是對A淘寶店營銷策略設計。該章承接上一章的分析結果,提出了多方面的營銷策略,其中有:店鋪風格定位策略(包括外部店鋪差異化和內部蝴蝶產品定位)、客服的提升策略(培訓與話術技術和業(yè)績導向的驅動)、會員營銷維護策略(包括RFM模型整理和休眠會員激活以及與會員的互動營銷)、多方位促銷策略(包括限時折扣和關聯營銷等)和口碑管理策略(包括詳細頁優(yōu)化和中差評修改與解釋等)。最后是營銷策略實施效果評價。本章用報表說話,選取了營銷策略實施前與后的銷售數據對比,并根據是否大于前文基于SPSS的預測值,從而評價前章營銷策略的有效性。
[Abstract]:With China's online shopping scale hitting new highs, for example, in 2015 alone, the volume of Tmall transactions reached 91.2 billion yuan, attracting more and more businesses to join the e-commerce sector. But at the same time, there are also a lot of online stores do not understand the method of network marketing, in the borderless online competition is constantly eliminated. With the advent of e-commerce era, the traditional marketing theory is challenged, and the marketing theory adapted to the online store is urgently needed to guide the marketing behavior. This paper studies a business that used to be a wholesale agent of imported medical devices online, and then opened a shop in Taobao under the influence of the industry environment. The company hopes to stand at the tuyere of cross-border e-commerce, directly to end consumers, expand business channels, increase sales, and spread brand influence. Starting with the analysis of the basic situation and the external environmental factors of the online store, this paper analyzes the current marketing situation of the shop by using the 4C marketing theory, and then puts forward the marketing strategy. Finally, the effect of marketing strategy is evaluated from many aspects, such as the change of store sales. This article has carried on the related research in the following order: first is the introduction. This paper mainly explains the research background, the purpose and significance of the research. Secondly, it summarizes the related theories of e-commerce marketing, expounds the evolution of marketing theory and the most advanced marketing methods of online stores, and summarizes the characteristics of e-commerce network marketing. The method and evaluation method of implementing network marketing are put forward. Next is to a Taobao shop's marketing environment outline. This paper first introduces the basic information of the shop, such as the number of views, the credit level and the sales volume, and then, based on the current marketing situation, uses spss to forecast and analyze the store sales data. Finally, the external opportunity and threat are analyzed and evaluated by the external factor evaluation matrix efe tool. Then is based on the 4c theory of a Taobao shop analysis. This chapter uses 4C theory to study the customers' demand, cost, communication and convenience, including: industry search hot words, consumer behavior preference and target crowd portrait and location; Buyer's consumption power and transaction price belt; order conversion rate and dsr dynamic score; payment method and logistics timeliness. Through these analysis, we get the marketing status and shortcomings of the store. Again is to A Taobao store marketing strategy design. This chapter follows the analysis results of the previous chapter, and puts forward various marketing strategies. These include: store style positioning strategy (including external store differentiation and internal butterfly product positioning), customer service promotion strategy (training and communication technology and performance-oriented driving force), member marketing and maintenance strategy (including RFM model) Organize and dormant member activation and interactive marketing with members, multi-faceted promotion strategies (including time-limited discounts and association marketing, etc.) and word-of-mouth management strategies (including detail page optimization and margin revision and interpretation, etc.). Finally, the effect evaluation of marketing strategy implementation. This chapter uses the report to speak, selects the sales data before and after the implementation of the marketing strategy, and evaluates the effectiveness of the marketing strategy in the previous chapter according to whether it is greater than the prediction value based on SPSS.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6;F274

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