【摘要】：隨著電子商務(wù)在我國(guó)的大力發(fā)展,人們?cè)絹?lái)越多的網(wǎng)購(gòu)需求,與網(wǎng)絡(luò)中紛繁復(fù)雜的商品信息之間產(chǎn)生了矛盾。人們希望可以通過(guò)其他途徑,更便捷更迅速地了解自己中意商品在網(wǎng)絡(luò)中的信息與價(jià)格,導(dǎo)購(gòu)網(wǎng)站就此應(yīng)運(yùn)而生了。導(dǎo)購(gòu)網(wǎng)站,是一種基于互聯(lián)網(wǎng)技術(shù)背景下的信息推送網(wǎng)站,它將散布在網(wǎng)絡(luò)中的商品信息與打折信息匯總,借助網(wǎng)絡(luò)向不同類型和需求的客戶提供各種信息的導(dǎo)購(gòu)服務(wù),滿足他們了解市場(chǎng)動(dòng)態(tài)和商品信息的需求。該類網(wǎng)站是以服務(wù)消費(fèi)者需求作為宗旨,利用先進(jìn)的互聯(lián)網(wǎng)技術(shù)對(duì)分布在網(wǎng)絡(luò)上的各類產(chǎn)品進(jìn)行分類和評(píng)估,通過(guò)有價(jià)值的信息和建議幫助消費(fèi)者在進(jìn)行購(gòu)物過(guò)程中提供有意義的參考,幫助消費(fèi)者更好的實(shí)現(xiàn)購(gòu)買(mǎi)商品和消除心理誤差,并提供用戶之間對(duì)購(gòu)買(mǎi)行為和商品使用體驗(yàn)交流的平臺(tái)。目前我國(guó)的導(dǎo)購(gòu)網(wǎng)站行業(yè)發(fā)展迅猛,越來(lái)越多的網(wǎng)站運(yùn)營(yíng)者們,進(jìn)入了這一領(lǐng)域。但是單純的向消費(fèi)者提供信息,使網(wǎng)站之間沒(méi)有形成比較優(yōu)勢(shì),缺乏差異化的特質(zhì),網(wǎng)站本身也無(wú)法形成品牌效應(yīng)。信息在網(wǎng)站直接被惡意轉(zhuǎn)載,消費(fèi)者最終在不同導(dǎo)購(gòu)網(wǎng)站中瀏覽的信息趨于一致,從而使目前市場(chǎng)中的導(dǎo)購(gòu)網(wǎng)站逐步趨于同質(zhì)化。本文通過(guò)理論的研究,先對(duì)導(dǎo)購(gòu)網(wǎng)站的整體環(huán)境做了分析,得出了影響導(dǎo)購(gòu)網(wǎng)站發(fā)展的有利與不利的因素。之后以S導(dǎo)購(gòu)網(wǎng)站進(jìn)行實(shí)例分析,通過(guò)SWOT分析,對(duì)S網(wǎng)站本身的優(yōu)勢(shì)與劣勢(shì),機(jī)會(huì)與威脅進(jìn)行了深入的分析。之后以STP市場(chǎng)細(xì)分理論為基礎(chǔ),為S網(wǎng)站選擇適合其發(fā)展的市場(chǎng)定位。最后,以AISAS模型為基礎(chǔ),提出了以用戶分享——Share為核心的AISAS閉環(huán)模式,為導(dǎo)購(gòu)網(wǎng)站提供相應(yīng)的營(yíng)銷策略。同時(shí),為相應(yīng)營(yíng)銷策略在網(wǎng)站中的開(kāi)展,提出了一些保障的措施。本文也希望以對(duì)S導(dǎo)購(gòu)網(wǎng)站營(yíng)銷策略的研究與討論,為導(dǎo)購(gòu)網(wǎng)站在我國(guó)的發(fā)展提供一些參考與借鑒。
[Abstract]:With the rapid development of electronic commerce in China, more and more people need online shopping, which is in contradiction with the complicated commodity information in the network. People hope to get to know the information and price of their favorite goods in the network more conveniently and quickly through other ways. Shopping guide website is a kind of information push website based on Internet technology. It aggregates the commodity information and discount information scattered in the network, and provides various kinds of information guide service to customers of different types and needs with the help of the network. Meet their needs to understand market dynamics and commodity information. The purpose of this kind of website is to serve the needs of consumers, using advanced Internet technology to classify and evaluate all kinds of products distributed on the network. Through valuable information and advice to help consumers in the process of shopping to provide meaningful reference, help consumers to better achieve the purchase of goods and eliminate psychological errors, And provides the user to purchase behavior and the commodity use experience exchange platform. At present, the website industry of our country develops rapidly, more and more website operators enter this field. But simply to provide information to consumers, so that there is no comparative advantage between websites, the lack of differentiation characteristics, the website itself can not form a brand effect. The information is reproduced maliciously directly on the website, and the information that consumers browse in different shopping guide websites tends to be consistent, which makes the shopping guide websites in the current market tend to homogeneity step by step. Through theoretical research, this paper first analyzes the overall environment of the shopping guide website, and draws the favorable and unfavorable factors that affect the development of the shopping guide website. Then, through the analysis of SWOT, the paper analyzes the advantages and disadvantages, opportunities and threats of S website. Then, based on the theory of STP market segmentation, we choose the suitable market position for S website. Finally, based on the AISAS model, a AISAS closed loop model based on user sharing-Share is put forward, which provides the corresponding marketing strategy for the purchase guide website. At the same time, in order to carry out the corresponding marketing strategy in the website, put forward some safeguard measures. This paper also hopes to provide some reference and reference for the development of guided purchase website in our country by researching and discussing the marketing strategy of S guide website.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F724.6

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本文編號(hào)：2335603