本文選題：微型B2C在線書店 + 網(wǎng)絡推廣　； 參考：《北京交通大學》2012年碩士論文

【摘要】：伴隨著電子商務的發(fā)展,廣大微型B2C在線書店充分利用互聯(lián)網(wǎng)優(yōu)勢,為客戶提供便捷的網(wǎng)絡購書服務并以此實現(xiàn)自身利潤。但是該類在線書店由于在人、財、物等資源方面的不足,導致在網(wǎng)絡推廣方面出現(xiàn)難題以及由此造成了訪問量和銷售量不理想、網(wǎng)站知名度低等一系列生存問題。 本文旨在幫助廣大微型B2C在線書店在網(wǎng)絡推廣方面尋求新的突破,基于網(wǎng)絡推廣理論、電子商務網(wǎng)絡特征、B2C理論,并且結合微型B2C在線書店的經(jīng)營實際,在考慮成本和收效的基礎上,根據(jù)微型B2C在線書店在人力、資金、發(fā)展目標等方面在不同推廣階段表現(xiàn)出來的不同特點,對微型B2C在線書店的網(wǎng)絡推廣階段進行了劃分,將其劃分為初創(chuàng)期、成長期、成熟期、衰退期,然后分析、對比了常用的15種網(wǎng)絡推廣方法的特點,為該類書店提出符合不同推廣階段的網(wǎng)絡推廣方法選擇,同時詳細的闡述了初創(chuàng)期網(wǎng)絡推廣方法的實施策略,從而形成了微型B2C在線書店的網(wǎng)絡推廣模式,為微型B2C在線書店的網(wǎng)絡推廣提供了理論和方法指導。 基于提出的微型B2C在線書店網(wǎng)絡推廣模式,本文選取了中國傳統(tǒng)文化在線書店作為推廣案例,對其的發(fā)展階段進行定義,為其選擇合適的網(wǎng)絡推廣方法并進行實施。 本文包含圖11幅,表9個,參考文獻40篇。
[Abstract]:With the development of electronic commerce, the vast number of micro-B2C online bookstores make full use of the advantages of the Internet to provide customers with convenient online book-buying services and realize their own profits. However, due to the lack of resources, such as people, money and goods, this kind of online bookstores has caused problems in network promotion and resulted in a series of survival problems, such as the unsatisfactory number of visits and sales, the low popularity of websites, and so on. The purpose of this paper is to help the vast number of micro B2C online bookstores to seek new breakthroughs in the field of network promotion. Based on the theory of network promotion, the theory of electronic commerce network features is discussed, and the management practice of miniature B2C online bookstores is combined. On the basis of considering the cost and effect, according to the different characteristics of micro B2C online bookstore in manpower, capital and development target, the network extension stage of micro B2C online bookstore is divided. It is divided into initial stage, growth period, mature period and decline period. Then, the characteristics of 15 kinds of network extension methods are compared, and the network extension methods suitable for different extension stages are proposed for this kind of bookstores. At the same time, the implementation strategy of the network extension method in the initial period is expounded in detail, thus the network promotion mode of the micro B2C online bookstore is formed, which provides the theory and method guidance for the network promotion of the micro B2C online bookstore. Based on the proposed network extension model of micro B2C online bookstore, this paper selects Chinese traditional online bookstore as a case study, defines its development stage, selects appropriate network promotion methods for it and carries on the implementation. This paper includes 11 figures, 9 tables and 40 references.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G235

【參考文獻】

相關期刊論文 前10條

1 孫彬;王東;;搜索引擎排名與電子商務搜索營銷分析[J];商業(yè)研究;2008年01期

2 陳氫;;基于產品的電子商務營銷模式探析[J];商業(yè)研究;2008年08期

3 史達;;互聯(lián)網(wǎng)顧客體驗與顧客網(wǎng)站忠誠度的關系研究——以結構方程模型為基礎[J];財經(jīng)問題研究;2009年01期

4 魯瑛;;ebay易趣與淘寶網(wǎng)的C2C電子商務發(fā)展狀況分析[J];佛山科學技術學院學報(自然科學版);2007年01期

5 王經(jīng)緯;;我國C2C電子商務發(fā)展問題與對策[J];合作經(jīng)濟與科技;2007年11期

6 李玉輝;網(wǎng)絡營銷與企業(yè)營銷模式的創(chuàng)新發(fā)展[J];經(jīng)濟師;2000年08期

7 林小蘭;;我國中小型企業(yè)網(wǎng)絡營銷策略分析[J];江蘇商論;2008年11期

8 吳敬;;淺析網(wǎng)絡營銷組合策略[J];商場現(xiàn)代化;2006年08期

9 王龍,錢旭潮;消費者互聯(lián)網(wǎng)購買行為類型分析[J];市場周刊.財經(jīng)論壇;2004年03期

10 潘勇;;電子商務市場聲譽運行模式：理論模型與實踐意義[J];商業(yè)經(jīng)濟與管理;2008年02期

，

本文編號：2028843