本文選題：營銷策略　切入點：營銷方案　出處：《遼寧大學》2012年碩士論文　論文類型：學位論文

【摘要】：淘寶網(wǎng)成立于2003年,之后迅速發(fā)展成為亞太最大的網(wǎng)絡零售商圈。淘寶網(wǎng)提倡誠信、活躍、快速的網(wǎng)絡交易文化,堅持“寶可不淘,信不能棄”。在為淘寶會員打造更安全高效的網(wǎng)絡交易平臺的同時,也為更多網(wǎng)民提供就業(yè)機會。 本文主要針對淘寶網(wǎng)商家—X泳衣有限公司進行研究,研究如何在其輝煌的銷售業(yè)績基礎上,進行新的市場推廣方案,以鞏固其淘寶網(wǎng)泳裝類產(chǎn)品龍頭地位。并探討如何培養(yǎng)自己的品牌,如何給品牌定位使其可持續(xù)發(fā)展。本文研究在淘寶網(wǎng)這一特定市場環(huán)境下,如何推動產(chǎn)品的營銷組合戰(zhàn)略,如何開展營銷活動并取得預想效果。 本文第一章介紹X泳衣有限公司,分析泳衣行業(yè)現(xiàn)狀和泳衣市場,對網(wǎng)購條件下X泳衣公司進行SWOT分析,通過分析X泳衣公司網(wǎng)購條件下的優(yōu)勢、劣勢、機會和挑戰(zhàn),對其在淘寶網(wǎng)營銷環(huán)境有清晰的認識。根據(jù)以上分析,第二章首先確定X泳衣公司淘寶網(wǎng)的營銷目標。接著,對目標人群、產(chǎn)品和市場進行定位。最后,本章從產(chǎn)品策略、價格策略、渠道策略、促銷策略、公關營銷策略和專題策略這六個方面進行X泳衣公司淘寶網(wǎng)營銷策略的設計。在設計過程中,會把網(wǎng)絡銷售策略與傳統(tǒng)銷售策略相融合,產(chǎn)生適合X泳衣的營銷策略。接下來,根據(jù)第二章所制定的X泳衣淘寶網(wǎng)營銷策略,第三章提出具體的實施方案。淘寶網(wǎng)的聚劃算、首頁廣告等營銷資源都是淘寶網(wǎng)所獨有的,也是淘寶網(wǎng)非常成熟的商品推廣平臺,而這些都會采納進營銷方案里。X泳衣公司會善用這些資源優(yōu)勢,借助淘寶網(wǎng)這一銷售平臺,更便捷的推廣其營銷方案。在營銷方案的制定中,會結合網(wǎng)絡營銷的一些優(yōu)勢,擴大方案的影響力。最后一章,對X泳衣公司淘寶網(wǎng)市場策略實施進行效果預測,力求達到公司在淘寶網(wǎng)的營銷目標。
[Abstract]:Taobao was founded in 2003 and has since rapidly grown into the largest online retailer in Asia and the Pacific. Taobao advocates a culture of integrity, activity, and rapid online trading, insisting that "Bao can't be panned out." In order to create a more secure and efficient online trading platform for Taobao members, but also for more Internet users to provide employment opportunities. This paper mainly focuses on Taobao Merchants-X Swimsuit Co., Ltd. to study how to carry out a new marketing program based on its brilliant sales results. In order to consolidate its leading position of Taobao swimwear products, and to discuss how to cultivate its own brand and how to position its brand for sustainable development. This paper studies how to promote the marketing combination strategy of products under the specific market environment of Taobao. How to carry out marketing activities and achieve desired results. The first chapter of this paper introduces X Swimsuit Co., Ltd., analyzes the current situation of swimsuit industry and swimsuit market, carries on SWOT analysis to X Swimsuit Company under the condition of online purchase, analyzes the strengths, weaknesses, opportunities and challenges of X Swimsuit Company under the condition of online purchase. According to the above analysis, the second chapter first determines the marketing target of Taobao, X swimsuit company. Then, the target population, product and market are positioned. Finally, this chapter starts with the product strategy. The six aspects of price strategy, channel strategy, promotion strategy, public relations marketing strategy and special strategy are designed for Taobao of X swimsuit company. In the design process, the online sales strategy and the traditional sales strategy are combined. Next, according to the marketing strategy of Taobao X swimsuit made in the second chapter, the third chapter puts forward the concrete implementation plan. The marketing resources such as Taobao, home advertising and so on are all unique to Taobao. Taobao is also a very mature product promotion platform, and these will be adopted into the marketing plan. X swimsuit company will make good use of these resource advantages, with the help of Taobao, this sales platform, More convenient promotion of its marketing program. In the formulation of the marketing plan, will combine some advantages of online marketing, expand the impact of the program. The last chapter, the X swimsuit company Taobao market strategy implementation effect prediction, Strive to achieve the company in Taobao marketing objectives.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F724.6

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