網絡購物平臺的贏利模式探析——以淘寶為例

電視制片管理論文編號:DSZP028 論文字數:8566,頁數:12 附任務書,開題報告,中期檢查表,指導記錄,答辯表

目  錄  
緒論 1
一、網絡購物平臺的定義與分類 1
（一）網絡購物平臺的定義 1
（二）網絡購物平臺的分類 2
二、網絡購物平臺的現狀分析 2
三、網絡購物平臺的盈利模式分析——以淘寶網為例 3
（一）廣告 3
（二）增值業務產品 5
（三）淘寶商城 5
（四）支付寶 6
四、網絡購物平臺的發展前景及建議 6
致謝 9
參考文獻 10

 摘要: 隨著我國網絡技術的迅速發展，網絡購物也得到飛速發展，打破了原有的市場格局，使傳統企業倍感壓力。但是，目前的網絡購物平臺競爭壓力大，尋求一個適合自身發展的盈利模式成為各網絡購物平臺迫在眉睫的難題，盈利是企業生存之本，在未來的網購行業內，誰能在盈利模式上走的更好，市場份額將有所改觀。本文通過對網絡購物平臺的定義及現狀分析，并以淘寶網為例，分析其成功的盈利模式，以期為各個網絡購物平臺提供借鑒，找到適合我國網絡購物平臺現行情況又持續可行的盈利模式。
 關鍵詞：網絡購物平臺   淘寶網   市場份額  盈利模式
  
REVENUE MODEL ANALYSIS FOR ONLINE SHOPPING PLATFORM
 —TAKE TAOBAO FOR EXAMPLE
 ABSTRACT: With the rapid development of network technology,shopping online is also advancing rapidly,restructuring the existing market and putting more pressure on traditional enterprises.However,the current online shopping market,with its fierce competition,makes it urgent for those online shopping platforms to secure a suitable profit model.Enterprise cannot go without profit.The market share of the industry depends on enterprises' willingness to work out a better profit model.By defining and analysing the online shopping platform,and by taking Taoboo as the example of successfuk profit model.The paper attempts to offer some methods to other online shopping platforms,and to find a profit model that is both practical and consistent for the industry in China.
  Key words：Online shopping platform, Taobao, Market share, Profit model