C2C模式下網(wǎng)店的推廣策略研究

電子商務(wù)論文編號:DZ043    論文字?jǐn)?shù):9334,頁數(shù):14

目  錄

1  引言 ......................................................2
1.1 選題目的和意義 ...........................................2
1.2 國內(nèi)研究現(xiàn)狀 .............................................2
1.3 本文的主要內(nèi)容 ...........................................3
2  營銷推廣的理論分析 ........................................3
2.1 傳統(tǒng)營銷推廣理論 .........................................3
2.2 網(wǎng)絡(luò)營銷推廣理論 .........................................4
3  C2C電子商務(wù)網(wǎng)店的推廣策略 .................................5
3.1 在線推廣策略 .............................................5
3.2 無線推廣策略 .............................................7
3.3 離線推廣策略 .............................................8
4  C2C模式下網(wǎng)店推廣存在的問題及對策 .........................8
4.1 C2C網(wǎng)店推廣中存在的問題 ..................................8
4.2 解決C2C網(wǎng)店推廣中存在問題的對策 ..........................10
5  結(jié)論 ......................................................12
參考文獻(xiàn) .....................................................13
致   謝 ......................................................14

摘    要

      互聯(lián)網(wǎng)的興起使人們在網(wǎng)上購物成為現(xiàn)實,吸引了大量人在C2C交易平臺上注冊了自己的小店，在市場競爭激烈的情況下，如何把自己的小店在眾多網(wǎng)店中脫穎而出，打響知名度就成了當(dāng)務(wù)之急。目前，許多店主還停留在網(wǎng)店建設(shè)和推廣的階段。本文首先介紹分析了2006年網(wǎng)絡(luò)營銷國內(nèi)外的研究現(xiàn)狀，闡述了傳統(tǒng)營銷推廣理論到網(wǎng)絡(luò)營銷推廣理論的演變；其次站在店主的角度，列舉了一系列的C2C電子商務(wù)網(wǎng)店的推廣策略，把在線推廣與無線推廣、離線推廣整合起來，減少了單一手段存在的弊端；最后在此前的基礎(chǔ)上，分析了C2C電子商務(wù)模式下網(wǎng)店推廣中存在的問題及對策。

【關(guān)鍵詞】電子商務(wù)  C2C   網(wǎng)絡(luò)營銷  在線推廣 

Abstract

The application of Internet makes it possible for people to do shopping over Internet, and attracts the massive people to register their own shops in the C2C transaction platform. In the severe market competition, it is an urgent matter for enterprises how to make their small shop popular among multitudes of shops and well-known. At moment, many shop owners are in the stage of the building and promotion of their E-shop. The article firstly analyzes the present domestic and foreign research situation of E- marketing in 2006, and then elaborates the evolution from the traditional marketing promotion theory to the network marketing promotion theory. Next from the perspectives of shop owners,  it enumerates a series of promoting strategies about C2C electronic-commerce E-shop. For example, the integration of online promotion, wireless promotion and offline promotion can reduce the malpractices for the sole method. Finally, the paper analyzes some questions which exist in promotion for E- shops and offers several countermeasures.

【Key Words】 E-Commerce；C2C；E-Marketing；Online Promotion