網(wǎng)上商店的營(yíng)銷策略分析

市場(chǎng)營(yíng)銷論文編號(hào):YX046 論文字?jǐn)?shù):14659,頁(yè)數(shù):19 ,附任務(wù)書,開題報(bào)告,指導(dǎo)記錄表

目 錄
摘 要 I
Abstract II
前言 1
一、網(wǎng)上商店綜述 1
（一）網(wǎng)上商店的含義 1
（二）網(wǎng)上商店的特點(diǎn) 2
（三）網(wǎng)上商店的種類 2
（四）網(wǎng)上商店的營(yíng)銷優(yōu)勢(shì) 3
二、網(wǎng)上商店的營(yíng)銷策略分析 4
（一）網(wǎng)上商店的營(yíng)銷策略 4
（二）網(wǎng)上商店?duì)I銷策略中需注意的三個(gè)方面 9
三、網(wǎng)上商店未來(lái)的發(fā)展前景 10
四、網(wǎng)上商店實(shí)證分析 11
（一）淘寶女裝店發(fā)展歷程 11
（二）網(wǎng)店?duì)I銷策略分析 11
五、結(jié)束語(yǔ) 13
致謝 14
參考文獻(xiàn) 15

摘 要
 隨著互聯(lián)網(wǎng)在中國(guó)的進(jìn)一步普及應(yīng)用，網(wǎng)上購(gòu)物逐漸成為人們的網(wǎng)上行為之一。據(jù)中國(guó)互聯(lián)網(wǎng)信息中心的統(tǒng)計(jì)報(bào)告顯示，至2008年12月，中國(guó)網(wǎng)民數(shù)已增至2.98億人，中國(guó)網(wǎng)民購(gòu)物比例是22.6%。在這種情況下各類型的購(gòu)物網(wǎng)站在經(jīng)歷了2000年以來(lái)的泡沫之后，重新恢復(fù)了活力，取得飛速的發(fā)展。其中網(wǎng)上商店以其低成本、低啟動(dòng)資金、不需太多的專業(yè)知識(shí)、便于管理等優(yōu)點(diǎn)，得到許多創(chuàng)業(yè)者的青睞，越來(lái)越多的人紛紛加入到網(wǎng)上開店的隊(duì)伍中。可見在中國(guó)開展電子商務(wù)，即在網(wǎng)上開店的時(shí)機(jī)已經(jīng)趨于成熟，有眼光的商家已經(jīng)或正在紛紛建立自己的網(wǎng)上商店。
 網(wǎng)店是一種新興的網(wǎng)絡(luò)商業(yè)形式，這樣的形式伴隨著網(wǎng)絡(luò)的發(fā)展而逐漸發(fā)展壯大并有很強(qiáng)的生命力，在網(wǎng)絡(luò)時(shí)代網(wǎng)店會(huì)作為國(guó)民經(jīng)濟(jì)的重要組成部分并且提供大量的就業(yè)機(jī)會(huì)。正是由于都看到了這種網(wǎng)絡(luò)形式的前景，目前網(wǎng)上商店以每天1000家的速度在增加，但是也以百十家的速度倒閉，那么如何正確的應(yīng)用策略使自己的網(wǎng)店在千萬(wàn)個(gè)競(jìng)爭(zhēng)者中有一席之地呢？本文將重點(diǎn)圍繞網(wǎng)上商店的營(yíng)銷策略展開分析。

關(guān)鍵詞：電子商務(wù)，網(wǎng)上商店，營(yíng)銷策略

Abstract
Along with Internet's further universal application in China， the on- line shopping becomes one of people's net north bound gradually 。The st- atistics report of Chinese Internet information center suggests and goes  to December， 2008， Chinese netizen's counting has already increased in- to 298，000，000 people， Chinese netizen shopping proportion is 22.6%。In this case various shopping websites at experienced 2000 of foam behind， resumed vitality， obtained to fly soon of development。Among them， the web store doesn't with his/her low cost and low start funds and not need advantages， such as too many professional knowledge and easy to manag- ment。。。etc。 and get the favor of many who start a business， more a- nd more people join to set up shop in the net in succession of troops in。It is thus clear that develop electronic commerce in China， the opportune  oment that sets up shop online has already been tended to maturity， the store of taste just builds up his/her own web store in succession already or just。
The internet store is a kind of newly arisen network business form，t- he form like this accompanies with development but gradual developme- nt of network to strengthen also very strong vitality， will be a national e- conomy in the network era internet store of importance constitute part a- nd provide a great deal of employment opportunities。BE exactly because of the prospect that all saw this kind of network form， everyday 1000 sp- eed of the web store is increasing， but also close down by 110 speed cu- rrently， so how correctly apply strategy and make his/her own internet store at must there is a place in the competitor?This text will part- icularly surround the marketing strategy of web store to launch analysis。

Key words: electronic commerce，web store ，marketing strategy