网上商店的营销策略分析

论文编号:YX046 论文字数:14659,页数:19 ,附任务书,开题报告,指导记录表

摘 要
 随着互联网在中国的进一步普及应用，网上购物逐渐成为人们的网上行为之一。据中国互联网信息中心的统计报告显示，至2008年12月，中国网民数已增至2.98亿人，中国网民购物比例是22.6%。在这种情况下各类型的购物网站在经历了2000年以来的泡沫之后，重新恢复了活力，取得飞速的发展。其中网上商店以其低成本、低启动资金、不需太多的专业知识、便于管理等优点，得到许多创业者的青睐，越来越多的人纷纷加入到网上开店的队伍中。可见在中国开展电子商务，即在网上开店的时机已经趋于成熟，有眼光的商家已经或正在纷纷建立自己的网上商店。
 网店是一种新兴的网络商业形式，这样的形式伴随着网络的发展而逐渐发展壮大并有很强的生命力，在网络时代网店会作为国民经济的重要组成部分并且提供大量的就业机会。正是由于都看到了这种网络形式的前景，目前网上商店以每天1000家的速度在增加，但是也以百十家的速度倒闭，那么如何正确的应用策略使自己的网店在千万个竞争者中有一席之地呢？本文将重点围绕网上商店的营销策略展开分析。

关键词：电子商务，网上商店，营销策略

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

目 录
摘 要 I
Abstract II
前言 1
一、网上商店综述 1
（一）网上商店的含义 1
（二）网上商店的特点 2
（三）网上商店的种类 2
（四）网上商店的营销优势 3
二、网上商店的营销策略分析 4
（一）网上商店的营销策略 4
（二）网上商店营销策略中需注意的三个方面 9
三、网上商店未来的发展前景 10
四、网上商店实证分析 11
（一）淘宝女装店发展历程 11
（二）网店营销策略分析 11
五、结束语 13
致谢 14
参考文献 15