湖南交通职业技术学院毕业论文题目：亚马逊电子商务营销模式作者：杨夏唯学号：201113370130学院(系)：物流管理学院专业：电子商务指导者：彭宁(姓名)(专业技术职务)评阅者：彭宁(姓名)(专业技术职务)2013年11月20日-II第3页共33页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共33页亚马逊电子商务的营销模式摘要：本文以亚马逊的网络营销为例，运用市场营销4R模式进行案例分析，介绍该网站电子商务环境下的市场规模、用户增长量以及市场竞争。在市场竞争日趋激烈的时代,亚马逊不仅重视品牌知名度的长期建设，而且还通过各种手段稳固在重要市场的竞争优势。关键词：电子商务网络营销模式E-commercemarketingmodelAbstract：InthispapertheAmazonnetworkmarketingasanexample,theuseofmarketing4Rmodelcaseanalysis,introducethewebsiteundertheenvironmentofecommercemarketscaleusergrowthan-dmarketcompetition.Inthefiercemarketcompetitionera,Amazonnotonlypayattentiontolongtermbuildingbrandawareness,butalsothroughavarietyofmeansfirmlyinthemarketcompetitiveadvantage.Keywords：electroniccommerceinternetmarketingstrategy第4页共33页第3页共33页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共33页目录引言：..............................................................................41绪论..............................................................................41.1研究背景....................................................................41.2研究意义....................................................................41.3研究内容....................................................................52亚马逊发展现状分析................................................................72.1现状........................................................................72.2B2C电子商务网站的现状......................................................72.3用户增长量..................................................................73亚马逊技术模式分析...............................................................113.1搜索引擎技术...............................................................113.2亚马逊服务.................................................................113.3顾客的问题解答技术.........................................................114亚马逊产品模式分析...............................................................134.1亚马逊的产品分类...........................................................134.2亚马逊的产品人性化模式.....................................................144.3亚马逊的品牌模式...........................................................155亚马逊价格模式分析...............................................................175.1定价目标...................................................................175.2确定需求...................................................................175.3估计成本...................................................................185.4选择定价模式...............................................................185.5选择最终价格...............................................................196亚马逊渠道模式分析...............................................................206.1优化购物步骤...............................................................206.2对于物流配送...............................................................206.3自建配送队伍...............................................................206.4对第三方物流管理........................................
