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南京大学毕业设计（论文）毕业论文（申请学士学位）论文题目：淘宝网的营销策略研究作者：时巍专业：电子商务指导教师：高惠滨学号：Yc091213025论文答辩日期：12月4日二○一○年月日1南京大学毕业设计（论文）淘宝网的营销策略研究StudyonMarketingStrategyofTaobao2南京大学毕业设计（论文）淘宝网的营销策略研究摘要随着中国互联网的蓬勃发展，越来越多的年轻人认可网络购物，电子商务已经开始成为主流购物方式，而且购物范围也越来越广。淘宝网是国内C2C电子商务网站中，成长最快、最成功的一例，依靠免费策略彻底打乱了易趣原有的盈利模式，在很短的时间内就打败了易趣。随后作为国内C2C电子商务模式的领军者，淘宝网在信息交互、诚信安全、支付方式、物流等各方面均创造性的推出了适合中国网民的运营方式。本文从淘宝网的发展现状入手，分析了淘宝网的发展历程，总结其成功经验和不足之处，分析其市场营销环境和行业环境，进行SWOT分析，并从4C营销方式出发，从消费者、成本、方便和沟通4个方面对淘宝网的营销策略进行分析研究。关键词：C2C；淘宝网；营销策略3南京大学毕业设计（论文）StudyonMarketingStrategyofTaobaoAbstractWiththevigorousdevelopmentofChina'sInternet,moreandmoreyoungpeoplearerecognizedonlineshopping,e-commerceshoppinghasstartedtobecomemainstream,andincreasinglywiderangeofshopping.TaobaoC2Ce-commercewebsiteisthefastestgrowingandmostsuccessfulexampleofrelyingonfreestrategycompletelydisruptedtheoriginaleBayprofitmodel,inaveryshortperiodoftimetobeateBay.ThenasadomesticleaderinC2Ce-commercemodel,Taobaointheinformationexchange,integrityandsecurity,payment,logisticsandotherareasaresuitablefortheintroductionofinnovativeInternetusersinChinaisrun.Inthispaper,thestatusquoofthedevelopmentofTaobao,Taobaoanalysisofthedevelopmentprocess,sumupthesuccessfulexperienceandinadequateanalysisoftheirmarketingenvironmentandindustryenvironment,theSWOTanalysisandmarketingfromthe4Cstartingfromtheconsumer,cost,convenienceandcommunication4aspectsofmarketingstrategyTaobaoanalysis.Keyword:C2C;TaoBao;MarketingStrategy4南京大学毕业设计（论文）目录1引言........................................................................11.1研究背景................................................................11.2研究意义................................................................21.3研究方法................................................................32相关理论概述................................................................33淘宝网及其发展历程概述......................................................64淘宝网的内部条件分析........................................................74.1淘宝网的成功因素........................................................74.2淘宝网营销方面存在的问题...............................................105淘宝网市场营销环境分析.....................................................115.1宏观环境分析...........................................................115.1.1政治环境...........................................................115.1.2经济环境...........................................................125.1.3社会环境...........................................................125.1.4技术环境...........................................................125.2行业环境分析...........................................................135.2.1当前竞争对手.......................................................135.2.2潜在竞争对手.......................................................145.2.3替代品.............................................................145....