天裁秀网站营销方案策划及社区营销实施摘要电子商务的快速发展促进了网络经济的蓬勃发展，加剧了企业的竞争。为了提升核心竞争力，企业都开始涉足电子商务，注重网上与社区营销。鉴于此，本文首先简述了电子商务的发展现状，然后从网站的经营目标、经营策略对天裁秀网站的发展现状进行分析，接着对天裁秀网站和社区营销方案及进行详细规划，并提出实施步骤，从而得出本文的结论。天裁秀网站综合运用博客营销、微博营销、视频营销、病毒营销等多种营销方式对其网站与社区进行持续的宣传，将不断提升企业的影响力与市场占有率，是具有实践意义的研究课题。关键词：天裁秀，“斗秀场”，营销策略社区营销THEIMPLEMENTTATIONOFTHETIANCAISHOWWEBSITEMARKETINGPROGRAMPLANNINGANDCOMMUNITYMARKETINGABSTRACTWiththerapiddevelopmentofe-commerce,andpromotethevigorousdevelopmentofthenetworkeconomy,increasedthecompetitivenessofenterprises.Inordertoenhancethecorecompetitiveness,businessesarebeginningtogetinvolvedine-commerce,focusingontheonlinecommunitymarketing.Inviewofthis,thepaperfirstoutlinesthedevelopmentstatusofe-commerce,andthenfromthesite'sbusinessobjectives,businessstrategytoanalyzethedevelopmentstatusoftheTiancaishowsite,andthentheTiancaishowsiteandcommunitymarketingprogramsandcarryoutdetailedplanningandproposedimplementationsteps,toarriveattheconclusionofthisarticle.TheauthorhopesthattheTiancaishowsiteuseblogmarketingformicroblogging,acombinationofvideomarketing,viralmarketing,marketing,websitesandcommunitiessustainedadvocacy,inordertocontinuetoenhancetheinfluenceandmarketshare,isthepracticalsignificanceofresearchtopics.Keywords:TheTiancaishow,"Pitchingtheirwares",Marketingstrategy，CommunityMarketing目录摘要............................................................................IABSTRACT........................................................................II第一章引言......................................................................11.1电子商务发展现状.........................................................11.2研究背景和研究现状........................................................2第二章“天裁秀”网站发展现状....................................................42.1网站经营的总体分析........................................................42.2网站的不足之处...........................................................4第三章“天裁秀”网站营销方案策划................................................63.1目标市场分析..............................................................63.2竞争对手分析..............................................................73.3营销方案的选择............................................................7第四章“斗秀场”社区营销方案策划...............................................124.1社区营销类型的选择.......................................................124.2社区营销方案策划.........................................................144.2具体的营销方式...........................................................154.3社区融入过程的策略选择...................................................17第五章社区营销方案的实施.......................................................195.1“斗秀场”的需求分析.....................................................195.2功能模块设计.............................................................205.3部分实现模块的编程代码与内容.............................................215.4提高网站人员的营销意识与能力.............................................255.5结果预期..............
