基于天猫旗舰店XG饰品公司网络营销策略研究[摘要]鉴于中小企业利用淘宝网天猫商城平台发展电子商务机遇和挑战并存的背景，在已有的网络营销和网络营销策略理论基础上，以传统的饰品生产企业XG公司为例，分析了XG公司天猫旗舰店的基本情况、网店内部建设以及网店外部营销、存在的问题和困境等方面，指出了XG公司天猫旗舰店网络营销存在产品竞争力不强、定价策略存在失误、渠道建设有待加强、产品促销力度不够、缺少网络营销实施保障。同时展开XG公司天猫旗舰店网络营销环境分析，包含宏观经济分析、行业竞争环境分析以及竞争对手分析。用问卷调查分析方法，对XG公司天猫旗舰店面临的市场细分、目标市场选择、市场定位进行了全面分析。针对XG公司存在的问题，本文提出了XG公司网络营销的具体策略。指出XG公司应该对产品策略、价格策略、渠道策略、促销策略进行重新选择和优化。本研究不仅有利于XG公司转变传统的销售模式，合理选择自己的网络营销策略，积极开展电子商务，全面提升经济效益，也有利于饰品行业中有类似网络营销问题的企业参考借鉴并实践应用。因此，本研究从企业网络营销策略角度为我国中小企业网络营销策略的稳步实施提供了一个思考方向。[关键词]网络营销XG饰品公司天猫旗舰店ResearchonnetworkmarketingstrategyofXGjewelrycompanybasedonTmallflagshipstore[Abstract]Inviewofthesmallandmedium-sizedenterprisestouseTmallmallplatformtaobao.come-commercedevelopmentopportunitiesandchallengesinthebackground,thebasictheoryofnetworkmarketingandnetworkmarketingstrategyontheexistinginthetraditionaljewelryproductionenterpriseXGcompanyasanexample,analyzesthebasicsituationofXGcompany,Tmallflagshipstoreshopinternalconstructionandexternalmarketing,theshoptheproblemsanddifficulties,thecompanypointedoutthattheXGTmallflagshipstorenetworkmarketingofproductcompetitiveness,pricingstrategyexisterrors,channelconstructionshouldbestrengthened,productpromotionisnotenough,thelackofnetworkmarketingimplementationguarantee,andexpandtheXGcompanyTmallflagshipstorenetworkmarketingenvironmentanalysis,analysis,includingmacroeconomiccompetitionenvironmentanalysisandcompetitor.Byusingthemethodofquestionnairesurvey,thispapermakesacomprehensiveanalysisofthemarketsegmentation,targetmarketselectionandmarketpositioningofTmallflagshipstoreofXGcompany.InviewoftheexistingproblemsofXGcompany,thispaperputsforwardthespecificstrategyofXGcompanynetworkmarketing.ItispointedoutthatXGcompanyshouldreselectandoptimizetheproductstrategy,pricestrategy,channelstrategyandpromotionstrategy.ThisstudynotonlyhelpsXGcompanytochangethetraditionalsalesmodel,areasonablechoiceofnetworkmarketingstrategyoftheirown,andactivelycarryoutelectroniccommerce,enhanceeconomicefficiency,alsohasasimilarnetworkmarketingenterprisereferenceandpracticalapplicationtothejewelryindustry.Therefore,thisstudyprovidesathinkingdirectionforthesteadyimplementationofnetworkmarketingstrategyofsmallandmedium-sizedenterprisesinChinafromtheperspectiveofenterprisenetworkmarketingstrategy.[Keywords]NetworkMarketing,XGJewelryCompany,TmallFlagshipStore目录引言................................................................1一、绪论............................................................2（一）研究背景......................................................2（二）研究目的及意义................................................3（三）研究内容及章节安排............................................3二、网络营销相关理论概述............................................5（一）网络营销理论..................................................51、网络营销的概念............
