淘宝初创店铺推广策略探究与实践—以“解忧杂货店”为例(开题报告,论文17000字)
摘 要
2006年，我国网上购物模式首次出现并崭露头角，在以后的短短的十年时间里，网店因其进入门槛低,操作流程简单,无需人力和实体店铺的高额租金，吸引了无数人经营网店，淘宝网也因此一跃成为我国C2C模式的老大,常年独占鳌头无人争锋。
现如今网络市场十分火爆网店数量众多，淘宝网上各个店铺的综合实力也是参差不齐。阿里指数的卖家将经营阶段概括性地划分为5个等级：新手、入门期、上升期、稳定期和资深卖家。在这其中新手约占23%,入门期约占32%,上升期约占29%,稳定期约占14%,资深卖家约占2%。由此可得出以下结论：淘宝网店中数量最大的是淘宝初创店铺,其占比超过50%[1]。
每个人都有创业梦，因为每个人都希望生活越来越好。但是作为还没有较大经济基础的大学生，开网店很适合现阶段他们的状态。但是网上开店不只是注册店铺，上传几个商品那么简单。特别对于初创淘宝店铺如何将店铺做到完美更是绝非易事。因此,本论文通过初创淘宝网店的营销环境的浅析，介绍开设网店的基础知识，以及开设网店要做哪些准备工作，通过介绍个人网店的经营技巧：如何进行店铺的宣传推广和正确营销，为初创淘宝店铺传授经验，希望在现实操作中可以为别人提供借鉴
关键词：淘宝店铺 淘宝营销 推广 流量
Research and practice on taobao's new store promotion strategy -- take "relief grocery store" as an example
Abstract
Under the background of the rapid development of China's online shopping market, Taobao’s online shopping mall has attracted many thousands of online shops due to its low barriers to entry and its operation is simple. Taobao has thus become the leader of China's C2C market. But the hot online market has also brought about increasingly fierce competition. Alibaba.com sellers broadly divides the operating phase into five categories for beginners, entry period, rising period, stable period, and experienced sellers. Among them, 23% are newbies, 32% are in entry-levels, 29% are in rising period sand 14% are in stable periods and senior sellers account for 2%. It can be seen that the number of newly opened Taobao shops in the Taobao shop category is the largest, accounting for more than 50% of the total. As a pioneer in accepting new things, many college students have started to operate online shops on the online trading platform. In an online shop with low investment or even zero investment, how should they locate their own customer base and how to manage their own small shops have become the major issues that must be taken into account by college entrepreneurs. Therefore, this thesis explores the online marketing strategy of Taobao’s start-up shops through the analysis of the marketing environment of Taobao start-up shops and the use of marketing management theory and basic tools. Through research on how to use various tools to promote the use of online shopping malls and various promotion strategies, the research results will eventually be used in my own shop.
Keywords: Taobao shop； Taobao marketing； outlet promotion； traffic
目 录
摘 要 I
Abstract II
第一章 引 言 1
1.1研究的背景和意义 1
1.2研究准备 1
1.3研究方法 2
1.4主要内容 2
第二章 文献综述 3
2.1网络消费者购买行为研究 3
2.1.1理性消费行为研究 3
2.1.2非理性消费行为研究 4
2.2网络营销策略研究 5
2.3初创期个人淘宝店铺的营销策略研究 6
第三章 “解忧杂货店Grief Grocery Store”现状分析 8
3.1经营现状 8
3.2市场定位 11
3.3现有的营销策略 12
第四章 解忧杂货店营销策略改进设计 13
4.1店铺风格定位和店铺无线端装修定位 13
4.2店铺无线淘宝端SEO搜索引擎优化策略营销 26
4.2.1店铺无线宝贝标题关键字优化 27
4.2.2店铺无线宝贝主图和详情页面优化 31
4.2.3店铺无线宝贝上下架时间优化以及橱窗推荐 33
4.3店铺无线淘宝端促销策略营销 36
4.3.1店铺优惠券设置引导成交额 36
4.3.2店铺淘宝客佣金推广营销策略 37
4.4店铺无线端淘宝内容营销策略 40
4.4.1店铺微淘内容每日更新营销 40
4.4.2店铺买家秀每日更新营销 41
第五章 营销策略实施效果评价 43
5.1访问数UV及浏览量PV对比 43
5.2成交金额与买家数对比 45
5.3 DSR评价与好评率变化 47
结 论 50
参考文献 52
致谢 54 |
