毕业设计

题目： 淘宝网店推广方案

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摘要

在网络信息化的快速发展下，电子商务信息已成为全球最快捷的商品交易工具产物。为此，电子商务就是利用这种简单、快捷、低成本的电子通讯方式，买卖双方不谋面地进行各种商贸活动。电子商务可以通过多种电子通讯方式来完成。简单的，比如，你通过打电话或发传真等其它电子通讯的方式来与客户进行商贸活动，也可以称作为电子商务；但是，现在人们所探讨的电子商务主要是以EDI（电子数据交换）和INTERNET（互联网）来完成的。尤其是随着INTERNET技术的日益成熟，电子商务真正的发展将是建立在INTERNET技术上的。所以也有人把电子商务简称为IC（INTERNETCOMMERCE互联网商务）。要实现完整的电子商务还会涉及到很多方面，首先你要有在网上开店的想法，你要有对网络信息电子商务化的理念。这就说明了你很有创业的意识，你能够敏感的洞察到互联网与传统商业结合后巨大的发展潜力，可以说你已经离成功越来越近了！全文分为六章，第一章为介绍，主要介绍网店基本情况；第二章和第三章节，重点针对网店分析淘宝网络运营环境及市场定位；第四章列举淘宝推广策划方案并结合所开店铺进行具体定制；第五章和第六章进行网店的成本运算以及效果评估；第六章总结全文研究结论；最后附本论文撰写过程所参考的文献资料目录和图表目录说明。

关键词：电子商务；网店；推广

Abstract

The rapid development of network information, e-commerce information has become a

commodity trading tool products the world's most efficient. Therefore,the electronic

commerce is the use of simple, fast, low-cost electronic means of communication, both

parties not met for various business activities. The electronic commerce can

be accomplished by a variety of electronic means of communication. Simple, for

example, you to conduct business activities with customers by telephone or fax and

other electronic means of communications,also known as electronic commerce; however, the

electronic commerce nowpeople are mainly of EDI (Electronic Data Interchange) and

INTERNET (Internet)to complete the. Especially with the development

of INTERNET technology has become more sophisticated, the real development of e-commerce

will be based on INTERNET technology. So e-commerce was also referred to as

IC(INTERNETCOMMERCE Internet business). In order to realize the electronic

commerce will complete involves many aspects, first of all you need to have in the online

shop of the idea, you have to network information and the concept of theelectronic

commerce. This shows that you are the business awareness, you canthe huge development

potential sensitive insight into the Internet and traditional business combination, can

say you have more and more closer to success! The full text is divided into six

chapters, the first chapter is the introduction, mainly introduces the basic situation

of the shop; the second chapter and the thirdchapter, focuses on the analysis of the

network that clean out treasure shopoperation environment and market positioning; the

fourth chapter lists theTaobao promotion planning scheme combined with the open

shop specificcustomization; the fifth chapter and the sixth chapter evaluated the cost

ofoperation and the effect of the shop the sixth chapter summarizes the

researchconclusion;; illustrate the reference finally attached to the thesis

writing processdocuments directory and list of figures.

Keywords: E-commerce; online; promotion ……………………………………⊙……装…………………………⊙……订………………………⊙……线………………………………………

目录

摘要 ................................................................... I

Abstract ............................................................. III

目录 .................................................................. IV

前言 ................................................................... V

1源淘淘的基本介绍 ...................................................... 1

1.1 网店的经营背景 ................................................. 1

1.2 店名的由来 ..................................................... 1

1.3 网店概况 ....................................................... 1

1.4 网店产品 ....................................................... 1

2 源淘淘的运营环境分析 ................................................ 3

2.1 宏观环境分析 ................................................... 3

2.2 微观环境分析 ................................................. 5

2.3 SWOT分析 .................................................... 6

3 源淘淘的STP分析 .................................................... 9

3.1 市场细分 ..................................................... 9

3.2 市场选择 .................................................... 11

3.3 市场定位 .................................................... 11

4 源淘淘的推广策划方案 ............................................... 13

4.1 推广平台 .................................................... 13

4.2 推广策略 .................................................... 16

4.3 推广目标 .................................................... 17

5 源淘淘的推广成本预算 ............................................... 18

6 源淘淘的推广效果评估 ............................................. 19

6.1 评估内容 .................................................... 19

6.2 评估指标 .................................................... 19

结 论 ............................................................ 21

致 谢 ............................................................ 22

参考文献 .............................................................. 23

附录I ................................................................. 25

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