网店的推广策划方案网络营销专业毕业论文

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（INTERNET COMMERCE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

新潮杂货店的推广策划方案

Abstract

In the rapid development of network information technology , e-commerce information has become the world's most efficient commodity trading tools product. To this end , e-commerce is the use of this simple , fast, low-cost electronic communication, buyers and sellers are not met to conduct various business activities. E-commerce through a variety of electronic means of communication to complete. Simple , for example, you come through other means of electronic communication , such as telephone or fax business activities with customers , you can be referred to as e-commerce ; But now people are mainly discussed in e-commerce EDI (Electronic Data Interchange ) and INTERNET ( the Internet ) to complete. INTERNET especially with increasingly sophisticated technology, the real development of e-commerce will be built on the INTERNET technology. So it was also referred to as e-commerce IC (INTERNET COMMERCE Internet commerce ) .

To achieve a complete e-commerce also involves many aspects , first of all you have to shop online ideas , you need to have information on the Internet e-commerce concept.This explains you very entrepreneurial awareness , you are able to sensitive insight into the enormous growth potential of the Internet and traditional business combination , you can say you've been away from success getting closer !

Paper is divided into six chapters, the first chapter is the introduction , describes the basic situation of the shop ; second chapter and the third chapter , focusing on analysis of the Taobao shop network operating environment and market positioning ; Chapter IV lists Taobao promotion planning programs and the specific combination of open shop customized ; chapters V and VI of the cost of operation and effects shop assessment ; Chapter VI concludes the paper conclusions ; finally attached to the thesis writing process documentation referenced directories and charts catalog description

Key words:Electronic commerce; Online store;To promote

新潮杂货店的推广策划方案

目 录

摘 要 .......................................................................................................................................... 1 Abstract ....................................................................................................................................... 2 前 言 .......................................................................................................................................... 1 1 新潮杂货店的基本介绍 ........................................................................................................ 2

1.1 网店的经营背景 .......................................................................................................... 2 1.2 店名的由来 .................................................................................................................. 2 1.3 网店概况 ...................................................................................................................... 2 1.4 网店产品 ...................................................................................................................... 2 2 新潮杂货店的运营环境分析 .......................................................................................... 4

2.1宏观环境分析 ............................................................................................................... 4

2.1.1 政治环境 ............................................................................................................ 4 2.1.2 经济环境 ............................................................................................................ 4 2.1.3 社会环境 ............................................................................................................ 4 2.1.4 法律环境 ............................................................................................................ 5 2.1.5 文化环境 ............................................................................................................ 5 2.2 微观环境分析 .............................................................................................................. 6

2.2.1 供应商 ................................................................................................................ 6 2.2.2 消费者 ................................................................................................................ 6 2.2.3 竞争者 ................................................................................................................ 7 2.3 SWOT分析 ................................................................................................................... 7

2.4.1 优势 ................................................................................................................ 7 2.4.2 劣势 .................................................................................................................. 8 2.4.3 机会 .................................................................................................................... 9 2.4.4 威胁 .................................................................................................................... 9

3 新潮杂货店的STP分析 ..................................................................................................... 11

3.1 市场细分 .................................................................................................................... 11 3.2 市场选择 .................................................................................................................... 13 3.3 市场定位 .................................................................................................................... 14 4 新潮杂货店的推广策划方案 .............................................................................................. 15

4.1 推广平台 .................................................................................................................... 15

4.1.1 站内推广 .......................................................................................................... 15 4.1.2 站外推广 .......................................................................................................... 16 4.2 推广受众 .................................................................................................................... 18 4.2 推广策略 .................................................................................................................... 18 4.3 推广目标 .................................................................................................................... 19 5 新潮杂货店的推广成本预算 .............................................. 20 6 新潮杂货店的推广效果评估 .............................................................................................. 21

6.1 评估内容 .................................................................................................................... 21 6.2 评估指标 .................................................................................................................... 21 6.3 预期效果 .................................................................................................................... 21

新潮杂货店的推广策划方案

结 论 ........................................................................................................................................ 23 致 谢 ........................................................................................................................................ 24 参考文献 .................................................................................................................................. 25 附录I ........................................................................................................................................ 27 附录II ...................................................................................................................................... 34

新潮杂货店的推广策划方案

前 言

网络生活的时代已经到来，网上购物、网络商店已经逐渐成为了我们网络生活的一个重要组成部分。随着互联网越来越普及以及电子购物环境的改善，网上购物已经逐渐成为目前流行的网络行为之一，这同时也意味着在网上开店、通过网络购买商品的人也越来越普遍。

因此网上开店成为了一种潮流，并且越来越多的人选择网上创业。网上创业虽然成本低收益高，但是在网店的运营过程中，却经常会遇到诸如商品、物流、售后服务等方面的问题。然而对于新兴网店来说，最大的问题却是如何提高店铺的知名度以及销售业绩，所以本篇论文主要针对以上问题，对现有的淘宝网店铺进行了仔细的研究和分析，制定了出了一套适合本店铺的营销推广策略，希望可以使店铺得到更好的发展。

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