淘宝网网络营销的发展现状与策略研究+SWOT分析
关键词：网络营销、淘宝网、营销策略 Development of network marketing and strategy -----In taobao, for example
Abstract: The On-line Marketing brings unprecedented changes, developments and opportunities to the small or medium-sized companies which take the flexible mode of business operation by its shortcut, low costing, high coverage rate. With the popularity of conception about online marketing and the understanding about the theory and method of online marketing, more and more small or medium-sized enterprises are dabbling into online marketing, the online marketing plays a more important role in the development of enterprises. But with it rapid development , more and more problems emerged. This article works for the conception of online marketing, and points at analyzing the issues which existed in China's online marketing. It focuses on Taobao.com. By making a comparison with Taobao, Dangdang, Amazon, Paipai and these kinds of shopping website, we can get a conclusion about the advantages and disadvantages of them. With the combination of online marketing theory and the specific situation of the Taobao, we can put forward some effective suggestions and measures to promote the development of online marketing.
Key words: The Online Marketing, Taobao.com, Marketing strategy
目 录
一、绪论 5
（一）选题背景及意义 5
1．选题背景 5
2．研究意义 5
（二）网络营销相关概念 5
1. 网络营销定义 5
2. 网络营销基本特征 5
3. 网络营销发展趋势 6
（三）国内外研究状况和相关成果 7
1. 国外网络营销的研究现状 7
2. 国内网络营销的研究现状 7
（四）研究内容及方法 8
1. 研究内容 8
2. 研究方法 8
二、我国网络营销发展现状 9
（一）中国网民规模与互联网普及率 9
（二）中国网络营销市场规模 10
（三）中国网络营销投放总额 10
（四）中国网络营销市场份额 11
（五）营销网站市场份额 11
1. B2C网络营销市场份额 11
2. C2C网络营销市场份额 12
三、淘宝网的环境分析 12
（一）淘宝网的宏观环境分析——PEST分析 12
1．政治环境分析 12
2．经济环境分析 12
3．社会环境分析 13
4．技术环境分析 13
（二）淘宝网的行业竞争环境——五力模型分析 13