淘宝网网络营销策略分析

Taobao network marketing strategy analysis

网络购物因其能够提供丰富的商品信息、低成本、方便快捷等优势,获得了广大消费者的青睐,成为现今盛行的一种购物方式。越来越多的消费者加入网购的队伍中。淘宝网是深受大学生喜爱的网购平台,文章以淘宝网为分析对象,以东莞大学生为样本来源,主要采用问卷调查的方法,从平台服务、渠道、促销三个方面总结出淘宝网网络营销中存在的问题,并针对问题制定出切实可行的营销建议。

Because of its advantages of providing rich commodity information,low cost,convenience and so on,online shopping has won the favor of the majority of consumers and become a popular way of shopping.More and more consumers join the ranks of online shop ping.Taobao is a popular online shopping platform for college students.Taking taobao as the analysis object and Dongguan college students as the sample source,this paper mainly uses the method of questionnaire survey to summarize the problems existing in Taobao’s online mar keting from three aspects of platform service,channel and promotion,and formulate practical marketing suggestions.