阿里巴巴店铺的网络营销策略研究--以江苏企优托网络科技有限公司为例
摘要 1688（1688.com）即阿里巴巴集团下的一个 B2B 电商平台，是一家针对企业与企业之间的一个交易平台。它是 目前世界领先的 B2B 电子商务品牌，拥有大量的供需信息，是世界领先的在线交易市场和专业平台。首个拥有超过 2000 万在线的企业电子商务网站，覆盖 220 个国家和地区，是一个国际型的在线推广、拓展市场、销售产品的首选 电子商务平台。对于 B2B 的电商平台无疑是个很重要的地位，所以此次毕业设计我将深入研究阿里巴巴店铺网络营 销策略，以江苏企优托网络科技有限公司为例。 关键词：阿里巴巴店铺；阿里巴巴店铺营销；营销策略 Resear ch on online marketing str ategy of alibaba stor es - a case study of JiangSu QiuYouTuo network technology co., ltd Abstr act：1688, the original stock code of alibaba group listed in Hong Kong. Now, alibaba group has set up a team of its own and established 1688 wholesale network, aiming to launch the world's largest procurement wholesale market for Chinese small enterprises, focus on solving the problem of procurement and wholesale for small enterprises, and improve their competitiveness. 1688 is the world's leading brand of B2B e-commerce, gathering massive supply and demand information, is the world's leading online trading market and business community. The first e-commerce website with over 14 million online merchants, covering 220 countries and regions, has become the preferred e-commerce platform for global merchants to sell products, expand markets and promote online. There is no doubt that the B2B market is the number one market. 1 position. In the face of well-known websites now, I will conduct an in-depth study on the online marketing strategy of alibaba stores, taking jiangsu qiuyoutuo network technology co., ltd. Keywords: 1688,Alibaba store,Strategic marketing
一、网络营销理论概述 （一）网络营销的概念 网络营销定义：网络营销是为实现客户价值和企业营销目标而策划、实施和经营管 理的活动。 网络营销的定义具有以下新的特点： (1)互联网营销是以互联网技术为基础的，但它不仅仅是连接电脑等智能设备，更重 要的是连接企业与用户。联系成为网络营销的基础，体现了网络营销的生态思维。 (2)通过互联网建立的社交网络的核心是人，而不是网络技术、设备、程序。 (3)为客户创造价值是网络营销的出发点和目标，强调网络营销的客户价值。 （二）网络营销的主要模式 搜索引擎营销是指企业或个人根据使用的搜索引擎的方式将营销信息尽可能传递 给目标用户，例如无锡职业技术学院通过百度搜索引擎推广投放到互联网上，用户或者 企业通过百度搜索引擎搜索关键词“无锡职业”就会出现对应到网页。 电子邮件营销是利用电子邮箱用户订阅的方式，向有需求的客户推送精准的商业信 息和商业产品，由此来获得利益并与客户建立起长期合作关系。 博客营销是博主通过博客所发布的信息或者广告，前提是原创且高质量内容，这样 有助于各大搜索引擎网站的搜索引擎工具收录，用户则通过搜索引擎就能搜索相应到博 客信息，从而给博客带来流量，让博主获得盈利。 微博营销是指个人或者企业通过微博的平台去发现并满足用户各种需求的业务行 为模式，又指企业和个人借助于微博平台去创造有价值的营销模式。 即时通讯营销是利用社交的通讯平台进行的网络营销，比如阿里旺旺、QQ、飞信、 微信等即时通讯工具。 视频营销是目前最流行的营销模式，将推广到产品信息融入到具有创意、正能量、 搞笑等方式的短视频，无形之中插入广告，这种短视频深受网民的喜爱，且不会对用户 造成太大的排斥，易受到网友追捧。
目录
摘要···········································································································1
一、网络营销理论概述···················································································2
（一）网络营销的概念············································································· 2
（二）网络营销的主要模式······································································· 2
二、阿里巴巴 1688 理论概述··········································································· 3
（一）阿里巴巴 1688 概念········································································· 3
（二）1688 主要产品················································································ 3
三、江苏企优托网络科技有限公司的网络营销现状·············································· 4
（一）公司简介······················································································ 4
（二）江苏企优托网络科技有限公司的网络营销现状······································5
四、阿里巴巴店铺网络营销存在的问题····························································· 6
（一）店铺美工问题················································································ 7
（二）产品属性问题················································································ 8
（三）产品质量问题················································································ 8
（四）客户服务问题················································································ 8
（五）店铺营销方法单一·········································································· 9
（六）缺乏专业营销人才·········································································· 9
五、完善阿里巴巴店铺网络营销的策略····························································· 9
（一）改善店铺美工设计·········································································· 9
（二）重视产品属性问题·········································································11
（三）提高产品质量···············································································11
（四）提高服务质量···············································································12
（五）多种网络营销模式·········································································13
（六）引进和培养专业的网络营销人才·······················································16
结束语······································································································ 17
致 谢······································································································ 18
参考文献··································································································· 19
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