浅析无锡童之健科技发展有限公司网络营销策略
摘要：近年来，伴随着国家技术和经济水平的提升，居民消费者购买力也得到大幅度的提升，消费者可供
选择的商品的多样性也大大增加了，消费者在购买产品时对品牌、功效等都有一定的追求。2020 年春节突
发的新冠疫情，全民号召“居家隔离”，这也就意味着人们有挺长一段时间都需要呆在家里，电商行业迎
来前所未有的挑战和机遇。科技的发展让电商行业在疫情期间乘势而上，直播行业的兴起和普及促使线上
购物不仅成为了一项娱乐活动同时也成为了满足日常需求物品的重要途径。网购的用户流量增加了不少，
新的一批网店应运而生，这让本就已经十分激烈的电商市场开始进入白热化的状态。一个订单的整个流程，
首先要有展现，其次消费者进行点击，接下来购买，最后进行评价。所以获取流量是首要的，接下来将围
绕自然流量、活动流量、付费流量三个方面进行分析与改进，帮助店铺提升品牌竞争力，创造更多的利润
是这篇文献的出发点。
关键词：品牌店铺；营销策略；流量
Analysis of marketing strategy of Tmall store Des Lucioles
flagship store
Abstract:In recent years, with the improvement of national technology and economic level, the purchasing
power of residents has been greatly improved, and the variety of products available to consumers has been greatly
increased. Consumers have certain pursuits for brands and effects when purchasing products. The COVID-19
outbreak in the Spring Festival of 2020 calls for "home isolation", which means that people need to stay at home
for a long time, and the e-commerce industry is facing unprecedented challenges and opportunities. Fortunately, the development of science and technology has enabled the e-commerce industry to take advantage of the situation
during the epidemic period. The rise and popularity of the live broadcasting industry has made online shopping not only an entertainment activity, but also an important way to meet the daily needs of goods. The user flow of online
shopping has increased a lot, and a new batch of online shops have emerged at the historic moment, which makes
the already very fierce e-commerce market start to enter a white-hot state. The whole process of an order should
first be presented, then consumers browse and purchase,sometimes following with feedbacks. Therefore, traffic
acquisition is the first priority to operate a store. Furthermore, analysis and improvement will be made on three
aspects: natural traffic, activity traffic and paid traffic, so as to help stores enhance brand competitiveness and
create more profits.It is also the starting point of this paper. Keywords:Brand stores; Marketing strategy; traffic
前言
洗发水是快速消费品，目前在我国美妆个护市场里面头发护理类占据的市场
份额仅次于护肤类占比。当今，国家经济的发展大大提升了人们的消费水平，人
们在选择商品时，对品牌、质量有了一定的要求，洗发水市场规模将会进一步扩
大。电子商务市场的发展进入到了一个比较成熟的阶段，商品种类琳琅满目、商品数量不计其数、商品的信息透明化，线上购物现在已经是人们非常依赖的一种
采购所需物品的方式。新冠疫情的爆发，进一步刺激了这个市场，一大批新买家
和新卖家加入了这里。如何让消费者在众多竞争者中看到选择我们店铺的产品就
是我们为之奋斗的目标，此文用来总结分析进行店铺优化争取早日实现这个目
标.
目录
摘要、关键词······················································································· 1
前言····································································································1
一、企业介绍······················································································· 2
二、企业背景······················································································· 3
三、自然流量的发展问题········································································ 5
（一）宝贝品种少···············································································5
（二）产品展示文字过多····································································· 5
（三）宝贝标题访客少········································································ 6
（四）综合权重低·············································································· 7
（五）微淘效果不佳··········································································· 8
四、付费流量的发展问题-付费流量的推广费用太少····································· 8
（一）直通车·····················································································8
（二）淘宝客·····················································································9
（三）超级推荐················································································ 10
（四）钻展······················································································ 10
（五）极速推··················································································· 10
五、活动流量的发展问题·······································································10
（一）官方大促活动没有报名资格························································10
（二）平台活动参与次数少·································································11
（三）店铺活动参与度低····································································11
六、流量提升的优化策略与建议······························································11
（一）继续细分市场，调整定价···························································11
（二）增加经费支出，投入付费推广·····················································12
（三）注入新鲜的推广血液·································································12
（四）优化视觉设计··········································································13
七、结论···························································································· 13
参考文献···························································································· 14
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