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淘宝网网络营销存在问题及对策研究I摘要网络营销以其快捷、低成本、高覆盖面的优势为经营灵活的中小企业带来前所未有的变革和发展机遇，随着网络营销概念的普及和中小企业对网络营销的理论和方法的了解，越来越多的中小企业开始涉及网络营销，网络营销在企业中发挥着越来越重的作用，但随着它的兴起及迅速发展，越来越多的问题凸显出来。本文从网络营销的内涵入手，深入分析我国网络营销目前存在的问题，以淘宝网为重点，比较淘宝网、当当网、亚马逊、拍拍网这些购物网站，分析它们的优缺点，并结合相关的网络营销理论和淘宝网的具体情况，提出一些行之有效的建议和对策，以推动我国网络营销的发展。关键词：网络营销、淘宝网、营销策略IIABSTRACTTheOn-lineMarketingbringsunprecedentedchanges,developmentsandopportunitiestothesmallormedium-sizedcompanieswhichtaketheflexiblemodeofbusinessoperationbyitsshortcut,lowcosting,highcoveragerate.Withthepopularityofconceptionaboutonlinemarketingandtheunderstandingaboutthetheoryandmethodofonlinemarketing,moreandmoresmallormedium-sizedenterprisesaredabblingintoonlinemarketing,theonlinemarketingplaysamoreimportantroleinthedevelopmentofenterprises.Butwithitrapiddevelopment,moreandmoreproblemsemerged.Thisarticleworksfortheconceptionofonlinemarketing,andpointsatanalyzingtheissueswhichexistedinChina'sonlinemarketing.ItfocusesonTaobao.com.BymakingacomparisonwithTaobao,Dangdang,Amazon,Paipaiandthesekindsofshoppingwebsite,wecangetaconclusionabouttheadvantagesanddisadvantagesofthem.WiththecombinationofonlinemarketingtheoryandthespecificsituationoftheTaobao,wecanputforwardsomeeffectivesuggestionsandmeasurestopromotethedevelopmentofonlinemarketing.Keywords:TheOnlineMarketing,Taobao.com,MarketingstrategyIII目录摘要....................................................................................................................IABSTRACT........................................................................................................II一绪论...............................................................................................................1（一）本文研究背景.........................................................................................................1（二）本文研究目的和意义.............................................................................................11研究目的..................................................................................................................12研究意义..................................................................................................................1（三）国内外研究状况和相关成果.................................................................................1（四）本文研究方法.........................................................................................................2（五）本文研究内容.........................................................................................................2二我国网络营销发展现状...............................................................................3（一）中国网民规模与网站普及率.................................................................................3（二）中国网络营销市场规模.........................................................................................3（三）中国网络营销投放总额及预测.............................................................................4（四）中国网络营销市场份额.........................................................................................5（五）营销网站市场份额.................................................................................................51B2C网络营销市场份额...........................................................................................52C2C网络营销市场份额...........................................................................................6三淘宝网的现状及营销策略分析...................................................................7（一）淘宝网的现状.........................................................................................................71淘宝网简介..............................................................................................................72淘宝网发展迅速的原因..........................................................................................7（二）淘宝网SWOT分析................................................................................................81优势..........................................................................................................................82劣势..........................................................................................................................93机会........................................................................................................................104威胁........................................................................................................................11（三）淘宝网的4P策略.................................................................................................131产品策略................................................................................................................132价格策略................................................................................................................133渠道策略................................................................................................................134促销策略................................................................................................................14（四）淘宝网网络营销存在的问题...............................................................................14IV1网络、支付安全没有保障........................