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| 论文编号： | 2374 | |
| 作者编号： | 2120082104 | |
| 上传时间： | 2010/6/9 21:28:27 | |
| 中文题目： | 网上商店营销绩效的提升策略研究——以当当网和淘宝网为例 | |
| 英文题目： | The method of improving the internet marketing performance of online stores——Two case studies of Dangdang and Taobao | |
| 指导老师： | 郑琦 | |
| 中文关键字： | 网络营销;网络营销绩效;搜索引擎优化;网站设计 | |
| 英文关键字： | Internet Marketing;Internet Marketing Performance;Search Engine Optimization;Website Construction | |
| 中文摘要： | 近年来，我国的网络购物市场蓬勃发展，网店数量和网购人群都在逐步扩大，网络购物已经渗透到生活消费的各个环节。特别是在金融危机时期，各行业都受到冲击，但网络购物行业却一路繁荣，成为经济寒冬中的暖流，显示出巨大的市场潜力和发展优势。 经过金融危机的刚性调整和重新洗牌，网络购物市场内部结构和环境更趋优化。很多C2C和B2C网商普遍面临的网站转换率低下的难题，为了提高自己网店的经营绩效，在各方面进行尝试。 本文在对网络营销绩效相关文献梳理总结的基础上，概括归纳出提高网店网络营销绩效的两大方法。一是搜索引擎优化（Search Engine Optimization. SEO），能够有效地增加网站的访问量；另一是网站建设的优化设计，能够有效地提升购物网站的转化率，变潜在客户为现实客户。搜索引擎优化SEO，是近年来较为流行的网络营销方式，主要是通过了解各类搜索引擎如何抓取互联网页面、如何进行收录以及如何确定关键词的搜索结果排名等技术，增加特定关键字的曝光率和网站的能见度，提高搜索引擎排名，从而提高网站访问量，最终提升网站的销售能力。企业网站建设是开展网络营销工作的基础,是综合性网络营销工具，企业的网站建设与网络营销绩效的好坏有直接关系。企业通过网站建设和不断地优化、推广，可以全面详细地展示企业产品，降低经营成本，及时掌握客户的反馈信息，对提高企业网络沟通能力和网站访客的转换率有非常积极的意义。并对B2C典型网站当当网和C2C典型网站淘宝网开展网络营销的成功运营进行了案例分析。 | |
| 英文摘要： | In recent years, China's online shopping market develops rapidly. Shop online shopping population number and are gradually expanding, online shopping has infiltrated all aspects of living. Especially in times of financial crisis, the industry is under attack, but the internet shopping industry has been booming as the economy in the warm winter, indicating a huge market potential advantages. After the financial crisis, adjustment and re-shuffling of rigid, internet shopping market more optimized internal structure and the environment. Many C2C and B2C web site operators have faced difficulties under the conversion rate, in order to improve their online shop performance in all aspects of trying. In this paper, the performance of internet marketing, combing the literature on the basis of summing up, summary concludes Online Shop online marketing performance to improve the two methods. First search engine optimization SEO, can effectively increase the traffic to the site; the other is the optimization Website design, can effectively enhance the shopping site's conversion rate. Search engine optimization SEO, popular in recent years internet marketing, primarily through themselves on how search engines crawl the Internet page, and how to determine your keyword search results ranking techniques, increase the exposure of specific keywords rate and site visibility, improve search engine rankings, to increase site traffic, and enhance the site's sales. Web Site construction is carried out based internet marketing is a comprehensive online marketing tools, business website building and internet marketing is directly related to performance. Business through the website building and constantly optimize, promote, reduce operating costs, grasp customer's feedback. I arranged the last two cases, analysis of the B2C and C2C typical website Dangdang typical Internet Marketing website Taobao successful operation. | |
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