C2C模式下网店的推广策略研究

C2C模式下网店的推广策略研究
摘    要
互联网的兴起使人们在网上购物成为现实,吸引了大量人在C2C交易平台上注册了自己的小店，在市场竞争激烈的情况下，如何把自己的小店在众多网店中脱颖而出，打响知名度就成了当务之急。目前，许多店主还停留在网店建设和推广的阶段。本文首先介绍分析了2006年网络营销国内外的研究现状，阐述了传统营销推广理论到网络营销推广理论的演变；其次站在店主的角度，列举了一系列的C2C电子商务网店的推广策略，把在线推广与无线推广、离线推广整合起来，减少了单一手段存在的弊端；最后在此前的基础上，分析了C2C电子商务模式下网店推广中存在的问题及对策。

【关键词】电子商务  C2C   网络营销  在线推广 

Abstract

The application of Internet makes it possible for people to do shopping over Internet, and attracts the massive people to register their own shops in the C2C transaction platform. In the severe market competition, it is an urgent matter for enterprises how to make their small shop popular among multitudes of shops and well-known. At moment, many shop owners are in the stage of the building and promotion of their E-shop. The article firstly analyzes the present domestic and foreign research situation of E- marketing in 2006, and then elaborates the evolution from the traditional marketing promotion theory to the network marketing promotion theory. Next from the perspectives of shop owners,  it enumerates a series of promoting strategies about C2C electronic-commerce E-shop. For example, the integration of online promotion, wireless promotion and offline promotion can reduce the malpractices for the sole method. Finally, the paper analyzes some questions which exist in promotion for E- shops and offers several countermeasures.

【Key Words】 E-Commerce；C2C；E-Marketing；Online Promotion

目  录
1  引言    2
1.1 选题目的和意义    2
1.2 国内研究现状    2
1.3 本文的主要内容    3
2  营销推广的理论分析    3
2.1 传统营销推广理论    3
2.2 网络营销推广理论    4
3  C2C电子商务网店的推广策略    5
3.1 在线推广策略    5
3.2 无线推广策略    7
3.3 离线推广策略    8
4  C2C模式下网店推广存在的问题及对策    8
4.1 C2C网店推广中存在的问题    8
4.2 解决C2C网店推广中存在问题的对策    10
5  结论    12
参考文献    13
致   谢    14