论文总字数：17284字

摘 要

在国外一些发达国家和地区，网上超市已经发展成为一种主流业态，而在我们国家网上超市的发展才刚刚起步。本文首先分析国内外的超市零售业发展模式和发展现状，并在此基础上，总结和阐述网上超市的发展模式。同时，从我国网上超市经营的现状分析入手，指出网上超市的特征和存在的不足，详尽的论述了我国网上超市的现状和发展前景。

其次在对天猫超市进行SWOT分析的基础之上，对于天猫超市采用的营销策略进行详尽的研究和探讨，分析出现有营销策略的作用和优势，并分析出目前企业在营销策略存在的问题。最后本文在分析出目前天猫超市在营销策略存在的问题的基础上，给出解决企业营销策略存在问题的的相关建议。天猫网上超市首先要进行网上超市销售商品的优化；提高配送效率，立区域配送中心；优化商品配送方案降低配送成本；进行个性化的顾客信息交流。总之，网上超市要想在激烈的市场经济条件下进一步发展，处于竞争优势，就必须全面提高企业的经营管理与服务质量。

关键词：超市零售 天猫超市 营销策略 个性化

Marketing Strategy of On-line Supermarket

ABSTRACT

In some foreign countries and regions, the online supermarket has become a mainstream format, and online stores in the development of our country is just beginning.Firstly, the analysis of the supermarket retail development model and development situation at home and abroad, summarize and elaborate development model On-line supermarket.Meanwhile, the current situation of the Internet from the analysis of the supermarket business, noted that lack of online features and supermarket.The chain business model of China's On-line supermarket conditions are discussed in detail.

Based on the Tmall On-line supermarket SWOT analysis above,the Tmall On-line supermarket marketing strategy adopted detailed study and discussion, analyze the role of marketing strategies have appeared and benefits, and analyze the current business problems of marketing strategy.Finally, the analysis of the Tmall On-line supermarket marketing strategies on the basis of the existing problems, given the existence of corporate marketing strategies to solve problems Tmall online supermarket first online supermarket sales of commodities; increase distribution efficiency, stand regional distribution centers; optimize the commodity distribution programs reduce distribution costs; personalized customer information exchange.

Keywords: Supermarket retail；Tmall On-line supermarket；Marketing Strategy；Individuation

目 录

摘要·······································································I

ABSTRACT································································II

1. 前言··································································1

1.1背景·······························································1

1.2研究的目的及意义·····················································1

1.3基本概念·····························································1

1.3.1网上超市······················································2

1.3.2营销策略·····················································2

1. 天猫超市SWOT分析··················································3

2.1企业介绍·····················································3

2.1优势·································································3

2.2劣势···························································4

2.3机遇···························································5

2.4威胁···························································6

1. 企业营销策略分析····················································7

3.1市场定位··························································7

3.2营销策略··························································7

3.2.1定价策略····················································7

3.2.2广告策略················································8

3.2.3产品策略············································9

3.2.4促销·················································10

1. 营销策略存在的问题················································11

4.1产品策略不完善·············································11

4.2商品配送仍不专业·················································12

4.3促销策略与天猫商城同质化严重···································12

五、 对策······························································13

5.1 网上超市销售商品的优化·············································13

5.2 提高配送效率，立区域配送中心·······································13

5.3 优化商品配送方案降低配送成本·····································14

5.4个性化·····························································14

结语····························································15

参考文献··································································16

致谢·······································································17

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