故宫淘宝网络营销策略研究论文

摘要：网络营销是当前企业发展的重要手段之一，它不仅能够提高企业的知名度，还能够促进企业销售额的增加。本文旨在探讨故宫博物院在淘宝上的网络营销策略。本文分为五部分，包括故宫博物院及其产品介绍、市场调查、SWOT分析、故宫博物院在淘宝上的营销战略及其对应的行动方法。通过对故宫博物院产品、市场情况及其竞争对手情况进行详尽分析，本文得出了以下几条核心营销战略：1.强化“故宫”品牌影响力;2.开发独特的电子商务平台;3.重视电子商务平台上的促销;4.选用合适的电子市场工具;5.强化“故宫”影子图书店影响力。本文也总结出相应行动方法来帮助故宫博物院根据上述战略去开展相应工作。 关 键 词 ： 故 宫 博 物 院 ； 淘 宝 ； 网 络 营 销 ； SWOT 分 析 Abstract: Network marketing is one of the important means for the development of enterprises nowadays, which can not only improve the visibility of enterprises, but also promote the increase of sales volume. This paper aims to explore the network marketing strategy of Palace Museum on Taobao. This paper is divided into five parts, including introduction to Palace Museum and its products, market survey, SWOT analysis, marketing strategies of Palace Museum on Taobao and corresponding action methods. Through detailed analysis on products and market situation as well as competitors situation of Palace Museum, this paper comes up with following core marketing strategies: 1) Strengthening brand influence of “Palace Museum”; 2) Developing unique e-commerce platform; 3) Paying attention to promotion on e-commerce platform; 4) Choosing appropriate electronic market tools; 5) Strengthening influence of “Palace Museum” shadow bookstore. This paper also summarizes corresponding action methods to help Palace Museum carry out relevant work according to above mentioned strategies . Keywords: Palace museum ; Taobao ; Network Marketing ; SWOT Analysis