PAGE\*MERGEFORMAT22淘宝商城大学生市场营销策略研究作者：专业班级：指导教师：摘要淘宝商城自2008年4月成立以来，至今已整合数千家品牌商、生产商，为商家和消费者之间提供一站式解决方案。提供100%品质保证的商品，7天无理由退货的售后服务，以及购物积分返现等优质服务。有调查表明，大学生网络普及率高，喜欢尝试新鲜事物，是网络购物的生力军，并且未来将成为网购的主流人群。本文通过对淘宝商城的营销现状的分析，发现其存在的问题。并且通过设计调查问卷对大学生进行深度访问，发现大学生网购的规律和特点。以此为基础融合目前国内外B2C电子商务最新研究成果、B2C相关从业人员的见解、B2C品牌商、生产商的电子商务发展规划以及自己的创造性思维，制定淘宝商城经销商的大学生市场营销策略，以便更好的满足大学生群体的购物需求。关键词：淘宝商城大学生市场B2C营销策略Marketingstrategyresearchoncollegestudents`marketforTaobaoMallAbstract:EversinceitsestablishinginApril2008,TaobaoMallhaveintegratedthousandsofbrandownersandHYPERLINK"http://dict.youdao.com/search?q=manufacturer&keyfrom=E2Ctranslation"manufacturers,providingthemerchansandcustomerswithonestopsolutions.100%qualityguaranteedgoods、Sevendayswithoutreasonreturnafter-salesserviceandshoppingintegralreturnnowserviceareallitsservices.Researchhassuggestedthatcollegestudentsareinhighrateinternetpenetration,arewillingtotrysomethingnew,andwillbethefreshtrooopsofonlineshoping.Theyarealsosupposedtobethemainstreamcrowdforonlineshopinginthefuture.Inthispaper,Iwillfindoutitsproblemsthroughanalysisingitsmarketingmanagementsituation.AndthenIwildesignquestionnairestogoonadepthinterviewing,findingoutrulesandcharacteristicsofcollegestudents'onlineshoping.MixthenewestHYPERLINK"http://dict.youdao.com/search?q=research&keyfrom=E2Ctranslation"researchHYPERLINK"http://dict.youdao.com/search?q=achievement&keyfrom=E2Ctranslation"achievementinE-commerceespeciallyB2C、theideasoftheE-commerceHYPERLINK"http://dict.youdao.com/search?q=employee&keyfrom=E2Ctranslation"employees、thedovelopmentplansofbrandownersandHYPERLINK"http://dict.youdao.com/search?q=manufacturer&keyfrom=E2Ctranslation"manufacturersandmycreatingthinkingtogethertomakemarketingstrategyoncollegestudents`marketforTaobaoMall,thusmeetingtheshoppingdemandofcollegestudents.Keywords:Taobaomallstudents`marketB2CMarketingstrategy目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc292373406"第一章前言PAGEREF_Toc292373406\h1HYPER