摘 要
目前，消费者对文具的消费还处于功能导向阶段，学生和办公室人员是主要消费群体，他们一般对产品的质量和款式比较挑剔。那就需在货品的质量款式与价格之间找到一种平衡。为了保证商品的质量，上货前要做大量的厂家文具样品搜集、分析工作，经过海量的数据统计和分类对比，最终确定以一些产品质量好、更新快、性价比相对较高的文具企业为主要的进货渠道。此类企业常年从事文具，是非常可信并有可能推动文具店扩展的合作对象。
互联网和电子商务的发展改变了人们的消费和购物方式，淘宝网目前是中国深受欢迎的网购零售平台，拥有近5亿的注册用户数。随着淘宝网用户的数量增长，商家数量也日益增加，商家都想借助淘宝店铺获得更多的利润，但是并不是所有的淘宝店铺都是盈利的，在激烈竞争的市场中,商家想要获得一席之地，就必须有一套完善的运营体系。本文以流行密码店铺为例,通过对行业趋势的走向，消费者画像及行为，产品，竞争对手进行分析，以数据支撑对淘宝店铺进行定位和规划，并积极采取相应的营销策略对店铺和产品进行推广，为淘宝店铺的运营,尤其是大学网店运营实践课程提供有益的参考。
关键词：文具；个性文具；淘宝；策划；实施
ABSTRACT
At present, consumers' consumption of stationery is still in the function-oriented stage, students and office staff are the main consumer groups, they are generally more picky about the quality and style of products. Then you need to find a balance between the quality of the goods and the price. In order to ensure the quality of goods, we should do a large number of factory stationery samples collection, analysis work before loading, after a large number of data statistics and classification comparison, the final determination of some good product quality, update fast, relatively high cost-effective stationery enterprises as the main purchase channels. This kind of enterprise is engaged in stationery all year round, is very credible and has the possibility to promote the stationery shop expansion cooperation object.
The development of Internet and e-commerce has changed people's consumption and shopping methods. Taobao is currently a popular online shopping and retail platform in China, with nearly 500 million registered users. With the increase in the number of Taobao users, the number of businesses is also increasing, businesses want to use Taobao stores to get more profits, but not all Taobao stores are profitable, in the fierce competition in the market, Merchants want to get a place, must have a set of perfect operation system. This paper takes the popular password store as an example, through the analysis of the trend of the industry, consumer portrait and behavior, products, competitors, data support to Taobao store positioning and planning, And actively adopt the corresponding marketing strategy to promote stores and products, Taobao store operation, especially the university online store operation practice course to provide a useful reference.
Keywords: Stationery; Personality Stationery; Taobao; Planning; Implementation
目 录
摘 要
ABSTRACT
第一章 绪论
1.1选题背景及意义
1.2发展现状
1.2.1电子商务现状及发展趋势
1.2.2文具行业的发展现状
1.3研究主要内容
第二章 市场调研与分析
2.1文具行业的调查与分析
2.1.1文具行业电子商务渗透率
2.1.2文具行业内企业电子商务销售平台使用状况调查统计
2.1.3文具行业电子商务收入统计分析
2.1.4电子商务对文具行业内企业销售业绩提升统计分析
2.2文具产品分类以及市场需求
2.2.1文具产品分类
2.2.2市场需求
2.3精致文具淘宝店铺前景分析
3.2消费者选择文具产品的购买因素分析
3.2.1调查目的
3.2.2调查结果的分析与预测
第三章 “售卖精致文具”店铺策划与装修
3.1网店定位
3.2操作流程
3.3人员分工表（店长 美工 文案 客服 仓管）
3.4运营规划第一个月
3.4.1店铺装修
3.4.2营销活动
第四章 “售卖精致文具”店铺营销推广与实施
4.1免费运营实施资源
4.2收费软件类运营实施资源
4.3收费营销类资源
4.4发货管理
4.5售后管理
4.6提高转化率，完成店铺销售目标
第五章 总结与展望
参考文献
致 谢
