毕业论文-关联营销在淘宝网店中的应用

1、关联营销在淘宝网店中的应用摘 要本文从关联营销概念出发,讲述了关联营销在淘宝中的应用，从产品选择、产品位置摆放、产品搭配、关联推荐的具体方式、不同页面关联营销的特点、关联推荐后的数据监控出发，为广大淘宝卖家朋友在淘宝店铺日常运营中如何做有效的关联营销提供了系统的建议。关键词：关联营销，宝贝推荐，选款，位置摆放，数据监控 12目 录1 前言12关联营销12.1关联营销的概念12.2关联营销的表现形式23关联营销前的产品选择23.1关联产品的价格23.2关联产品的类别33.3关联产品位置的选择44联营销的方式44.1同类推荐方式44.2搭配卖方式44.4好评推荐形式55不同页面关联营销的异同55.

2、1首页位置关联营销65.2自定义页面关联营销65.3搜索分类页关联营销65.4宝贝闲情页的关联营销66关联营销后的数据监控77结论和建议77.1 结论77.2 建议8参考文献9 1 前言 2014年双十一，天猫当天销售额达到571亿，这是电商的力量，这再一次证明电子商务是不可阻挡的潮流！据统计淘宝上的店铺数量超过560万家，而且淘宝的店铺量每天都在快速的增加，每天都会有很多人在淘宝上开店，而根据淘宝对2万多家店铺的抽样调查，其中有做关联营销的店铺超过了72%，而这72%中有89%的卖家对关联营销的效果并不满意。这样的一组数字相信令大家都感到困惑吧。因为作为淘宝卖家，我们都知道，店铺关联营销是必

3、须做的，它在增加顾客停留时间、增加顾客访问深度、增加店铺转化率、提高客单价、增加店铺整体销售额方面也一定会有效果的，但是很遗憾的是89%的淘宝卖家不知道如何做才能出效果。同时，在这次淘宝调查的卖家中，店铺成交转化率呈现出令人诧异的参差不齐，最低的只有0.2%，最高的竟然超过8%，差距高达40多倍!不难想象，当店铺有1000人访问，其中有998人分文不花就离开了，这是多么令人沮丧和绝望的事。由此可见关联营销对整个店铺的运营影响是至关重要的！那我们该如何做好关联营销呢，在做关联营销前如何选关联产品，如何确定关联产品的位置呢！在关联中，我们该把握那些规则，注意那些消费者的购物习惯呢！做好关联后，我们

4、该怎么做数据记录，做数据分析，从而是我们店铺的关联营销更加完善呢！本文正是希望从这方面作些有益的研究和探讨1。2关联营销2.1关联营销的概念 关联营销是一种建立在双方互利互益的基础上的营销，在交叉营销（交叉营销是指把时间、金钱、构想、活动或是演示空间等资源整合，为任何企业提供一个低成本的渠道，去接触更多潜在客户的一种营销方法）的基础上，将事物、产品、品牌等所要营销的东西上寻找关联性，来实现深层次的多面引导。同时，关联营销也是一种新的、低成本的、企业在网站上用来提高收入的营销方法。关联营销有时候也叫绑缚营销，目前关联销售在很多店铺里面已经起头使用了。关联营销是指一个宝贝页同时放了其它同类、同品牌

5、可搭配的等等有关联宝贝2。2.2关联营销的表现形式2.2.1互补关联互补关联强调搭配的商品和主推商品有直接的相关性，如主推商品为鼻贴，那可以搭配面膜、洗面奶等同场景产品。2.2.2替代关联替代关联指主推商品和关联商品可以完全替代，如主推商品为圆领t恤，那么关联产品可以是V领T恤，也可以是立领等。2.2.3潜在关联潜在关联重点强调潜在互补关系，这种搭配方式一般不推荐，但是针对多类目店铺时，可以考虑。如主推商品为泳衣，那潜在关联的商品可以为防晒霜/项链，明面上，两种产品毫无关系，但是潜在意义上，买泳装的人可能在户外游泳，因为防晒霜也是必要的。3关联营销前的产品选择 2015年做淘宝，产品决定了一半

6、的成败！选择一款或者几款好的产品，能让关联营销起到良好的效果，合适的产品搭配合适的产品放在合适的地方，是对关联营销最简单的理解！3.1关联产品的价格 既然是关联产品，一般情况要附属于主推产品，这里考虑到不同产品的潜在客户，同一种产品的客户一般消费能力水平都是一定的，如果关联产品价格和主推产品价格相差较大的话就会引起消费者的一些反感从而关联销售失败，不仅没有好处，同时也会让客户购买主推产品受到一定的影响。一般主推产品与关联产品价格相差不要超过30%，如图3.1所示，商家在选择相互关联的牛仔裤时，牛仔裤之间的价格是接近的3。图3.1 牛仔裤关搭配3.2关联产品的类别在淘宝上经常可以看到一些关联营销

7、的产品是同类产品，比如我卖的是一件裤子，我关联的产品还是一条裤子！其实这样本身没有错，但是这样做一般会很浪费自己的资源，因为一般一个人购买一条裤子后在需要一条裤子的可能性是很小的， 如何能够关联一个外套一个帽子或者更好。因此在选择关联产品时建议选择非同类产品或者搭配产品，与主推产品有一定的相关性！根据关联营销的表现形式，我们可以选择互为替代品、互补品最好！如这家店铺中，卖的产品是男士衬衫，同时在详情页关联推荐了休闲裤、牛仔裤、西服、皮带等，休闲裤等是衬衫的互补品，顾客也是需要这些的，这大大提高了店铺的客单价，和访问深度，如果有套餐供顾客选择，多买的给多点优惠，如图3.2的服装搭配所示，这家店铺

8、是卖男士休闲裤的，但是在详情页做了牛仔裤、西服、皮带等的关联，使店铺的客单价有了明显的提升。图3.2服装搭配3.3关联产品位置的选择关联销售应该针对不同宝贝设罝不同的关联位罝，页面上方适合连带性强的产品以及促销与预热爆款，页面中部则适合搭配套餐，而页尾应与宝贝详情页所描述的产品关联率最高。我们在做bopos服饰旗舰店的时候，在春季要上新的时候，曾经把新款在爆款的闲情页上方展示，通过一到两周的观察来确定我们的主推新款，在页面上方推荐新款或者促销款，比如参加聚划算的款、折800等第三方活动的产品，这样的效果很好。在页面中间或者主图下方做套餐是我们常用的关联推荐的方式，这样的产品适合是互补产品，我们

9、在做广久海豚旗舰店的时候，在点歌机宝贝详情页中间做点歌机和麦克风的套餐，也取得了不错的效果。在详情页尾部，买家已经浏览完你的宝贝描述了，是否决定购买，心中已经有个打算了，如果这个时候你能在尾部推荐相同或者相近的款式给她/他，让他们多个选择的，这将很大程度上提高店铺的转化率，提供的款式和原款式价格相差30%以内最好4。4联营销的方式 关联营销的方式各种各样，我结合自己的实践总结了以下几种方式，希望对大家有帮助。4.1同类推荐方式 用主题：您可能还喜欢、同类热销宝贝、相关宝贝等等。因为买家大多数情况下是冲着他们喜欢的功能点、属性而点击一个宝贝进入详情页，越是接近他们的购买目标，关联销售的几率越高。

10、在选这些款的时候，要记住几个原则，要选功能相近的、产品属性相同或者相近的、价格要相当的。4.2搭配卖方式  可用主题：搭配套餐、搭配减价、搭配折扣、加X元换购等等。主要通过对相同生活场景的想象与运用，推荐买家可能会同时购买的宝贝，成倍地提高信誉和客单价。在这种方式下首先尽量把功能互补的产品相关联，比如点歌机和音响、点歌机和麦克风。其次给予一定的价格刺激，例如：选择套餐中的任意两件享受八折优惠，购买套餐全部产品享受七折优惠同时包邮等，但要确保有一定的利润空间。 4.3热销推荐方式  可用主题：热销排行、热卖推荐、HOT抢购、镇店之宝、限时秒杀、团购等。首先要以功能相

11、同或相近为大前提，其次要有一定的销量支撑。例如在销量偏低的宝贝中，推荐几款同类下销量较高的产品，同时也可以给予一定的价格刺激。 4.4好评推荐形式  可用主题：好评宝贝推荐、好评展台、口碑产品推荐等等。这种方式首先要以功能相同或相近为大前提，其次要有一定的好评支撑。例如在评价偏低的宝贝中，推荐几款同类下评价很好、分数较高的产品，同时也可以给予一定的价格刺激。 这种方式与【热销推荐】一样，都属于在没有优势的宝贝中推荐有优势的产品，做到取长补短、转移买家视线，流量不浪费。 4.5情感嫁接形式  可用主题：别忘了给父亲也带上、别忘了伟大的母亲、亲您的

12、孩子可能正需要等等。首先要立足于家人之间的情感联系，例如新婚夫妇买电视机、冰箱等大家电，可以在宝贝中推荐几款小家电，噱头为“亲，天冷了，别忘记关心一下父母哦”，然后放一些取暖器、净水器之类的小电器。再例如母婴店铺，可以在多功能上衣的宝贝描述中推荐几款孩子的尿裤、奶瓶、纸巾等产品。其次要注意一定的价格层次，主宝贝价格偏高，推荐宝贝价格偏低，这样更容易见效。 5不同页面关联营销的异同 对于淘宝顾客，接触一家店铺其实就只有四个页面，首页、商品详情页、搜索分类页、自定义页，既然如此，就在这四个页面做足功夫了。让顾客在店铺的每一个角落，都能看到相关的链接，同时又不会堆彻得让顾客反感。也就是，店

13、铺装修的功力。如果以上四个页面综合起来都做好的话，搭配组合就充满店铺每一个角落了。5.1首页位置关联营销 首页位置很宝贵，通常用于展示新品、活动款、高转化率的人气商品等。如何排版考验装修的内功，全店几十个搭配，不可能将所有搭配一并都放到首页去，总体需要遵循的原则是：高转化、形象好、与首页整体装修风格一致。同时可以选择做一张“搭配更优惠”的海报图片，跳转至自定义搭配专题页面。满足喜欢一套一套买的顾客。在淘宝看到一家店铺的搭配，感觉挺不错。单品、搭配套装两不误。为广告避嫌，就不提是谁家的了。5.2自定义页面关联营销 除了首页展示，还可以设计一个自定义页面，将店内的明星搭配做成一个专题，如果商品的类

14、别、风格够齐全的话，可以分屏设计不同的风格，如第一屏做明星搭配，第二屏主要做某个色系的搭配，第三屏体现的是休闲风格等等。同时可以配以一定的文案，加长顾客在页面的停留时间。各类专题是个很好的参考，甚至，可以将专题页做成一个故事。自定义页可通过首页、详情页、190PX侧栏等地方链接导流。5.3搜索分类页关联营销搜索分类有两处可发挥，左侧190PX栏，以及列表顶部促销区。左侧，避免与类目之间显得混乱，不适合做太高以及做详细搭配的推荐，此时可以考虑做一个吸引人的小海报链接至自定义专题页，通过自定义专题页来展现各搭配效果。列表页顶部促销区。通常顾客因为对某一分类感兴趣，才会去点击此类目，那此时列表页顶部

15、促销区可用于展现此分类的搭配图片及链接，更加精准。5.4宝贝闲情页的关联营销顾客进入详情页，说明受主图、商品款式等原因吸引，已经产生了兴趣，那么详情页描述所体现的搭配显得更加精准；比如一件牛仔裤，若不是户外广告之类的，都不会让模特光着上身拍的，而是会选择与牛仔裤搭配协调上衣或者外套进行拍摄，整体效果商家都会弄得不错的样子，在套装图片上，小小的加上文字和点击导向，都将会有一定的点击率。如何不会太生硬，如何不会让顾客反感，如何设计，如何排版，且看各显神通了，另外就是搭配套装餐页面本身的详情页介绍，发现很多店铺的搭配套餐详情页内容也很少，其实顾客进入到搭配套餐页面后，还是会继续往下拉页面的，此时若强

16、化一下搭配的整体效果，加以有销售力的文案，会更有促进转化的效果，同时可以在此页面添加同类风格、互补风格或热闹搭配的商品展示及链接，减少此页面的顾客跳失。而在在介绍的底部再次强化专业的商品包装、快速的物流配送、商品质检认证等内容，可进一步强化顾客的信任度，从而提升转化。6关联营销后的数据监控 目前淘宝统计搭配销售效果不是很方便，需要看后台数据以及结合人工处理来进行整理。将数据整理分析，对于转化不太好的搭配可以给予取消，把搭配的名额让给新产品或者新出现的热销商品。而转化好的搭配，可以做首页推荐、促销区等重点推荐，或将热门搭配放到热销商品详情页，直通车推广商品详情页。通过不断的调整、优化，甚至可以打

17、造出“爆搭”。 在对宝贝做完关联营销后，我们必须对数据进行观察和监控，监控主推宝贝流入附带宝贝的流量是多少，转化怎么样，停留时间。目前来说，数据监控用到的工具付费的有数据魔方和生意经，免费的是生意参谋。我们应该每天对数据进行查看和登记，对最近一周或者14天的数据进行分析，从而对主推宝贝的关联营销做出改进，使关联营销发挥出更好的效果。统计数据的时候主要是关注转化率、点击量、访问深度、停留时间、收藏量等57结论和建议7.1 结论 关联营销因其能够提升转化率、能提高客单价、能提高店内宝贝曝光率等优势，已经越来越得到众多淘宝店主的青睐，是极为重要的网店营销手段之一。互补关联、替代关联、潜在关联是关联营

18、销的三种主要方式，而关联的位置既可以是宝贝描述之前、宝贝描述之中，也可以是在宝贝描述之后。在关联营销的产品数量上，并不是越多越好，笔者在长期对关联营销产品数量做研究对比时，发现当关联营销的模块里设置2-4个产品的时候，营销效果最为明显。7.2 建议 本文主要讨论的是淘宝店关联营销实施的意义及其实施的方法，但是淘宝店进行关联营销的最终目的是提高店铺的买家认同度，并对自身商品起到一个较好的推广作用。由此可见，淘宝店要想通过关联营销进一步拓宽销路，必须确保自身的服务有一定的优势，跟别的店铺比较起来，能够依靠自身的优势占据消费者心中的一席之地。而加强自身店铺建设有多种途径，比如提升店铺在同类店铺中的知

19、名度等。从众多淘宝店关联营销的实践来看，获得较好效果的店铺往往也是同类店铺中知名度较高的。所以，关联营销是我们进行营销的一种重要工具，但不是唯一工具，只有保证产品有好的质量，保证有良好的服务态度，不断改善顾客的用户体验，并和钻展、直通车、联合营销、购物车营销等工具相互集合，才可以起到意想不到的效果。因此，我们要明确自己店铺的优势，了解自己产品的优势，了解我们顾客的需求，不断增加店铺曝光，提升品牌知名度。参考文献1于宁，张丰庆.淘宝转型的逻辑J.电子商务，2014(5):11-13.2淘宝学堂，如何做好淘宝关联营销，2012-02-063网店关联营销初探_贺尚飞，2013-01-064宋致远，大

20、数据关联营销新营销2013年 第10期5建元.由电商大战浅析神经营销学在电商营销中的应用J.中国电子商务，2013(6):3.您好，为你提供优秀的毕业论文参考资料，请您删除以下内容，O(_)O谢谢！A large group of tea merchants on camels and horses from Northwest China's Shaanxi province pass through a stop on the ancient Silk Road, Gansu's Zhangye city during their journey to Kazakhstan

21、, May 5, 2015. The caravan, consisting of more than 100 camels, three horse-drawn carriages and four support vehicles, started the trip from Jingyang county in Shaanxi on Sept 19, 2014. It will pass through Gansu province and Xinjiang Uygur autonomous region, and finally arrive in Almaty, formerly k

22、nown as Alma-Ata, the largest city in Kazakhstan, and Dungan in Zhambyl province. The trip will cover about 15,000 kilometers and take the caravan more than one year to complete. The caravan is expected to return to Jingyang in March 2016. Then they will come back, carrying specialty products from K

23、azakhstan A small art troupe founded six decades ago has grown into a household name in the Inner Mongolia autonomous region. In the 1950s, Ulan Muqir Art Troupe was created by nine young musicians, who toured remote villages on horses and performed traditional Mongolian music and dances for nomadic

24、 families. The 54-year-old was born in Tongliao, in eastern Inner Mongolia and joined the troupe in 1975.He says there are 74 branch troupes across Inner Mongolia and actors give around 100 shows every year to local nomadic people. "I can still recall the days when I toured with the troupe in t

25、he early '80s. We sat on the back of pickup trucks for hours. The sky was blue, and we couldn't help but sing the folk songs," Nasun says. The vastness of Inner Mongolia and the lack of entertainment options for people living there, made their lives lonely. "The nomadic people were

26、 very excited about our visits," Nasun recalls. "We didn't have a formal stage. The audience just sat on the grass. Usually, the performances became a big party with local people joining in." For him, the rewarding part about touring isn't just about sharing art with nomadic f

27、amilies but also about gaining inspiration for the music and dance. Ulan Muqir literally translates as "red burgeon", and today's performers of the troupe still tour the region's villages and entertain nomadic families, but their fame has spread around the world. On May 16 and 17,

28、nearly 100 singers and dancers from the troupe performed at Beijing's Poly Theater. Their show, titled Ulan Muqir on the Grassland, depicted the history and development of the art troupe. "Being from the region allowed me to embrace the culture of Inner Mongolia and being a member of the tr

29、oupe showed me where I belonged," Nasun, the art troupe's president, who is also a renowned tenor, tells China Daily. During a tour in 1985, he went to a village and met an elderly local man, who told him a story about his friendship with a solider from Shenyang, capital of Northeast China&

30、#39;s Liaoning province, decades ago. The solider gave the old man a handmade saddle when they bid farewell. The story inspired Nasun to write Carved Saddle, a song that later became one of his most popular numbers. Now, every year, Nasun recruits young singers and dancers for the troupe. The troupe

31、 has also designed a new repertoire, which is mostly based on the daily lives of Mongolian people, especially the lives of nomadic families, and has combined contemporary musical elements with folk songs of the region. Haimu, a 25-year-old khoomei (a local variant of overtone singing) singer, joined

32、 the troupe three years ago. Along with a six-member band, he performs fast songs and soft ones that he writesall while playing the horse-head fiddle."Although I learned the piano since childhood and grew up listening to various kinds of music, to me, the folk music of Inner Mongolia is the roo

33、t," he says. "Performing in remote villages is pleasant. I feel at home on the boundless grasslands, and the warm people there make me feel fulfilled." The first round of spring auction season in Beijing ended last week, but it failed to create much spring in the art market. Although

34、two pieces of Chinese painting fetched more than 100 million yuan, the decline in trading volume and sale rate showed a downturn this year. In the “Grand View: Chinese Painting Highlight” session at China Guardian 2015 spring auctions, Pan Tianshous representative work Eagle, Rock and Flora hit a re

35、cord auction price of 279 million yuan, while Li Kerans masterwork Jinggang Mountain fetched 126.5 million yuan, an unexpected high in recent years. However, the trading volume fells to 1.87 billion yuan from 2.22 billion yuan in the same period the year before. The Huangchen 2015 Spring Auctions, w

36、hich recorded 42.5 million yuan in total sales, experienced the same. The section number went down to 5 from 12 compared to last year. According to expert Shao Jianwu, the art market did not attract much excitement this year due to the booming stock market and the persistent problems of forgery and

37、fake deals. The two pieces of Chinese painting notched up high price this spring due to their own value not due to a revival in the market. "The successful transaction of two works with a hammer price of more than 100 million yuan once again confirms that valuable and rare works of high quality

38、 always earn the long-lasting high price. Chinese painting and calligraphy is still the pillar of the market. However, the overall sales rate has dropped slightly, which reflects the demand for the ordinary auction goods has weakened,” said the president of China Guardians Hu Yanyan. "Besides,

39、the entry of new buyers also makes certain changes to the direction of purchasing. In a word, the overall market trend is very unpredictable. Although China Guardian 2015 Spring Auctions has achieved remarkable results, it does not mean that the market has walked out of the predicament. We still hav

40、e to wait for the big economic boom to invigorate the art market.” Even so, the hot pursuit of some special items appeared this spring. A special session of China Guardian Spring Auctions titled “Fine GiltBronze Buddhist Images” achieved a great deal with total sales volume of 41.89 million yuan and

41、 92 percent sale rate. The 5th Shamar Rinpoche Statue from 16-17th century of Tibet was sold for 5.06 million yuan. The Beijing Chengxuan Auctions featured almost 2,800 items of coins and stamps in three sessions with good sale rate. The Huachen Auctions also set a special session of photographs und

42、er the condition of large-scale decline of auction sessions. There was a palpable dull thud of disappointment that accompanied the return of the imperial entourage of Zhen Huan to her homeland. It followed a couple years of hushed excitement as Chinese fans were fed tidbits about their proud concubi

43、ne who was supposed to conquer the high ground of the North American market. Zhen Huan is, of course, the title character of The Legend of Zhen Huan, a 2011 television series that swept China off its feet and later took other Asian countries by storm. Two years ago, it was reported that HBO, a premi

44、um cable service headquartered in the United States, was going to air it in North America after some modification. Now, a condensed version that provides English subtitles but no dubbing has finally been made available on Netflix for online streaming. This version, highly anticipated as a milestone

45、in China's cultural foray overseas, has been widely panned by its home audience. Retitled Empresses in the Palace, the American version has been shortened from its original 76 episodes at 45 minutes each, to six 90-minute episodes. The quick pacing threw off many native viewers, who are accustom

46、ed to a more leisurely daytime-soap-style narrative rhythm. (Chinese TV stations would run two or three episodes every day.) I did not finish the full-length version and found the truncated one not difficult to follow. What's lost, I believe, are the interesting setups and pauses that illuminate

47、 the Chinese art of storytelling. Much of the plot is still there. It is the flavor that was sacrificed. The American edition uses the framework of the Empress Dowager in her senior years reminiscing at the beginning and the end of each episode, hinting at what's to come and recapping the key po

48、ints. This device, not used in the original, is culturally understandable but artistically mediocre. What puzzles me is the two new songs for the opening and end credits. They were written in English, but sung by Chinese with an uncomfortable accent. They were obviously designed to appeal to an Engl

49、ish-speaking base, but do not jibe with the Chinese dialogue. Speaking of the dialogue, the English translation, picked apart by some Chinese, is too literal for my taste. I can imagine a typical American hit by a flurry of royal ranks, addresses and greetings, even multiple names and titles for the

50、 same person. The first half hour must be a swamp to wade through, very much like my experience of getting through a Tolstoy tome with its endless inflections of names transliterated into lengthy Chinese. I see the choice of verbatim translation as an effort for conveying exotica. It is fairly compe

51、tent, with no error that I could detect, but fails to rise above words or capture the essence of the language. A cultural product usually crosses over to a foreign territory first by an emphasis on the commonalities. But whether inside or outside China, the temptation to sell it for the differences

52、is just too great. Sure, the sumptuous sets and costumes are a big attraction, but the narrative technique has becomehow shall I put it?a bit anglicized, which is necessary for cultural export. Judging by the responses, this legend, which, contrary to the claim of the English trailer, is totally fic

53、titious, has departed from China but not yet landed on American shores. I am a big fan of Ralph Waldo Emerson's essay titled Self-Reliance. If you've not yet read it, I strongly encourage you to do so. In this essay, the venerable Emerson talks about eschewing the trappings of society and fi

54、nding one's own path. He urges the reader to find rectitude and lead a moral life. He professes that, only by being self reliant, as opposed to relying on the government and being dictated to by society, can one begin leading a decent and purposeful life. He avers that such a life is the only li

55、fe worth living. I agree with him. This essay was written during a time of social upheaval in America, and it is rather odd that Emerson authored it, as he was a part of the upper crust of society at the time. It just so happened that he looked around him, at the indolence and the wantonness of the people in his circle; he wondered how in the world he came to belong there. Indeed his penning and publishing this essay caused his excommunication from high society and also ca