论文总字数：21050字

摘 要

随着信息时代的到来，电子商务行业取得了巨大的发展，现如今纺织行业却正在遭受整体经济普遍低迷的影响，需要一个行业转型与升级，而电子商务平台刚好是纺织行业的一个跳板，它的兴起，使我们看到了纺织行业复兴的希望。

本文第一部分主要是此次调研的背景、调研的现状及思路与方法。第二部分介绍了柯桥网上轻纺城的运营现状，主要从平台功能、盈利模式和网站数据进行分析,从而知晓其正处于起步阶段，盈利还需要政府的赞助、网站推广也不够有深度、没有自己的诚信机构等问题需要进一步的完善。于是第三部对柯桥网上轻纺城做了一个SWOT分析，从它的运营优势、与线下比较和与对手比较的困境及它面临的挑战和机遇展开得出柯桥网上轻纺城丰富自己的经营产品是有必要的，但其所增加的产品必须与现有的纺织类商品有关联，针对柯桥网上轻纺城的运营模式分析，基于网上客户的需求，第四部分从会员情况、浏览网站的时间、网站的推广力度和便捷度、下单率及卖家可信度、检验货品质量的方法、预设机制等方面展开对柯桥网上轻纺城做了一个问卷调查，基于问卷数据的整理分析第五部分针对此次调研结果，从网站功能的规范、网站安全的优化、网站推广的完善及一些特色方案上作出了详细的运营优化策略。

关键词：网上轻纺城 竞争对手 不足的原因 解决方案

Textile City Keqiao Online Business Model Analysis and Strategy Research

ABSTRACT

With the advent of the information age, e-commerce industry has made tremendous development, but now the textile industry as a whole is suffering from the general economic downturn, the industry needs a transformation and upgrading, and e-commerce platform happens to be a springboard for the textile industry, it the rise of the textile industry, we see a revival of hope.

This article is the first part of this research background, current situation and the ideas and methods of research. The second part describes the operational status of the online Keqiao Textile City, the main function of the platform profit mode and site data were analyzed to know it is in its infancy, the government's profit also need sponsorship, website promotion is not enough depth, not have their own institutional integrity and other issues need to be further improved. So the third part of the online textile city Keqiao do a SWOT analysis, from its operational advantages, and the plight of the line comparison and compared with rivals, and the challenges and opportunities it faces Expand draw rich textile city Keqiao online their business products are necessary, but they increase the product must be linked to the existing textile goods, analysis of the textile city Keqiao online business model, based on the needs of online customers, the fourth case from members aspect, the time to browse the site, promotion efforts and convenience of the site, under a single rate and the seller credibility, quality of goods inspection method, the default mechanism to expand the online textile city Keqiao did a survey, based on questionnaires Finishing fifth part data for the survey results, the specification of site features, site security optimization, website promotion to improve on some of the features and made a detailed operational plan optimization strategy.

Key Words: QFC;Competitor; Insufficient Reason; Solutions

目 录

摘 要 II

ABSTRACT III

目 录 IV

第一章 绪论 1

1.1 研究背景及意义 1

1.2 研究现状 1

1.3 研究思路与方法 2

第二章 柯桥网上轻纺城的运营现状 4

2.1 网上轻纺城的简介 4

2.2 平台功能介绍 4

2.3 盈利模式 5

2.4 网站数据分析 5

第三章 柯桥网上轻纺城的SWOT分析 8

3.1 运营优势的分析 8

3.2 与线下比较的困境 8

3.2.1准入机制不够完善 8

3.2.2网站商品的信息、搜索功能不够完善 9

3.2.3如何监管采购商、供应商的诚信度 9

3.2.4如何监督产品的质量 9

3.2.5如何安全地支付货款 10

3.2.6交易是会出现跳单 10

3.3与对手比较的困境 10

3.3.1搜索结果比较 10

3.3.2网站的推广力度不够 11

3.4竞争对手的挑战 12

3.4.1竞争对手的介绍 12

3.4.2竞争对手分析 13

3.5 机遇 14

3.5.1未来的目标 14

3.5.2多元化经营 15

3.5.3优势 15

3.5.4总结 15

第四章 柯桥网上轻纺城的问卷调查 16

4.1制作、发放和回收问卷 16

4.2问卷数据的分析 16

4.3总结 20

第五章 基于柯桥网上轻纺城调研的运营优化对策 20

5.1网站功能的规范 20

5.1.1市场准入机制的完善 20

5.1.2检索功能的完善 20

5.1.3商品质量监督机制的完善 20

5.1.4建立预防跳单的机制 21

5.2网站安全的优化 21

5.2.1建立诚信档案 21

5.2.2安全的支付货款 21

5.3网站推广的完善 21

5.3.1微信营销 21

5.3.2软文营销 22

5.4特色方案 23

5.4.1细化市场 23

5.4.2提供展位 23

5.4.3移动商铺 23

5.4.4线上线下结合 23

5.4.5促销频道 23

5.4.6规定统一标准 23

总结与展望 25

参考文献 26

附录 28

第一章 绪论

1.1 研究背景及意义

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