论文总字数：19841字

摘 要

淘宝联盟是由阿里妈妈和淘宝网合并而成立的。淘宝联盟主要服务的是淘宝网，依靠“淘宝客”推广淘宝产品，也因此出现了“橙领”一职。淘宝联盟在淘宝客推广商品的选择和推广模式上不断改进，沿用淘宝C2C运营模式，更加适应网站和用户需求，具有巨大的广告效益。淘宝联盟从表面上看是一个为消费者省钱的平台，但它的目的不是为了替消费者省钱，而是为了赚钱。本文在对淘宝联盟的营销模式、返利模式、盈利模式进行充分分析和实际操作的基础上，发现淘宝联盟涌现出来的问题，为淘宝联盟提供问题的解决方案，在研究淘宝联盟未来发展的趋势时，为淘宝联盟的未来发展提供可执行的建议。

第一章分析了研究了淘宝联盟的相关背景，第二章是相关文献的阐述，第三章是对淘宝联盟的发展现状进行了分析，对淘宝联盟的营销模式、返利模式、盈利模式，并且用SWOT模型对淘宝联盟的优势、劣势、机会、威胁进行分析和归纳，指出淘宝联盟存在返利操作麻烦等问题。第四章分析了“淘宝联盟”的调查问卷的结果，说明了调查的目的、对象、方法和工具，也对“淘宝联盟”的问卷数据进行分析，根据自己实际获得数据分析出淘宝联盟存在的问题和吸引用户的关键，并在第五章对淘宝联盟的问题提出解决方案，认为可以通过扩大广告资源、线上线下同步、打造品牌效应来解决淘宝联盟存在的问题，也为淘宝联盟未来发展提供了可行性建议。

关键词：淘宝联盟；返利；运营模式

Exploration and Analysis of

The Operation Model of "Taobao Alliance"

Abstract

Alimama merged with Taobao to form Taobao Alliance. Taobao Alliance mainly serves Taobao.com, relying on Taobao customers to promote its products, and therefore has the role of "orange collar". The Taobao Alliance has continuously improved the selection and promotion model of Taobao customers' products to promote. It follows the Taobao C2C operation model, which is more adapted to the needs of the website and users, and has huge advertising benefits. On the surface, Taobao Alliance is a platform for saving money for consumers, but its purpose is not to save money for consumers, but to make money. Based on the full analysis and actual operation of Taobao Alliance’s marketing model, rebate model, and profit model, this article finds the problems that have emerged in Taobao Alliance, provides solutions to Taobao Alliance’s problems, and studies the future development trend of Taobao Alliance. To provide executable suggestions for the future development of Taobao Alliance.

The first chapter analyzes the relevant background of the Taobao alliance, the second chapter is the elaboration of the relevant literature, and the third chapter analyzes the development status of the Taobao alliance, and analyzes the marketing model, rebate model, and profit model of the Taobao alliance, and Use the SWOT model to analyze and summarize the advantages, disadvantages, opportunities, and threats of Taobao Alliance, and point out that Taobao Alliance has problems with rebate operations. Chapter 4 analyzes the results of the "Taobao Alliance" questionnaire, explains the purpose, objects, methods and tools of the survey, and also analyzes the "Taobao Alliance" questionnaire data, and analyzes the existence of the Taobao Alliance based on the actual data obtained. The problem and the key to attracting users. In Chapter 5, the solution to the Taobao Alliance’s problem is proposed. It is believed that the problems of Taobao Alliance can be solved by expanding advertising resources, online and offline synchronization, and building brand effects, which is also for the future development of Taobao Alliance. Provide feasible suggestions.

Keywords: Taobao Alliance; Rebate; Operating model

目 录

摘 要 I

Abstract II

第一章 绪　　论 1

1.1 研究背景及意义 1

1.2 本文主要内容及思路 1

1.3 论文框架 2

第二章 文献综述 3

2.1 国外的研究现状 3

2.2 国内的研究现状 3

第三章 淘宝联盟的现状分析 5

3.1 淘宝联盟的背景简介 5

3.2 淘宝联盟的运营模式分析 5

3.2.1 淘宝联盟的营销模式 5

3.2.2 淘宝联盟的返利模式 5

3.2.3 淘宝联盟的盈利模式 9

3.3 淘宝联盟的SWOT分析 9

3.3.1 内部因素 9

3.3.2 外部因素 10

3.4 淘宝联盟存在的问题 13

3.4.1 内部问题 13

3.4.2 外部问题 13

第四章 “淘宝联盟”的调查问卷分析 14

4.1 调查的对象 14

4.2 调查的方法和工具 14

4.3 调查数据的收集 14

4.4 调查数据的分析 14

4.5 调查的结论 16

第五章 淘宝联盟的问题解决方案及未来发展的探索 17

5.1 淘宝联盟发展问题的解决方案 17

5.1.1 营销方面 17

5.1.2 返利方面 18

5.1.3 盈利方面 18

5.2 淘宝联盟未来发展的探索 18

结　　论 20

致　　谢 21

参考文献 22

附录一 “淘宝联盟”满意度调查问卷 23

第一章 绪　　论

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