淘宝发展战略分析1.背景分析.......................................................................................................................................11.1中国电子商务发展及现状.................................................................................................11.2淘宝发展简述.....................................................................................................................21.3淘宝网发展的趋势.............................................................................................................22.项目调研.......................................................................................................................................32.1项目市场调研.....................................................................................................................32.1.1淘宝现状.................................................................................................................32.1.2社会人群对淘宝现状的反应..................................................................................42.2外部宏观环境分析(pest分析)...........................................................................................42.3SWOT分析.......................................................................................................................52.4竞争分析............................................................................................................................72.4.1行业竞争分析..........................................................................................................72.4.2同类项目优劣分析..................................................................................................72.5竞争策略分析.....................................................................................................................82.5.1淘宝网自身分析......................................................................................................82.5.2竞争对手分析..........................................................................................................93.营销战略分析.............................................................................................................................103.1市场定位...........................................................................................................................103.2体验营销策略...................................................................................................................103.2.1品牌娱乐策略........................................................................................................103.2.2广告攻势：风风火火............................................................................................113.2.3淘宝网电子商务模式营销策略............................................................................113.2.4支付宝的优势和服务............................................................................................113.2.5淘宝网与国内知名物流的紧密合作....................................................................123.2.6特色的聊天工具，阿里旺旺................................................................................123.3营销策略对策研究...........................................................................................................123.4整体策略...........................