摘要

电子商务的快速发展促进了网络经济的蓬勃发展，加剧了企业的竞争。为了提升核心竞争力，企业都开始涉足电子商务，注重网上与社区营销。鉴于此，本文首先简述了电子商务的发展现状，然后从网站的经营目标、经营策略对天裁秀网站的发展现状进行分析，接着对天裁秀网站和社区营销方案及进行详细规划，并提出实施步骤，从而得出本文的结论。天裁秀网站综合运用博客营销、微博营销、视频营销、病毒营销等多种营销方式，对其网站与社区进行持续的宣传，将不断提升企业的影响力与市场占有率，是具有实践意义的研究课题。

关键词：天裁秀，“斗秀场”，营销策略社区营销

THE IMPLEMENTTATION OF THE TIANCAI SHOW WEBSITE MARKETING PROGRAM PLANNING AND COMMUNITY MARKETING

ABSTRACT

The rapid development of e-commerce, promoting the vigorous development of the network economy, increasing the competitiveness of enterprises. In order to enhance the core competitiveness, businesses are beginning to get involved in e-commerce, focusing on the online community marketing. In view of this, the paper first outlines the development status of e-commerce, and then analyze the development status of the site’s business objectives,and business strategy, and then the Tiancai show site and community marketing programs and carry out detailed planning and proposed implementation steps, to arrive at the conclusion of this article. The author hopes that the Tiancai show site use blog marketing for microblogging, a combination of video marketing, viral marketing, marketing, websites and communities sustained advocacy, in order to continue to enhance the influence and market share, is the practical significance of research topics.

Keywords: The Tiancai show , “Pitching their wares” ,Marketing strategy，Community Marketing

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