目 录
摘要………………………………………………………………………………………………… 1
Abstract…………………………………………………………………………………………… 2
引 言…………………………………………………………………………………………….. 3
一、拉手网的网络营销方式分析……………………………………………………….. 3
（一）网络营销概述…………………………………………………………………………………………… 3
（二）拉手网的数据库营销………………………………………………………………………………… 4
（三）拉手网的口碑营销……………………………………………………………………………………. 4
二、拉手网的市场状况分析………………………………………………………………. 5
（一）团购网站的市场现状………………………………………………………………………………… 5
（二）团购网未来的发展趋势…………………………………………………………………………….. 5
（三）拉手网的SWOT分析………………………………………………………………………………….. 6
三、拉手网的未来网络营销策略分析………………………………………………… 8
（一）联盟推广营销…………………………………………………………………………………………… 8
（二）团购导航推广营销……………………………………………………………………………………. 8
（三）搜索引擎推广营销……………………………………………………………………………………. 8
（四）社会化媒体营销……………………………………………………………………………………….. 9
四、总结…………………………………………………………………………………………. 9
参考文献……………………………………………………………………………………….. 10
拉手网的网络营销分析年
摘要：随着电子商务的发展和网络购物的日益普及，网络团购作为一种新型的营销和消费方式逐渐成为人们关注的焦点。网络团购市场发展异常迅速，市场规模迅速增加，团购销售额呈爆发式增长。团购网站的大量涌出使团购市场的竞争越来越激烈，为了争夺客户资源，各团购网站用各种方式吸引生产厂家和消费者的注意。拉手网作为网络团购的一匹黑马，凭借其团购2.0模式和一日多团的团购新模式，以及其先进的网络营销理念，通过近两年的发展，在发展速度和所占的市场份额上，无疑成为网络团购的领头羊。本文以网络营销理论为基础，结合当前我国网络团购的发展现状，对拉手网的网络营销做进一步分析，并对其未来网络营销策略给出一些合理化建议。
关键词：团购；拉手网；网络营销；趋势
Handle the network marketing analysis
Abstract：With the development of e-commerce and the increasing popularity of the network shopping, bulk network as a new marketing and consumption patterns gradually become the focus of attention. Network market development team exceptionally rapid, market size increases rapidly, Group purchase sales showed the explosive growth. A large number of TeamBuycomcn stand out of the team to market more and more competition, in order to fight for the customer resources and the TeamBuycomcn stand in various ways to attract the attention of the manufacturers and consumers. Shake handshandle nets as network a bulk a dark horse, with its bulk order 2.0 a day many mode and the bulk of the new model group, and its advanced network marketing idea, through two years of development, in the speed of development and the market share of, has become the leader of the group buying network. Based on the network marketing theory as a foundation, combining the current situation of the development of the bulk of our network, the shake handshandle of network marketing further analysis and the future network marketing strategy given some rational Suggestions.
Key words：Groupon；Shake handshandle nets; The network marketing; trend
