畢業(yè)論文：體育用品網(wǎng)絡(luò)銷售的發(fā)展策略(已修改)
2025-06-21 01:32 本頁面
【正文】 I 體育用品網(wǎng)絡(luò)銷售的發(fā)展策略 摘要 :隨著經(jīng)濟(jì)全球化的迅速發(fā)展和體育運(yùn)動在世界各國的普及，體育用品產(chǎn)業(yè)正成為 21 世紀(jì)最具有前景的新興產(chǎn)業(yè)之一，合理發(fā)展我國體育用品有利于活躍體育經(jīng)濟(jì)帶動體育產(chǎn)業(yè)的發(fā)展。 我國體育用品產(chǎn)業(yè)的規(guī)模普遍不大，很難組成一定形式的大規(guī)模體育用品網(wǎng)購平臺。這是體育事業(yè)的發(fā)展機(jī)遇，但是同時也是一個嚴(yán)峻的挑戰(zhàn)。 基于網(wǎng)購運(yùn)動品牌的專有模型，調(diào)查認(rèn)為 2021 年至 2021 年運(yùn)動器材市場的復(fù)合年均增長率將為 %。然而運(yùn)動商品器材的網(wǎng)購有不可避免的優(yōu)缺點(diǎn)，運(yùn)動器材的本身特性讓它具備了很高的實(shí)際體驗(yàn)價 值，只有用實(shí)際的檢驗(yàn)才能避免體育器材網(wǎng)絡(luò)營銷的無體驗(yàn)性。本文研究的意義就是通過了解當(dāng)今運(yùn)動用品購物市場下的網(wǎng)購心理及實(shí)際市場與網(wǎng)絡(luò)市場的結(jié)合發(fā)展，從而為自身體育器材網(wǎng)購市場的發(fā)展提供可靠策略及營銷方向。 關(guān)鍵詞： 網(wǎng)購；運(yùn)動用品；網(wǎng)絡(luò)營銷 II Development Strategy of Network marketing of sports goods Abstracts: Along with the rapid development of economic globalization and the popularization of sports in the world, sports goods industry is being one of the most promising new industries in twentyfirst Century, which is conducive to the development of sports industry in China. The scale of sports goods industry in China is generally small, it is difficult to form a certain form of largescale sports goods online shopping platform. This is the development of sports industry, but also a serious challenge. Based on the proprietary model of online shopping sports brand, the survey considers that the pound annual growth rate of the sports equipment market in 2021 to 2021 will be %. However, the online shopping of sports equipment has the advantages and disadvantages, and the characteristics of the sports equipment make it have a high practical value, and only use the actual test to avoid the sports equipment work marketing experience. The significance of this research is to provide a reliable strategy and marketing direction for the development of the online shopping market. Key word: Online shopping ； Sporting goods ； Network marketing III 目 錄 前 言 ....................................................................................................................1 （一）研究目的 ..............................................................................................1 （二）研究意義 ..............................................................................................1 （三）研究方法 ..............................................................................................1 （四）研究思路 ..............................................................................................1 一、主要理論綜述 ..............................................................................................2 （一）相關(guān)概念界定 ......................................................................................2 （二）體育用品網(wǎng)絡(luò)營銷策略的研究理論 ..................................................2 二、國內(nèi)體育用品網(wǎng)絡(luò)銷售現(xiàn)狀分析 ..............................................................3 （一）體育用品網(wǎng)絡(luò)年銷售量對比 ..............................................................3 （二）體育用品網(wǎng)購平臺發(fā)展現(xiàn)狀 ..............................................................4 （三）體育用品銷售種類對比分析 ..............................................................4 （四）體育用品網(wǎng)絡(luò)銷售退貨率對比 ..........................................................5 三、國內(nèi)體育用品網(wǎng)絡(luò)銷售中存在的問題 ......................................................6 （一）商品銷售的責(zé)任感欠缺 ......................................................................6 （二）知名度不夠 ..........................................................................................6 （三）網(wǎng)
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