摘要互联网电子商务平台的迅速发展使人们获取信息的成本急剧降低，消费者从较单一集中的主流大众化市场慢慢向尾部种类更多需求更小的小众化市场分流，小众产品迎来春天。然而随着传统渠道玩法的日益完善，与日俱增的高昂营销成本和粗犷的营销方式显然不适合中小众产品将信息精准有效的传达至目标用户群，将大众产品的营销手段复制到小众产品传播中通常是行不通的，“大炮轰蚊子”的现象给众多中小众产品带来了一定的困惑。51890

本文从小众产品角度出发，旨在通过探索电子商务和移动互联网下的新型营销方式，结合小众产品传播的特征，对小众产品受众进行深度剖析，从而总结出行之有效的小众营销策略。并以本人在正在创业的淘宝C店“宝岛哥精品机车生活馆”作为案例进行分析，以高端摩托配件这一小众产品作为实践依据，希望能为小众产品提供一个区别于大众企业的相对可行的营销方向，对今后日益主流的小众产业的深入研究具有实际的借鉴意义。

Abstract：With the development of electronic commerce, people become more  easy to get information, Niche products become more popular. However, with the improvement of the traditional channels of gameplay, the marketing costs become higher, and it is not suitable for niche products which Effectively convey accurate information to the target user group. It doesn’t work that copying the mass marketing of products to niche products Communication. The phenomenon which we call＂

use cannon to hit the Mosquito＂is confusing lots of niche product.

Starting with the niche product, this thesis aim to explore the new way under the  e-commerce marketing and mobile Internet ,analyzes the spread feature of niche product, then summarize an effective niche marketing strategy. Finally, to the “bao dao brother Motorcycle” as an example, analysis it’s SWOT and Marketing measures, hope to give the niche product an relatively viable marketing direction. It also make sense to help the future research of niche industry.

毕业论文关键词：小众产品； 营销策略； 精准营销

Keyword: ；niche market product；Marketing strategy； Precision marketing

目录

1.引言 4

1.1研究背景及意义 4

1.2研究内容 4

1.3本文创新点 5

2.文献综述 5

2.1小众产品的精准营销策略相关研究 5

2.1.1国外相关研究 5

2.1.2国内相关研究 5

2.2研究中存在的问题 6

3.电商小众产品营销发展趋势与营销环境分析 6

3.1小众产品的界定 6

3.2小众产品营销必要性分析 7

3.3小众产品的营销困境与价值前景分析 8

3.3.1价值和前景 8

3.3.2困境与威胁 9

3.4精准营销在电子商务小众产品中的应用现状 9

4. 中小众产品营销模型的构建 10

4.1中小众产品营销模型的理论依据 10

4.2小众产品营销模型的构建原则 11

4.3小众产品营销模型的构成要素