摘    要 本论文通过对网易严选的运营模式进行研究，总结分析出网易严选在短短一年中成功的关键以及对其他电商企业的一些建议。本文首先对中国电子商务市场的整体规模，以及电子商务市场激烈的同质化战争、大规模价格战争以及传统零售企业和跨境电商的加入，强调网易严选作为电商黑马在找准市场、拓展市场方面的成功性。简要概括网易严选的创新点。再从三个方面具体分析网易严选：品牌文化、商业模式、营销方式。通过对比分析法得出，网易严选在品牌文化上是比无印良品更适合中国市场和中国消费者；在商业模式上，使用ODM生产模式减轻企业压力，取代品牌商更甚品牌商；在营销方式上根据详实数据说明网易严选突破传统策略取得优秀成绩。最后作者总结网易严选成功的四大关键：网易及衍生产品、产品本身魅力、联手制造商和快递、借事造势，网易严选不是一个复刻品，而是一个复制与创新结合的产物，同时对其他电商提出建议。90448

In this paper, through the research on the operation pattern of NetEase Yanxuan, the author summarizes and analyzes the key to the success of NetEase Yanxuan in just one year and some suggestions to other enterprises。 First of all, this paper analysis the overall size of China e-commerce market, and the homogenization, e-commerce market fierce price war and the traditional large-scale retail enterprises and Cross-border electronic business’s joining, in order to emphasize the success of NetEase Yanxuan’s market selection and expanding the market as a black horse in the electricity supplier。 A brief summary of the innovation of NetEase Yanxuan。 Then from three aspects of the specific analysis of NetEase Yanxuan: brand culture, business model, marketing。 Through the comparative analysis method, the NetEase Yanxuan on the brand culture is more suitable for the China market and China consumers than Muji; in the business model, alleviate the pressure on enterprises to use ODM production mode, replace brands more brands; in the marketing method according to the detailed data that NetEase Yanxuan to break through the traditional strategy outstanding achievement。 Finally, the author selected four keys NetEase Yanxuan : NetEase and derivative products, the product itself, joint manufacturers and courier, seize the chance, the NetEase Yanxuan is not a replica, but a combination of replication and innovation, and puts forward the suggestion to other electricity providers。 

毕业论文关键词：网易严选；轻运营模式；柔性供应链；品牌文化；营销策略

Keyword: Netease Yanxuan; Light business model; Flexible supply chain；Brand culture; Marketing strategy

目    录

1、引言 4

2、研究背景与思路 5

2。1市场背景 5

2。1。1、电子商务市场规模 5

2。1。2、电子商务市场形势 5

2。2市场挑战 6

2。2。1同质化扩张 6

2。2。2传统零售行业及源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766 跨境电商的加入 7

2。2。3寡头垄断局面 8

2。3研究思路 8

3、网易严选创新点 9

3。1轻运营模式 9

3。2ODM模式 9

3。3品牌理念 9

4、网易严选三大特色