摘要:在如今这个信息化高速发展，电子商务横行的经济背景下，越来越多的人选择创业，而其中的大多数人都建立了属于自己的网店。为了了解各大电子商城中小规模经营的商铺的网络营销策略，本论文将对天猫商城内一个私人经营的小店铺--地心引力数码商品网店进行网络营销策略分析与市场竞争分析。

　　　本论文的研究思路是，本文将先从现有文献中了解目前国内现有的研究理论，再从同行业竞争者和消费者角度出发，探索影响数码商城类网店竞争力的原因，从内外部环境分析出该数码用品网店的自身经营的优劣势以及面临的威胁与机会，最终通过对地心引力数码用品网店的网络营销策略的分析，了解并分析出每一个策略的作用及不足，从而得出采取何种营销策略，为地心引力网店营销手段创新提供新的思路，让地心引力数码用品网店在同行业竞争中脱颖而出。同时,本人希望通过对地心引力数码用品网店的研究能给相对应类型的网店实际经营有较好的参考和借鉴之处。

关键词 数码用品；网络营销；营销策略研究；网店

Abstract: In today’s rapid development of information technology, electronic commerce run under the economic background, more and more people choose to start, but most of them have established their own online shop. In order to understand network marketing strategy of the small and medium-sized business electronic mall shops, this paper analyzed the network marketing strategy analysis and market competition on T-mall mall is a privately operated small shop --a digital goods shop called Gravity. 

　　　First of all, the study is from the existing literature study of existing theories at home. Then from the same industry competitors and consumers perspective, the study explores the reasons affect digital mall kind of online competitive analysis. This paper analyzed the digital supplies shop operating their strengths and weaknesses and the opportunities and threats facing the external environment. Finally, through the analysis of network marketing strategy of the digital product online shop, understanding and analysis of each strategy effects and problems, so that what marketing strategy provides new ideas for the shop marketing means. This paper makes the gravity digital products online talent showing itself in the same industry competition. At the same time, I hope that through the study on a digital product online shop called Gravity can give the corresponding class of shop of actual operation has a good reference and reference.

Keyword  Digital products  Network marketing  Marketing strategy  On-line shop