摘要：近年来随着中国电子商务不断发展和完善，网络购物市场越来越受到消费者的认可和喜爱。正因为市场大、风险低、入门易、经营方便等特点，个人网店如今层出不穷，所经营的商品种类也数不胜数，网上销售手机配件产品也是其中的一个活跃市场。在这样激烈的竞争状况下，“甘甘家”作为一个开业一年左右的手机配件销售网店，因为存在种种营销问题，经营状况不如人意，发展前景堪忧。针对这一情况，本文将利用相关的市场营销理论，分析“甘甘家”在营销上所存在的问题，并且设计出相应的市场营销策略，从而使其在未来的经营中有更好的发展优势。

关键词：个人网店 手机配件 市场营销

Abstract:In recent years,with the constant development and improvement of Chinese e-commerce,online shopping market is increasingly recognized and loved by consumers.Because of the large market,the low-risk,the easy induction,the convenient operation and other characteristics,now there are more and more personal online shops and types of goods,online sales of mobile phone accessories’market is one of the active market.In such a highly competitive situation,”GanGan’s Home”,a mobile phone accessories’online shop which opened about a year,has the poor management and the woeful development for various marketing issues.In response to this situation,the paper will make use of the relevant marketing theory to analyze problems of “GanGan’s Home”in the marketing and design the corresponding marketing strategies to make it has a better development in the future operations.　

Key Words:personal online shops mobile phone accessories marketing