促销策略对销量的综合影响——以淘宝为例

摘要：本文主要针对淘宝促销策略总结了现有的研究成果并提出存在的问题和未来的研究方向。目前围绕淘宝促销策略展开的研究相对较少，现有的研究主要可以分为两类，一类是淘宝平台采取的促销策略，集中分析了“双十一”期间淘宝平台的促销手段；另一类是淘宝商户所采取的促销策略，主要分析了“直通车”这一策略。

关键词：淘宝、促销、直通车

Analysis on E-Commerce Promotion Strategy Based on TaoBao

Abstract: This passage mainly conclude the existing researches on promotion strategies based on TaoBao, and put forward the directions of future research after pointing out the deficiencies.  There are relatively few researches in this field, which could be divided into two categories :The strategies adopted by the platform especially on the ‘Double Eleven’ day, and the strategies adopted by the merchants online, in particular the ‘through train’ stategy.

Key words: TaoBao、Promotion、Through train

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