导入流量在电子商务中的应用与研究

论文总字数：21072字

摘 要

现如今，我国正处于互联网迅速发展的新时代，随着人们对互联网的依赖程度越来越高，电子商务行业对人们日常生活的影响也日益加深。电子商务的发展是大势所趋，是经济发展的重点导向，而企业网站的客流量很大程度上决定了消费量，因此，对电子商务行业来讲保持稳定的流量导入也就成为了稳定销售的基础，导入流量就成为了新兴电商行业的必由之路。也正因如此，如何增加网站的关注度以及如何提升网站的流量也就成为了当今电商行业的热门话题。

“流量导入”通俗来说，指的是网站通过增加流量来源来确保网站流量保持稳定。如果只是依赖搜索引擎的话，对现在的网站来说是很危险的，网站可以根据自己的内容与其他网站交换，增加流量来源。流量导入可以分为站外流量导入和站内长尾优化两种。学好并合理应用这两种方法对电商行业的发展至关重要。一个好的电子商务公司必然首先应该对自己网站每天的流量进行分析，了解自己网站的流量从何而来，来自于哪些群体，如何增加流量，并定期分析网站流量是在倒退还是进步，以及流量发生变化的原因并对此进行讨论。导入流量的三个方法分别是从关键词、内容和外部链接的三个角度提出的，想最大程度的扩大流量，仅仅专注于关键词的优化肯定是不够的，优质的内容可以提高用户的忠诚度，外部链接也可以增加流量的导入，电商企业需要对导入流量的几种方法作归纳性总结，分析不同方法的不同作用，并对用户的行为进行分析，进一步探讨流量的规律，深入研发出最适合本公司，最有利于公司发展的方法。

只通过理论阐述往往不够，而京东的发展恰好就是一个很好的例子。通过对京东商城的现状及流量情况调查，发现京东只所以能取得如此优异的成绩，也是由于它在流量导入方面做的很好，但由于人工售后服务的欠缺、互联网时期超强的竞争，仍有一些进步空间，这也更加说明，在这种背景下，通过对导入流量的方法及应用进行分析，并将这种方法不断完善改进，更合理高效地应用到电商企业中去，可以进一步促进电子商务行业的发展。企业要想获得长久的利益，就必须跟进时代的潮流，在坚持传统经营的基础上，科学合理的做好网络营销，尽可能的导入流量，提高流量转化率。

关键词：电子商务；导入流量；流量统计；流量分析；用户行为

Application and Research of Import Flow in E-Commerce

Abstract

Nowadays, China is in a new era of rapid development of the Internet. With people"s increasing dependence on the Internet, the impact of e-commerce industry on people"s daily life is also deepening. The development of e-commerce is the trend of the times and the key direction of economic development, and the traffic of enterprise websites largely determines the consumption. Therefore, for the e-commerce industry, to maintain a stable flow of import has become the basis of stable sales, and the flow of import has become the only way for the emerging e-commerce industry. Because of this, how to increase the attention of the website and how to enhance the traffic of the website has become a hot topic in the e-commerce industry.

"Traffic import" generally means that the website ensures the stability of the website traffic by increasing the source of traffic. If only relying on search engines, it is very dangerous for the current website, which can exchange its content with other websites to increase traffic sources. Flow inflow can be divided into two types: outflow inflow and long tail optimization. It is very important for the development of the business industry to learn and apply these two methods reasonably. A good e-commerce company must first analyze the daily traffic of its website, understand where the traffic of its website comes from, which groups it comes from, how to increase the traffic, and regularly analyze whether the traffic of its website is regressing or progressing, as well as the reasons for the traffic changes and discuss them. The three methods of importing traffic are put forward from three perspectives of keywords, content and external links. To maximize traffic, it is certainly not enough to focus solely on the optimization of keywords. High-quality content can improve user loyalty, and external links can also increase traffic importation. E-commerce enterprises need to summarize several methods of importing traffic. Analyse the different functions of different methods, and analyze the behavior of users, further explore the rules of traffic, in-depth research and development of the most suitable method for the company, the most conducive to the development of the company.

It is often not enough to elaborate only through theory, and the development of JingDong is just a good example. Through investigating the current situation and traffic situation of JingDong Mall, it is found that Jingdong can only achieve such excellent results, but also because of its good performance in traffic import. However, due to the lack of after-sales service and the strong competition in the Internet period, there is still some room for improvement. This also shows that, in this context, through the introduction of traffic methods and applications, we can make some progress. If enterprises want to obtain long-term benefits, they must follow the trend of the times, do a good job of network marketing scientifically and reasonably on the basis of adhering to the traditional management, as far as possible introduce traffic, and improve the flow conversion rate.

Keywords: Electronic Commerce; Import Traffic; Traffic Statistics; Traffic Analysis; User Behavior目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 1

1.4 论文框架 2

第二章 导入流量文献综述 3

第三章 电商企业的发展及特征 5

3.1 电子商务的发展历程 5

3.2 电商企业的特征 6

3.2.1 流量数量分析 6

3.2.2 流量质量分析 6

3.2.3流量来源分析 6

3.2.4流量转化率分析 7

第四章 导入流量的应用及操作行为分析 7

4.1 导入流量的定义 7

4.2导入流量可行性分析 8

4.2.1 影响电子商务战略成功因素 8

4.2.2 导入流量的重要性研究 9

4.3 导入流量的方法 9

4.3.1关键词选择和布局研究，策略性引流 9

4.3.2优质内容建设，长尾关键词引流 9

4.3.3外部链接建设，锚文字引流 9

4.4 关于电商网站的操作行为分析 10

4.4.1用户时间段分析 10

4.4.2搜索浏览行为分析 11

第五章 对京东的营销模式分析 12

5.1京东商城现状 12

5.1.1定位 12

5.1.2营销策略分析 12

5.2 京东商城流量现状及流量导入方法分析 13

5.2.1京东商城流量分析 13

5.2.2京东导入流量的方法分析 14

5.3 京东商城导入流量的利弊分析 14

5.3.1存在问题 14

5.3.2建议 15

结 论 15

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