在中国内地分别建有现代化的加工厂，精选中国长山列岛刺参为原料，采用先
进加工工艺，着力保持海参的原生状态。多年来产品远销香港、日本、新加坡，
加拿大等国家和地区。在国内市场，公司注册的“C 公司”品牌海参，深受消费
者的喜爱和信赖。“C 公司”早已深入人心,“选海参，找 C 公司”已经成为广
大经销商和消费者的共识。

2010 年，为保证消费者吃上真正的原生态海参，公司加大了中国长山列岛
天然海参牧场的推广工作 ；同时，开始建立以自营店为主，合作经营为辅的全
国海参专卖连锁体系，塑造让消费者真正信得过的海参品牌。

公司本着“认认真真，真真正正”的精神， 以“缔造健康、长寿、快乐的
人生”为使命，以“传统名品，世脉相承”为愿景 ,以“合作共赢”为前提，
愿与各地有识者携手，共同努力,共创未来。

2011 年，一直专注于专卖连锁体系的 C 公司为了搭载上电子商务这趟快车,
于 2011 年 12 月 30 日在天猫上开设了 C 公司旗舰店,经过两年的不到的时间，
通过自身的精心经营，赢得了消费者不俗的口碑,成为国内具有一定知名度的海
参网络零售商店之一。

本文在探讨了网络营销相关理论知识后，又介绍了我国网络购物市场环境,
以 B2C 市场领跑者天猫商城为例,指出了在天猫平台上开展营销活动和传统营销
之间的 SWOT 分析。接着重点介绍了 C 公司在天猫网上的营销策略，着重分析公
司的营销现状和存在的问题，提出了从产品，价格，渠道，促销推广等方面进
行改进以及在保障性执行措施中也有交代，希望能够给同样卖家以借鉴经验。

关键词：天猫；商家；网络营销；策略Abstract
Company C is a collection of sea cucumber fishing , acquisition, processing and sales as
one of professional seafood business. In mainland China were built with modern processing
plants , selected Chinese Changshan Islands japonicus as raw material, the use of advanced
processing technology , efforts to keep the sea cucumber native state . Over the years
products are exported to Hong Kong, Japan , Singapore, Canada and other countries and
regions. In the domestic market , the company registered the C company brand cucumbers,
loved and trusted by consumers . C company has long been popular , choose cucumbers ,
looking for Company Chas become the consensus of the majority of dealers and
consumers .
2010 , in order to ensure that consumers eat truly original sea cucumber, the company
has increased China Changshan archipelago promotion of natural sea cucumber ranch ; also
begun to establish a self-operated stores based, co-operative , supplemented by national sea
cucumber monopoly chain system, the shape of sea cucumber so that consumers really trust
the brand .
The company ofearnest , really , the spirit ofcreating a healthy , longevity, happy
lifefor the mission,the traditional famous, world clock each otherfor the vision , the
win-win cooperationas a precondition , is willing to join hands with those who have
knowledge around the joint efforts to create a better future .
2011 , has focused on the monopoly of the C chain system on e-commerce company in
order to carry this tour Express , on 30 December 2011 at Lynx opened a flagship store in
Company C , after less than two years time , through its own of careful management , the
consumer has won good reputation , becoming a sea cucumber has a certain reputation online
retail stores.
This paper discusses the relevant theoretical knowledge network marketing after he
introduced China's online shopping market environment, the market leader in B2C Lynx Mall,
for example , pointed out the Lynx platform to carry out marketing activities and SWOT
analysis between traditional marketing . Then highlight the C's Lynx online marketing