不同网络促销方式对B2C平台卖家销售绩效的影响

发布时间：2018-04-01 04:16

本文选题：价格感知　切入点：网络促销　出处：《南京大学》2015年硕士论文

【摘要】：网络的普及为网络零售业务的发展和壮大带来了良好的契机,网络营销作为一种全新的营销方式也为企业架起了一座通向更为广阔天地的桥梁。在这样一个大背景下,我国涌现出了一大批网络零售网站,其中最为著名的当属阿里巴巴集团旗下的淘宝网。随着B2C市场规模逐年增加,淘宝网于2008年正式开展B2C业务——淘宝商城营运而生,并在2012年更名为天猫。经过近七年的发展,天猫拥有数以万计的商家,占据着我国B2C市场绝对主导的地位。然而,中国B2C市场的竞争已经进入白热化的阶段,面对其他自营平台逐渐清晰化的定位,天猫正在努力转型,一起完成成立当初的梦想,建立一个品质化、杜绝假货的品牌商场。随着越来越多的传统品牌在天猫等B2C平台上开展B2C业务,他们又该如何应对消费升级和平台转型,来调整自身的营销策略?为了解答这个问题,本文通过一组面板数据,比较分析了价格促销与非价格促销策略对天猫商城的经营绩效的影响,发现单纯依赖价格促销的策略并不是最有效的经营方式,继而为天猫旗舰店的健康运营提出实践性指导。另一方面,直接对比了价格促销主导和非价格促销主导的两家B2C平台卖家的销售状况,得出了品牌商需要适时调整其B2C发展战略,把B2C平台作为品牌展示、与消费者沟通的新接触点的结论。综上,本研究主要以在天猫平台卖家的运营状况为切入点,结合前人在感知价格、网络促销和网络广告等领域的理论和实证研究结论,为商家们在B2C平台上的促销策略和战略转型提供了理论支持和实践经
[Abstract]:The popularity of the network brings a good opportunity for the development and expansion of the network retail business. As a new marketing method, the network marketing has also built a bridge leading to a wider world for enterprises. A large number of online retail websites have emerged in China, the most famous of which are Taobao, which is owned by Alibaba Group. With the scale of B2C market increasing year by year, Taobao launched its B2C business, Taobao Mall, in 2008. And changed its name to Tmall in 2012. After nearly seven years of development, Tmall has tens of thousands of businesses, occupying an absolute dominant position in China's B2C market. However, the competition in China's B2C market has entered a stage of intense competition. In the face of other self-supporting platforms gradually becoming clear positioning, Tmall is working hard to transform, together to complete the establishment of the original dream, to establish a quality, With more and more traditional brands developing B2C business on B2C platform such as Tmall, how should they cope with consumption upgrade and platform transformation to adjust their marketing strategy? In order to answer this question, this paper compares and analyzes the impact of price promotion and non-price promotion on Tmall's performance through a set of panel data, and finds that the strategy of relying solely on price promotion is not the most effective management method. On the other hand, it directly compares the sales situation of two B2C platform sellers with price promotion leading and non-price promotion leading. The conclusion is that brand merchants need to adjust their B2C development strategy timely, take B2C platform as brand display, and communicate with consumers as a new point of contact. In summary, this study mainly focuses on the operating situation of sellers on Tmall platform. Combined with the previous theoretical and empirical research results in the fields of perceived price, online promotion and online advertising, this paper provides theoretical support and practical practice for the promotion strategy and strategic transformation of merchants on B2C platform.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

【参考文献】