京东商城营销策略研究

发布时间：2018-01-07 14:24

本文关键词：京东商城营销策略研究　出处：《哈尔滨理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网的迅猛发展在逐步影响我们生活的层层面面,伴随着网络用户的增加,各种网上的商业活动也随之发生了巨大的改变。最近几年时间,B2B、B2C、C2C发展速度惊人,商家们通过网络进行商业活动来实现他们的营销目的,网络营销成为他们实现其营销目标必不可少的营销手段。以经济活动为主体的企业渐渐意识到互联网的重要性并且重视起来。这些企业希望能通过电子商务这一新生商务活动开拓出新的网络营销渠道以提高自身在新的经济发展环境下的竞争力,从而获得更多的利润和更好的发展前景,京东商城就是这些企业中的佼佼者。本文首先分析京东商城的企业情况,然后开始对京东商城的网络营销情况进行分析,包括京东商城的宏观环境:政治、人口、经济、科技因素;京东商城的内部环境分析包括京东商城的产品特征和内部财务状况分析;京东商城波特五力分析。根据上述分析内容,初步总结京东商城的网络经营情况。其次,运用经济学相关知识原理等分解、剖析京东商城网络营销策略的情况,总结京东商城网络营销的策略内容的不足之处,并提出相关的解决办法。最后,总结京东商城的网络营销策略的主要内容并且提出一些保证京东商城的网络营销策略实施的基础保障营销措施,从而使京东商城能够更迅速的发展、壮大起来,京东商城的网络营销策略的实施成功,为我国B2C企业网络营销提供借鉴。
[Abstract]:In every aspect of the rapid development of the Internet gradually influence our life, along with the increase of Internet users, a variety of online business activities has also undergone tremendous changes. In recent years, B2B, B2C, C2C development at an alarming rate, businesses are commercial activities through the network to achieve their purpose of marketing, network marketing they become essential to achieve its marketing objectives marketing. In economic activity as the main body of the enterprise gradually realized the importance of the Internet and pay attention to it. These enterprises hope that through e-commerce as a new business activity to develop new network marketing channels to improve their competitiveness in the new economic development environment, development prospects and get more profit and better, best Jingdong mall is in these enterprises. This paper first analyzes the Jingdong mall business, then start The analysis of network marketing situation of the Jingdong of the mall, the mall macro environment including Jingdong: politics, economy, population, science and technology factors; analysis of product characteristics and internal financial situation analysis of Jingdong including Jingdong mall mall mall internal environment; analysis of Jingdong Potter five. Based on the above analysis, the network management Jingdong preliminary summary of the mall. Secondly, using the related knowledge of economics principle of decomposition, analysis of network marketing strategy of Jingdong mall, deficiency of strategy summary of Jingdong mall network marketing, and put forward relevant solutions. Finally, the main contents of network marketing strategy of the Jingdong store and puts forward some strategies to ensure the implementation of network marketing mall based security Jingdong marketing measures, so that the Jingdong can store more development, rapid expansion, the network marketing strategy of the Jingdong store The successful implementation will provide a reference for the network marketing of B2C enterprises in China.

【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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