当当网在后百货化时代的营销策略优化研究

发布时间：2018-12-13 03:03

【摘要】：据艾瑞网报告显示,截止2015年12月,中国网络零售市场交易规模达3.8万亿元,同比增长33.9%。2015年中国网络零售市场交易规模占到社会消费品零售总额的12.7%,较2014年的10.6%,增幅提高了2.1%。网络购物用户规模更是达到4.6亿人,网络用户购买力的提升、消费习惯的养成、移动社交网购形式的结合不断推动网络零售市场的壮大,B2C网络零售业更是迎来了前所未有的黄金发展时期,各大B2C网络零售企业纷纷于2013年前后完成百货化布局。当当网从早期的网上书店发展到现在的网络百货商城,无论是体量还是发展速度都远低于中国B2C电子商务的发展速度,其主营业务一直扮演跟随者的角色,在后百货化时代,当当网面临更加激烈的竞争,因此有必要对当当网的营销策略和发展思路进行优化,制定以消费者为核心的网络营销策略,以助巩固和提升企业的竞争地位,提高企业的盈利能力。本论文首先介绍论文的背景和意义,然后对文献进行回顾,对营销理论、五力竞争模型的相关理论进行回顾,进一步明确了后百货化时代的转型作为本文的研究方向。其次,中国B2C网络零售市场后百货化时代的现状进行分析,以及后百货化时代所面临的竞争和影响。随后,本文对当当网面临的竞争环境进行分析,从中分析原因和总结经验,指出当当网在百货化趋势下的发展思路和营销策略。最后,指出当当网在百货化转型后面临的问题及原因,通过对当当网在顾客需求、成本、便利性、沟通和直播营销等方面的优化改进策略,并提出研究不足以及进一步研究方向。
[Abstract]:As of December 2015, the scale of online retail market transactions in China reached 3.8 trillion yuan, an increase of 33.9k.2015, accounting for 12.7 percent of the total retail sales of consumer goods in China in 2015, according to a report by Irely.com. That's a 2.1 percent increase from 10.6 in 2014. The scale of online shopping is even more than 460 million. The increasing purchasing power of network users, the formation of consumption habits, and the combination of mobile social network shopping forms continue to promote the growth of the online retail market. B2C network retailing is ushered in an unprecedented golden development period, each big B2C network retail enterprises have completed the department store layout around 2013. Dangdang has developed from the early online bookstore to the present network department store, both in terms of volume and development speed, which is far lower than the development speed of B2C e-commerce in China. Its main business has always played the role of follower, and in the post-department store era, Dangdang is facing more fierce competition, so it is necessary to optimize the marketing strategy and development ideas of Dangdang, formulate the network marketing strategy with consumers as the core, in order to help consolidate and enhance the competitive position of enterprises. Improve the profitability of enterprises. This paper first introduces the background and significance of the paper, then reviews the literature, the marketing theory, the relevant theories of the five forces competition model, and further clarifies the transformation of the post-department store era as the research direction of this paper. Secondly, the present situation of the post-department store era of B2C online retail market in China is analyzed, as well as the competition and influence faced by the post-department store era. Then, this paper analyzes the competitive environment faced by Dangdang, analyzes the reasons and summarizes the experience, and points out the development ideas and marketing strategies of Dangdang in the trend of department store. Finally, the paper points out the problems and reasons that Dangdang is facing after the transformation of Dangdang, through the optimization and improvement strategy of Dangdang in customer demand, cost, convenience, communication and direct marketing, etc. And put forward the lack of research and further research direction.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F721

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