企业网络营销实践及其效果分析.doc

企业网络营销实践及其效果分析 ——以京东商城为例 摘 要 21世纪是网络的世界，电子商务快速的发展印证了这样的说法。论文写作辅导和交流2908224148.请添加。我国B2C电子商务网站在近些年来如同雨后春笋般的发展起来，但是在众多的B2C电子商务网站中，真正能够脱颖而出的并不多见，京东商城作为我国在B2C网站中的佼佼者，其网络营销模式值得学习和借鉴。 本文就京东商城物流营销模式进行探讨和研究，首先就网络营销的相关概念入手，继而找出网络营销的优势以及网络营销的发展及其现状；随后文章重点就京东商城网络营销模式的分析，发现京东商城网络营销模式主要表现在其以网上直销作为其的销售模式，同时采用低价营销模式、低成本营销模式规模化营销模式，并诚信为本，顾客至上的理念来发展。笔者在对京东商城网络营销模式的研究中发现，京东商城虽然取得了巨大成就，但是其网络营销模式中还是存在一些缺陷，包括利润过低、人才储备与公司快速发展难以协调和物流配送 “瓶颈”等。针对这些问题，笔者认为必须在培养顾客的忠诚度、完善物流配送基础设施和配送体系、提高软硬件建设，进行现代化电子化集成化的管理模式、大力培育高层次的电子商务人才等等方面进行不懈的努力，才能让京东商城发展的更快更好。 关键词：网络营销；京东商城；存在问题；解决措施 Enterprise network marketing practice and its effect analysis ——to Jingdong Mall as an example Student: teacher: Abstract：The 21st century is the network of the world, the rapid development of e-commerce prove that argument, Chinas B2C e-commerce sites have mushroomed in recent years as the developed, but in many B2C e-commerce site, is not truly stand out More common, Jingdong Mall as our leader in the B2C site, the network marketing model is worthy of study and reference. In this paper, Jingdong Mall marketing mode of logistics and research, the first related to network marketing concept, and then find out the advantages of network marketing and network marketing development and the status quo; then Jingdong Mall article focuses on the analysis of network marketing model , Jingdong Mall network marketing model that is mainly manifested in the online direct marketing as its sales model, marketing model also uses low-cost, low-cost large-scale marketing model marketing models, and honesty, word of mouth on the concept to development. The author of Jingdong Mall network marketing model in the study found, Jingdong Mall has yielded tremendous achievements, but the network marketing model or has some shortcomings, including the profit is too low, the rapid development of talent pool and the company is difficult to coordinate logistics and distribution Bottleneck and so on. To solve