京东商城的网络营销策略分析3_2fv2ig.docVIP

毕业设计（论文） 题目： 京东商城的网络营销策略分析 学生姓名： 学 号： 班 级: 专 业： 指导教师： 2014 年6月 京东商城的网络营销策略分析 摘要 　　　在当下形势来看，传统企业的销售渠道互联网化已成为未来竞争的必然趋势。电子商务B2C行业的竞争也日益加剧和更加精细化。在这样一个新旧更替，各大电商混战的企业转型时代，电子商务企业要找出适合自身的网络营销策略，并根据具体情况及时作出调整从而实现销售的健康增长。　　　本篇文章主要采用了定性研究方法，首先，概述了京东商城这一电子商务网站的新型模式，让我们对他的整体营销策略有大致了解。其次，对其中的网络营销策略进行了深入研究和分析，找出其中优劣利弊。最后，对京东商城网络营销策略中存在的不足提出了相应的对策，以期望能够在竞争中找到突破点。此外，本文在探讨京东商城网络营销策略的同时，又为其他电子商务平台在网络营销方面提供参考。 关键词：B2C；网络营销；策略；分析 INTERNET MARKETING STRATEGY ANALYSIS OF JINGDONG MALL ABSTRACT In the current situation, the traditional enterprise sales channels being Internet has become an inevitable trend of future competition. B2C industry, the competition is also increasing and more refined. In such a changing time, the major suppliers got involved in the chao, e-commerce industry seeks to find their own internet marketing strategies and flexible use of these strategies for companies to make improvements in order to achieve the strategic marketing of healthy growth. This article mainly uses qualitative research methods，giving an overview of the new model for jingdong mall,the e-commerce website. Also, we make deep research and analysis of the online marketing strategies, then find out the pros and cons. We make suggestions to the weakness of jingdong malls online marketing strategies and expect to make a big breakthrough from the harsh competition. Besides, this article not only seeks to the online marketing strategies of Jdmall, but also offers much help to other e-commerce platform about online marketing. Key words: B2C; Online Marketing; Strategies; Analysis 、 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc27460 1 绪论 PAGEREF _Toc27460 1 HYPERLINK \l _Toc24337 1.1 研究意义及理论概述 PAGEREF _Toc24337 1 HYPERLINK \l _Toc29917 1.2 我国电子商务网站网络营销发展现状 PAGEREF _Toc29917 3 HYPERLINK \l _Toc29589 2 京东商城网络营销现状 PAGEREF _Toc29589 4 HYPERLINK \l _Toc15366 3 京东商城网络营销现有的策略 PAGEREF _Toc15366 6 HYPERLINK \l _Toc17939 3.1 以3C产品及其客户群为重心发展 PAGEREF _Toc17939 6