电商购物平台营销策略分析以唯品会为例.docVIP

电商购物平台营销策略分析——以唯品会为例 20世纪以来，“互联网+”逐渐成为一股热潮，而“互联网+商务”则诞生了电子 商务。电商购物平台以其独有的优势迅速地吸引了一大批受众，并迅速普及。天猫 商城、苏宁易购、亚马逊、京东商城等电商购物平台迅速崛起，成为当下的主流购 物模式。而其屮唯品会最独特，它坚守着“安全诚信、低价位、高品质”的理念， 用人性化的服务赢得了顾客的信赖，并开创了独有的“名牌折扣+限时抢购+正品保 险”的商业模式。本文以唯品会为例，从电商购物平台0前发展现状、营销发展前 景以及市场环境分析入手，探究电商购物平台目前存在的问题，并提出和应的解决 对策，旨在促进电商购物平台的性发展。 关键词：电商购物平台；营销；唯品会 The Analysis Of E-commerce Shopping PlatformMarketing Strategy - Take Vipshop As An Example Abstract Since the 20th century, Internet +〃 has gradually become an upsurge, and Internet + Business has created e-commerce. The e-commerce shopping platform quickly attracted a large number of audiences with its unique advantages and quickly spread. The e^commerce shopping platforms such as Lynx Mall, Suning Online Market， Amazon, and JD Mall have rapidly emerged and become the current mainstream shopping model. Among them, Vipshop is the most unique. It adheres to the concept of “safety, integrity, low-cost, high-quality” and has won the trust of customers with its humanized service, and has created a unique brand-name discount + limited-time buy-out + genuine Insurance business model. This article takes Vipshop as an example, starts with the current development status，marketing development prospects and market environment analysis of e-commerce shopping platform, explores the current problems of e-commerce shopping platform, and proposes corresponding solutions to promote the heal thy development of e-commerce shopping platform. Key words: e-commerce shopping platform; marketing; Vipshop 目录 TOC \o 1-5 \h \z （-）绪-i仑 1 HYPERLINK \l bookmark6 \o Current Document \h （一） 电商购物平台口前发展现状 1 HYPERLINK \l bookmark7 \o Current Document \h （二） 营销发展前景 2 HYPERLINK \l bookmark8 \o Current Document \h （三） 市场环境分析 3 HYPERLINK \l bookmark9 \o Current Document \h 一、电商购物平台目前存在的问题 4 HYPERLINK \l bookmark10 \o Current Document \h （一） 平台同质化现象严重 4 HYPERLINK \l bookmark11 \o Current Document \h （二） 专业人才缺乏 4 缺乏专业的客服人员 4 缺乏专业的网络营销人才 5 缺乏专业的网站推广和维护人员 5 HYPERLINK \l bookmark12 \