精选电商同质化趋势下品牌营销分析 —以网易严选为例.docVIP

摘 要 生活水平的提高促使消费需求的升级，纵观国内电商模式的发展便可了解到国内消费需求的变化。从以淘宝为代表的C2C模式，到以京东为代表的B2C模式的转变，体现的是消费者从对商品种类齐全到正品行货的需求的升级。随着人均经济实力的提升，以及消费主体的年轻化，社会整体的消费需求在进一步升级。人们消费更具理性，不再盲目追求大牌、为其品牌溢价买单，而更关注商品的品质、细节与性价比。国内长期为大牌代工的优秀制造商，由于成本压力，面临订单外流的处境，这为精选电商的开展提供了契机。 作为以ODM模式开展的精选电商品牌，网易严选通过直连优秀制造商，去除品牌溢价，为消费者提供“价格与品质”平衡的商品，吸引了大量追求“品质生活”的人群。而之后阿里、京东等传统电商的跟进，使精选电商市场向竞争激烈、同质化方向发展。在这种背景下，网易严选如何有效地进行品牌营销，打造具有自身特色的个性化品牌，进而占据市场竞争优势，对企业的长久发展非常重要。 本论文从品牌形象、品牌推广、品牌销售和品牌管理四方面，对“网易严选”在品牌营销实施过程中存在的问题进行分析。并结合国内外品牌营销相关理论，以及精选电商市场特点，对网易严选品牌营销的实施提出了相应对策。这对其完善品牌营销过程具有一定意义，同时对精选电商领域的研究、以及品牌营销在相关方面的应用进行了理论方面的补充。 关键词：精选电商；同质化；品牌营销；网易严选 Abstract The improvement of living standards promotes the upgrading of peoples consumption demand. Throughout the development of e-commerce, we can understand the changes of consumer demand. The transformation from C2C to B2C reflects the upgrading of consumers demand from varieties of goods to brand products. With the improvement of per capita economic strength and the younger of consumer subjects, the overall consumer demand of society is further upgraded. People consume more rationally, no longer blindly pursue big brands and pay for their brand premium, but pay more attention to goods with high cost performance. Because of the cost pressure, the excellent manufacturer who has been a big contract manufacturer in China is facing the situation of order outflow. This provides an opportunity for the development of selected ecommerce. As a selected ecommerce brand based on ODM model, Yeation through the direct connection with excellent manufacturers, removes the brand premium, provides the price and the quality balance commodity for the consumer, has attracted a large number of people who pursue the quality life. After Alibaba, JD.com and other traditional e-commerce entered, The selected ecommerce market is developing in the direction of fierce competition and homogenization. In this context, it is very important for Yeation to choose how to effectively carry out brand marketing and b