聚美优品营销策略研究.docxVIP

PAGE 17 聚美优品营销策略研究 内 容 摘 要 伴随着互联网的普及，人们生活已然离不开互联网，而如今，伴随着各种网购平台的诞生，网络购物逐渐成为人们平时消费的第一选择。面对各种网购平台的兴起，在不断地为消费者提供便利之余，各大网购平台的竞争也愈发激烈，已然成为了一个重灾区。而一家网购平台如何杀出重围，能在其中脱颖而出则成为了现如今各大电商平台的共同目标。本文将从聚美优品公司发展作为案例，对移动互联网环境下聚美优品的营销策略进行研究。而本文在创作时，涉及到了文献研究法、案例分析法等等，对于聚美优品的市场营销战略进行探究分析。本论文分析了聚美优品的网络营销环境以及网络营销过程中所存在的问题，根据营销理论以及SWOT理论，制定了较为可行的营销战略，对聚美优品网购平台的市场营销的提出相关的建议，研究结论对其他网购平台的发展提供了借鉴。 关键词：互联网 ；网购平台；营销 Research on Marketing Strategy of Jumei Superior Products Abstract With the popularity of the Internet, peoples life has been inseparable from the Internet. Nowadays, with the birth of various online shopping platforms, online shopping has gradually become the first choice of peoples daily consumption. In the face of the rise of various online shopping platforms, in addition to constantly providing convenience for consumers, the competition among major online shopping platforms has become increasingly fierce, which has become a major disaster area. However, how can an online shopping platform get out of the siege and stand out from it has become the common goal of all major e-commerce platforms. This paper will take the development of Jumei superior company as an example to study the marketing strategy of Jumei superior in the mobile Internet environment. In the creation of this paper, it involves literature research, case analysis and so on. It explores and analyzes the marketing strategy of Jumei superior products. This paper analyzes the network marketing environment of Jumei superior and the problems existing in the process of network marketing. According to the marketing theory and SWOT theory, it makes a more feasible marketing strategy, puts forward relevant suggestions for the marketing of Jumei superior online shopping platform, and provides reference for the development of other online shopping platforms. Key words: Internet; online shopping platform; marketing 目 录 TOC \o 1-3 \h \z \u 内容摘要 I Abstract II 一、绪论 1 （一）研究的背景和意义 1 （二）国内外研究现状 1 1.国外研究现状 1