电子商务企业营销模式研究.docVIP

电子商务企业营销模式研究 摘要 随着互联网技术的发展，电子商务作为一种新的经济形式改变着世界的经济结构，影响着人们的工作和生活。近年来，电子商务活动的交易规模在不断增长，电子商务企业发展成为中国的一种新的经济体。同时电子商务企业的营销模式也引起了人们的关注。 本文吸收和借鉴现有的研究成果,首先着重分析了传统营销渠道的特点，随着电子商务的出现，电子商务企业的营销理念的发展及营销模式发生变革。然后分析了现在企业营销模式的主流是网络营销，不同于传统的营销模式，网络营销具有产品定制化、价格柔性化、营销互动化等特点。将电子商务企业做大做强的要数淘宝网和京东了，本文分别分析淘宝网和京东的现状及营销模式。通过分析比较这两家电子商务企业的营销模式，得出这两家电子商务企业在营销模式上的不同。最后提出电子商务企业的营销模式的发展趋势及其建议。 关键词：营销模式电子商务网络营销 Abstract With the development of Internet technology, e-commerce has changed the structure of the world economy as a new economic form, affecting peoples work and life. In recent years, the scale of e-commerce transactions is growing. Chinese e-commerce businesses to develop into a new economy, While e-commerce business marketing model also attracted attention. In this paper, absorb and learn from existing research, first analyzes the characteristics of traditional marketing channels. With the advent of e-commerce, e-business marketing concept development and marketing model changes occur. Then it analyzes the main business marketing model is now online marketing, unlike traditional marketing model, network marketing has some characteristics, such as product customization, price flexibility, interactive marketing, and other characteristics. In the field of electronic commerce, Taobao and Jingdong are two typical examples. They are bigger and stronger enterprise. This paper analyzes the current situation and Taobao and Jingdong marketing model. In the analysis of these two e-business marketing model, based on the obtained two e-commerce businesses in the marketing mode different conclusions. Finally, this paper proposes the development trend of e-business marketing model and its recommendations. Key words: Marketing model E-commerce network marketing 一、绪论 自二十世纪九十年代以来，由于互联网的迅猛发展掀起了一股全球范围内的电子商务浪潮。电子商务成为了一种新型的交易方式，影响社会经济和居民生活，电子商务将生产企业、流通企业和普通民众带入了数字化生存和发展的新时代。与传统的经济环境相比，人们可以用简捷的方式完成之前复杂的商务活动。 （一）研究背景及研究的意义 1.研究背景 电子商务企业的形成与发展已经从理论讨论进入到务实发展阶段,并且目前都保持良好的经营状态,很多电子商务企业成功上市，这表明它们获得了资本市场的认同。电子商务的发展