唯品会的电子商务营销策略研究.pdfVIP

Research on Vipshops E-commerce Marketing Strategy Abstract With the rapid development of the Internet in recent years, emerging industries based on the extension of the Internet continue to emerge. With the increase of peoples economic income and changes in consumption concepts, e-commerce marketing has begun to flourish. Subsequently, more and more companies joined the e-commerce market, where opportunities and challenges coexist, making the industrys competition more intense. For the emerging e-commerce industry, traditional marketing strategies are no longer applicable, and having a unique business model is particularly important for current e-commerce companies. This paper takes the e-commerce marketing strategy of e-commerce company Vipshop as the research object, and mainly studies and analyzes the marketing strategies that make Vipshop stand out in a competitive market. And this paper also explores Vipship’s marketing status, macro environment and micro environment, and analyzes the advantages and disadvantages of Vipshop through SWOT. In the process of analysis and research, it is found that there are five problems in marketing that need to be optimized by Vipshop. Firstly, the precise personalized recommendation of the webpage to users is insufficient. Secondly, the variety of commodities is too complicated. Thirdly, the management of customer relationship and after-sales service need to be improved. Fourthly, the sales model of Vipshop is single, and its characteristics are easily imitated, which threatens its own advantages. Finally, the cost of compliance of Vipshop is too high. In order to get further development, Vipshop needs to solve and optimize these problems mentioned above. In view of the problems existing in the marketing of Vipshop, this paper will combine relev