市场营销-京东商城网络营销问题和对策研究.docxVIP

京东商城网络营销发展中的问题和对策 摘 要 现阶段我国的网络购物已经成为中国增速最快的购物方式之一，伴随着我国越来越普及的网络和城乡居民收入水平的提高，这一趋势还有继续扩大的可能。目前电子商务发展迅猛，各种电商购物平台层出不穷，更快捷的购买体验、更低廉的价格、更新颖的购物方式都极大的促进了人们的网购欲望。在这种火热的网购浪潮之下，本人选取了国内电子商务巨头之一的京东商城作为研究对象，主要分析京东商城的企业情况，并在此基础上分析总结京东商城的线上销售现状，从宏观环境与市场竞争，内部因素等展开分析。 鉴于此本文主要开始对京东商城的网络经营情况进行分析，初步总结京东商城的网络营销情况。运用经济学相关知识原理等分解、剖析京东商城网络营销的策略情况，总结京东商城网络营销的策略内容，以找出京东商城在市场营销上的不足之处，提出了针对性的策略。通过分析京东商城（B2C电子商务企业）的网络营销策略做出了详细的分析和总结，具有较强的理论意义和现实意义。 关键词：电子商务；京东商城；营销 Abstract At present, Chinas Internet shopping has become one of the fastest growing shopping methods in China. With the increasingly popular Internet and the improvement of urban and rural residents income level, this trend is likely to continue to expand. At present, the rapid development of e-commerce, a variety of e-commerce shopping platforms emerge in an endless stream, faster purchase experience, lower prices, more innovative shopping way have greatly promoted peoples desire to buy online. Under such a hot tide of online shopping, I chose jingdong mall, one of the e-commerce giants in China, as the research object, mainly analyzed the enterprise situation of jingdong mall, and on this basis, analyzed and summarized the online sales status of jingdong mall, and analyzed the macro environment, market competition and internal factors. In view of this, this paper mainly starts to analyze the network operation of jingdong mall and preliminarily summarizes the network marketing of jingdong mall. This paper analyzes the network marketing strategy of jingdong mall by using relevant knowledge and principles of economics, summarizes the content of the network marketing strategy of jingdong mall, finds out the shortcomings of jingdong mall in marketing, and puts forward targeted strategies. Through the analysis of jingdong mall (B2C e-commerce enterprises) network marketing strategy to make a detailed analysis and summary, has a strong theoretical and practical significance. Key words: e-commerce; Jingdong mall; marketing目 录 TOC \o 1-