奢铂兰京东店铺网络营销策略研究.docxVIP

摘要

过去几年，京东商城在快速发展的过程中，开始专注于商品营销策略的创新和优化。近两年营销战略已经改变，已经开始注重可持续性的发展，目的是为了促进小市场和好市场的改善。消费者可以通过在线商店中展示的产品图像直观地体验产品，节省时间的同时享受良好的体验，极大地促进了大型家具产品的在线销售。本文将以奢铂兰京东店铺为例，对奢铂兰京东店铺网络营销进行研究分析，针对当前网络营销的研究背景与研究现状，对奢铂兰京东店铺网络营销环境以及网络营销现状进行分析，其次对奢铂兰京东店铺网络营销存在的问题进行分析研究，比如产品单一、价格偏高、营销渠道单一、促销手段不够丰富等问题，最后再根据奢铂兰京东店铺网络营销存在的问题，提出相应的网络营销策略，为奢铂兰京东店铺以及其他企业提出具有参考意义的网络营销策略，促进网络营销的良好稳定发展。

关键词：网络营销策略；4P理论；京东

ABSTRACT

Inthepastfewyears,JDMallhasbeenfocusingoninnovationandoptimizationofproductmarketingstrategiesintheprocessofrapiddevelopment.Inthepasttwoyears,marketingstrategieshavechangedtofocusonsustainabledevelopment,withtheaimofpromotingtheimprovementofsmallandgoodmarkets.Consumerscanintuitivelyexperienceproductsthroughtheproductimagesdisplayedinonlinestores,savingtimeandenjoyingagoodexperience,greatlypromotingtheonlinesalesoflargefurnitureproducts.ThisarticlewilltaketheexampleoftheluxuryplatinumorchidJDstoretoconductresearchandanalysisontheonlinemarketingoftheluxuryplatinumorchidJDstore.Basedonthecurrentresearchbackgroundandstatusofonlinemarketing,itwillanalyzetheonlinemarketingenvironmentandcurrentsituationoftheluxuryplatinumorchidJDstore.Secondly,itwillanalyzeandstudytheproblemsexistingintheonlinemarketingoftheluxuryplatinumorchidJDstore,suchassingleproduct,highprice,singlemarketingchannel,etcFinally,basedontheissuesofinsufficientpromotionalmethods,correspondingonlinemarketingstrategiesareproposedtoaddresstheexistingproblemsintheonlinemarketingofluxuryplatinumorchidJDstores.ThiswillprovidevaluableonlinemarketingstrategiesforluxuryplatinumorchidJDstoresandotherenterprises,andpromotethegoodandstabledevelopmentofonlinemarketing.

Keywords：Networkmarketingstrategy;4Ptheory;JD.COM

目录

TOC\o1-3\h\u7777第1章绪论 1

140921.1研究背景、目的和意义 1

194501.2研究思路和方法 1

143