摘 要

网络的不断普及和中国居民收入的飞速发展让网络购物这种购物方式逐渐赢得人们的喜爱，网络购物也成为当下中国增长速度最快的购物方式之一。特别是近年来移动端的快速推广和普及给网购商城注入的新的活力，网络购物受限于时间和地点的情况很少发生，这让网络商城的发展又迈上了新的台阶。

艾瑞分析认为，未来B2C市场比重仍会继续增加。随着网购市场的逐渐成熟，产品品质和服务质量成为用户网购决策的重要影响因素。面对如此大的交易数额和稳步增长的发展速度，网络营销成为商家们抢占市场获取利益的主要手段之一。京东商城自成立以来发展迅速，在中国电子商务领域开拓了属于自己的领地，作为B2C企业的佼佼者，具有一定的研究意义和参考价值。

本文主要采用案例分析法和文献研究法，分析了京东商城的内外部环境，同时用波特五力模型分析指出五个方面的风险因素，指出营销策略存在的不足并提出适当的改进建议，运用现有的营销理论和工商管理分析工具对京东商城整体营销策略进行分析和完善。具体来说，本文包括六章内容，在第一部分介绍了研究目的、意义和方法以及国内外研究现状，从总体上把握论文走向。第二部分介绍了有关理论基础，为后文的分析提供依据。第三部分介绍了京东商城的概况和内外部营销环境，并用波特五力模型进行具体分析。第四部分指出京东商城营销策略的不足并提出改进建议，第五部分描述了具体的保障措施来支持营销策略的改进。希望通过本文的分析，能给其它企业提供一定的参考。

关键词：电子商务，B2C，京东商城，营销策略

Research on Online Shopping B2C Corporate Marketing Strategy: A Case Study of Jingdong

ABSTRACT

The continuous popularization of the Internet and the rapid development of the income of Chinese residents have made online shopping a favorite way of shopping. Online shopping has also become one of the fastest growing shopping methods in China. Under such circumstances, the expansion and development of online shopping malls has become a matter of course. Especially in recent years, the rapid promotion and popularization of mobile terminals has injected new vitality into online shopping malls. Online shopping is limited by time and place. This makes the development of online shopping malls reach new heights.

Ereli's analysis believes that the proportion of B2C market will continue to increase in the future. With the gradual maturity of the online shopping market, product quality and service quality have become important influencing factors for users' online shopping decisions. This will also promote the rapid development of B2C enterprises and become the main driving force of the online shopping industry. Faced with such a large amount of transactions and the steady growth of the speed of development, online marketing has become one of the main means for businesses to seize market gains. Jingdong Mall has developed rapidly since its establishment and has developed its own territory in the field of e-commerce in China. As a leader of B2C companies, it has certain research significance and reference value.

This paper mainly uses the case analysis method and literature research method to analyze the internal and external environment of Jingdong Mall. At the same time, it analyzes and points out the risk factors in five aspects with Porter's five force model, points out the insufficiency of marketing strategy and puts forward appropriate suggestions for improvement. The existing marketing theory and business management analysis tools analyze and improve the overall marketing strategy of Jingdong Mall. Specifically, this article includes six chapters. In the first part, it introduces the research purpose, significance and methods as well as the research status at home and abroad, and grasps the trend of the paper as a whole. The second part introduces the theoretical

basis and provides the basis for the analysis of the following text. The third part introduces Jingdong Mall's general situation and internal and external marketing environment, and uses Porter's five force model to conduct specific analysis. The fourth part points out the shortage of Jingdong Mall's marketing strategy and puts forward suggestions for improvement. The fifth part describes the specific safeguard measures to support the improvement of marketing strategy. I hope that through the analysis of this article, I can provide certain references for other companies.

Key words: E-commerce；B2C；Jingdong Mall；Marketing Strategy

目 录

1 绪论 - 1 -

1.1 研究背景 - 1 -

1.2 研究目的和意义 - 1 -

1.2.1 研究目的 - 1 -

1.2.2 研究意义 - 2 -

1.3 国内外研究现状 - 2 -

1.3.1 国外研究现状 - 3 -

1.3.2 国内研究现状 - 3 -

1.4 研究内容和方法 - 4 -

1.4.1 研究内容 - 4 -

1.4.2 研究方法 - 4 -

2 京东商城营销环境分析 - 5 -

2.1 京东商城概况 - 5 -

2.1.1 公司简介 - 5 -

2.2京东商城宏观环境分析 - 6 -

2.2.1 政治法律因素 - 6 -

2.2.2 人口环境因素 - 7 -

2.2.3 经济环境因素 - 7 -

2.2.4 科技环境因素 - 7 -

2.3京东商城内部环境分析 - 8 -

2.3.1 企业资源分析 - 8 -

2.3.2 内部管理分析 - 8 -

2.3.3 市场营销能力分析 - 8 -

2.3.4 财务状况分析 - 9 -

2.4京东商城波特五力分析 - 9 -

2.4.1 行业内竞争者的竞争 - 9 -

2.4.2 潜在竞争者的进入风险 - 9 -

2.4.3 替代品的层出不穷 - 10 -

2.4.4 供应商的讨价还价 - 10 -

2.4.5 购买者的讨价还价 - 10 -

3 京东商城营销策略存在的不足及改进建议 - 11 -

3.1存在的不足 - 11 -

3.1.1 产品策略的不足 - 11 -

3.1.2 价格策略的不足 - 11 -

3.1.3 渠道策略的不足 - 12 -

3.1.4 促销策略的不足 - 12 -

3.2改进建议 - 12 -

3.2.1 产品策略的改进 - 12 -

3.2.2 价格策略的改进 - 13 -