京东商城的营销策略研究

近年来，随着网络信息技术的高速发展和经济的全球化，基于互联网的电子商务正以前所未有的速度迅猛发展，涌现了很多B2B、B2C、C2C网络电商企业，利用网络市场进行销售是当下最流行的商业活动。大量B2C电子商务企业涌向中国市场，京东商城在这些电子商务企业中发展势头较快，每年的销售额都成净增长模式，领先的趋势很明显，值得业界其他的电商企业学习和思考。
基于电子商务巨大的发展潜力，本文以中国最大的B2C电子商务企业京东商城为依据，通过对京东商城的营销策略的研究，分析京东商城现有的产品策略，价格策略，渠道策略和促销策略等营销策略，并结合我国的实际情况分析其在营销策略方面的不足，并根据不足之处提出相应的改进对策，使得京东商城能在迅速发展的同时，企业的影响力和带头作用得到充分的发挥，并为同类企业的发展提供一定的借鉴。

关键词：  京东    电子商务    营销策略    网络营销

Research on Marketing Strategy of Jingdong Online Shopping Mall

Abstract
In recent years, with the rapid development of network information technology and the globalization of economy, internet-based electronic commerce is developing rapidly with unprecedented speed, and many B2B, B2C,C2C and network electric business enterprises have sprung up, which is the most popular business activity. A large number of B2C E-commerce enterprises flocked to the Chinese market, Jingdong Mall in these E-commerce enterprises in the momentum of rapid development, annual sales have become a net growth model, the leading trend is obvious, it is worth the rest of the industry to learn and think.
Based on the huge development potential of e-commerce, this paper is based on the largest B2C e-commerce enterprise in China, through the research on the marketing strategy of Jingdong Mall, analyzes the existing product strategy of Jingdong Mall, price strategy, channel         strategy and promotional strategy and other marketing strategies, combined with the actual situation in China to analyze its marketing strategy deficiencies, and according to the shortcomings of the corresponding improvement measures, so that Jingdong Mall can in rapid development at the same time, the impact of the enterprise and lead the role of the full play, And for the development of similar enterprises to provide a certain reference.

Key words:  Jingdong  E-commerce  Marketing Strategy  Network Marketing

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