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摘要：随着科学技术的进步和计算机技术的快速发展，消费者的消费心理、消费习惯都发生了巨大的变化。当今社会，互联网科技无处不在，而电子商务凭借其覆盖面广、速度快、成本低等优点，迅速占领了中国消费市场，新模式的发展给中国消费市场带来了巨大的发展和变化。JD商城作为中国B2C市场上最大的3C网上购物平台，凭借着自身独特经营管理模式和的营销模式成为是中国电子商务领域最受消费者欢迎和最具影响力的电子商务网站之一。本文利用SWOT分析法，对JD商城所处的营销环境进行分析，针对不同的组合情况提出了相应的应对建议；通过对JD商城营销环境、营销策略的研究,分析其优势所在，以及在发展过程中存在的问题及应对策略；并以JD商城为切入点，对中国电子商务B2C的发展提出了合理化建议。48612
毕业论文关键词： JD商城；营销策略；自建物流；电子商务
Study on The Marketing Strategy of JD Mall
Abstract: With the progress of science and technology and the rapid development of computer technology, consumer habits, consumer psychology has changed dramatically. In all sectors of society, in all areas of the Internet technology is everywhere, and electronic commerce with its wide coverage, high speed, low cost and other advantages, quickly occupied the Chinese consumer market, new mode of development to the Chinese consumer market brought tremendous development and changes. JD mall as the largest 3C online shopping platform in China's B2C market, with its unique marketing model has become one of the most popular and most influential e-commerce sites in China. In this paper, using the SWOT analysis method, JD mall marketing environment analysis, and puts forward the corresponding suggestions for the combination of different; through the study of JD mall marketing strategy, and analyzed their advantages, and exist in the process of development problems; and to JD mall as the starting
point for the suggestions on China's B2C e-commerce development.
Key words: JD mall; Marketing strategy; Self Built Logistics; Electronic commerce
目 录
摘 要 1
Abstract . 1
一、JD商城发展现状 2
（一）B2C市场现状的研究 2
（二）JD商城的发展现状 3
二、JD商城营销环境的SWOT分析 4
（一）JD具有的优势（Strength） 4
（二）JD具有的劣势 (Weaknesses) 5
（三）JD所面临的机会 (Opportunities) 5
（四）JD所面临的威胁 (Threats) 6
三、JD商城营销策略分析 7
（一）保证“正品”、以消费者需求为导向 7
（二）采取“薄利多销”的原则 7
（三）自建物流体系完善配送与售后服务 8
（四）采用不同的促销策略吸引消费者 8
（五）通过多种宣传渠道，宣传公司及产品 9
（六）建立“JD社区”，方便消费者互相讨论 9
（七）打造全方位服务 9
四、JD商城对国内电子商务B2C发展的启示 10
（一）确定发展方向