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Analysis on the Network Marketing Strategy of JD.COM Shopping Center

JD。 COM is one of the largest shopping websites for 3C products in the domestic B2C market, and integrated marketing communication will play an increasingly important role in the development of the website. The following is an analysis of the online marketing strategy of JD.COM Mall that I compiled for you. Welcome to read!

Analysis on the Network Marketing Strategy of JD.COM Shopping Mall (1)

Analyze several elements of integrated communication marketing: 1. Advertising. Because of JD. COM's marketing model determines its advertising characteristics, and it needs to use online marketing and outdoor advertising to expand its popularity, enhance its brand image, increase website traffic and attract customers to buy. For example, putting online advertisements related to products in Saipan Mobile Forum can be said that advertisements have achieved valuable goals and accurate delivery; However, in outdoor advertisements, JD.COM simply put some outdoor advertisements for bus bodies, and the contents of the advertisements were not clear enough. It simply enhances the popularity and image of JD.COM, and does not convey a clear communication point to customers, which makes some advertising values meaningless.

Second, promotion. JD。 The promotion of COM is very important for the development of enterprises. JD.COM has done a lot of special promotions, snapping up in the dark and sending vouchers, which has really played a huge role in the temporary promotion of shopping malls. However, the promotion is arbitrary and effective, and there is no unique theme promotion behavior, just doing special promotions such as national festivals. The single promotion method is not conducive to the formation of customer loyalty and habitual consumption; If the corresponding theme promotion is carried out in conjunction with the festival, the promotion behavior can be brought to the extreme, attracting customers to form habitual consumption, such as Father's Day special promotion, Mother's Day special promotion, Father's Day student special promotion, etc., so that customers can form habitual consumption and achieve the purpose of promoting and stabilizing customer loyalty.

Third, DM. At present, there is no action in DM in JD.COM, which can be said to be a serious defect in marketing communication for mall integration. Red Kids, who are equally successful in B2C field, have brought DM to the extreme. The success of maternal and child products in the industry lies in that Red Kids has gained a large number of customers by adopting the marketing methods of DM catalogue direct investment and online direct sales, which has made Red Kids a great success. JD.COM has the innate advantages of a large number of members doing DM, and it can also implement large-scale and high-frequency DM customer coverage in targeted targets, which will turn it into direct purchase behavior; The lack of DM communication in JD.COM makes the sales in JD.COM increase in stages, which is not conducive to the long-term sales growth and brand development of shopping malls. Fourth, market activities. Marketing activity is an effective behavior to increase market share by advertising and promotion. If the activity is creative and has good execution and operability, it will play a positive role in improving the sales volume, popularity and brand reputation of the enterprise. Marketing activity planning can evolve into countless forms according to different enterprise situations and market analysis, and it is an important part of integrated marketing communication. In this regard, the form of JD.COM is single, and it is simply permeated with advertisements and promotions, and there is no market activity suitable for brands and shopping malls.

Fifth, the relationship between the public and the public. In 2007, JD.COM Mall announced a formal strategic cooperation with Alipay and Tenpay, integrating Alipay and Tenpay as online payment channels. Online payment through Alipay and Tenpay accounts can complete the shopping process more conveniently, and greatly increase the number of users and sales of JD.COM Mall. The cooperation of Digital China JD.COM Mall has enabled JD.COM Mall to realize the standardization, integration and specialization of supply channels, and also recognized the strength and future development potential of JD.COM Mall in B2C e-commerce. JD。 COM's inaction in public relations of press conferences, exhibitions, forums and other related organizations is imminent to promote JD.COM. The brand image of COM.

Sixth, the website. Content-based website development will be the general trend of website development. The singleness of JD.COM forum is far from the professional shopping forum, and there is no complete marketing communication chain, which is far from the trend that the content of website forum drives traffic.

The development of JD.COM after venture capital makes JD.COM the most influential e-commerce website in the industry, but JD.COM. COM's network integrated marketing communication has not formed a systematic and effective communication strategy, which is much slower than e-commerce websites such as alfalfa and Red Kids. Judging from the interactive marketing communication of the website, there are still many unfinished things.

Seventh, on the whole. JD。 COM's market integration marketing communication can still meet the current development speed. Although advertisements, such as outdoor advertisements for buying the bus body of Beijing No.668, can have a huge communication effect around Beijing Railway Station and International Trade Center, because its route is nearly 50% away, it makes it fast to travel in Jingtong, and the population density of Tongzhou terminal is far less than that of urban areas, so its communication power and influence have not been fully exerted. In promotion? Various specials? Promotion? Is the moon dark and windy? Promotional activities like this really caught the attention of existing customers and potential customers, and also increased some sales in the mall. But for JD.COM, which wants to steadily expand its customers and achieve steady growth, it still needs to organize systematic integrated marketing communication from a strategic perspective, such as subdividing market portfolio for college students? DIY? Festivals? Music festival? Sponsorship? Campus handball competition? Market activities, such as expanding JD.COM's popularity and tapping potential markets.

Analysis on the Network Marketing Strategy of JD.COM Shopping Mall (Ⅱ)

Macro-environment analysis of network marketing

1. Political and legal environmental impact

Marketing managers should pay close attention to the changes in the market environment. The differences in marketing environment in different regions or countries are mainly manifested in the following aspects:

(1) Differences in local government policy control. Its main performance is that the laws and regulations on commercial activities formulated by local governments are different, and the corresponding restrictions on commodity sales are also different.

(2) The degree of economic development varies from place to place. Different levels of economic development often lead to different consumption habits in different markets, which will lead to different marketing methods adopted by marketers in different markets.

(3) Geographical factors and population distribution vary from place to place.

(4) the differences of cultural traditions in different places. This difference in cultural traditions will lead to different market forms in different markets.

(5) differences in languages or characters in different places. This difference has become one of the main obstacles in the promotion practice of transnational promotion activities. This requires marketers to have accurate language skills. The characteristics of goods should be expressed by local idioms, so that they can be accepted by local people quickly.

The time for an enterprise's marketing strategy to adapt to a specific market environment is often very short, because the market environment is complex and changeable, and the strategy should change accordingly with the change of the environment, so it is impossible to remain unchanged.

The purpose of analyzing the market environment is to seek sales opportunities, avoid environmental threats and strive for initiative. No matter how fierce and fierce the market competition is, opportunities and crises often coexist at the same time. The task of the operator is to seize the opportunity, overcome the crisis, use various strategic measures, meet the market problems and occupy the market. Changes in the market environment are constantly creating new opportunities and crises, some of which are slow and predictable; Some are sharp and unpredictable.

The environment between different industries is also different, which can be divided into three categories according to the speed of change.

(1) A stable environment, such as a stable market environment for many foods, is basically proportional to population changes;

(2) In the ever-changing environment, various styles of mountain bikes and women's bikes have gradually replaced the old-fashioned bikes with big black soil styles in the 1960s and 1970s. It can be predicted that most enterprises can adapt to this environmental change in an orderly manner;

(3) a rapidly changing environment. The price of chemical raw materials mentioned in the previous example changed dramatically, which made many enterprises unprepared and suffered serious losses.

The same environmental changes have different effects on different industries. It may bring crisis to some enterprises or industries, but it also brings opportunities to others. Theoretically, when the market investigation, analysis, prediction and countermeasures are carried out in the three changing environments, the probability of enterprises being threatened will be reduced. From a certain point of view, the three changes are not static, and the competition of peers will bring about drastic changes between industries, seek market breakthroughs and find new high points of profits.

The marketing environment of an enterprise can be divided into micro environment and macro environment. Microenvironment factors include enterprises, suppliers, marketing middlemen, customers, competitors and the public. Macro-environmental factors include population environment, economic environment, natural environment, scientific and technological environment, political environment and cultural environment. All micro-environmental factors are influenced and restricted by macro-environment. Because enterprises are different in size. There are also great differences between industries.

2. Population and environmental impact

2011July 19, China Internet Network Information Center (CNNIC) released the 28th Statistical Report on Internet Development in China (hereinafter referred to as the report).

The report shows that by the end of June of 20 1 1, the number of netizens in China had reached 485 million, an increase of 27.7 million compared with the end of 20 10, with an increase of only 6. 1%, and the growth of netizens slowed down. The most striking thing is that, while the utilization rate of most entertainment applications is declining and business applications are rising steadily, the number of users in Weibo has increased as high as 208.9%, from 63 1 100 at the end of 1965 to1950,000, making it the fastest growing Internet application mode.

The number of netizens exceeded 485 million, and the growth rate of netizens slowed down.

The report shows that as of June of 20 1 1 year, the number of netizens in China reached 485 million, an increase of 27.7 million compared with the end of 201year; Internet penetration rate climbed to 36.2%, an increase of10 compared with 20 10 by 0.9 percentage points. The number of mobile Internet users in China is 3180,000, an increase of14,940 compared with the end of 20 10. Mobile Internet users account for 65.5% of the total number of Internet users and have become an important part of China's Internet users.

The total number of Internet users in China continues to rise, but the growth rate has obviously slowed down. According to the report, in the first half of 20 1 1%, the number of netizens in China increased by 27.7 million, and the absolute increase in the same period last year (the first half of 20 10) was less than 36 million. From 20 10, the growth rate of netizens entered a slow channel, and now it shows a more obvious slowdown trend.

3. Economic and environmental impact

A few days ago, China Internet Network Information Center (CNNIC) released the Research Report on User Behavior of B2C Vertical Online Shopping in China (hereinafter referred to as the Report). The report shows that in 20 10, the number of online shopping users in China reached 99.36 million, accounting for 6 1.9% of the total online shopping users. Clothing, books and 3C products are the commodities that users buy the most on B2C shopping websites. 5 1. 1% users buy clothes, shoes and hats on B2C shopping websites, 32.4% users buy books, audio-visual products and 22.2% users buy 3C products.

The average annual consumption of B2C shopping website users is 2049 yuan, accounting for 62.9% of the average annual online shopping amount of the overall online shopping users. Among them, users spend the most on B2C websites, and the annual per capita consumption reaches 3 1, 0 1 yuan; Followed by 3C products, the per capita annual consumption of users is 2605 yuan; The per capita annual online shopping amount of maternal and child products, clothing and books is 1328 yuan, 779 yuan and 367 yuan respectively. Online shopping behavior of B2C users is more frequent than that of the whole online shopping users. In 20 10 year, the average online shopping times of B2C online shopping users in half a year reached 12 times.

Among B2C shopping websites, Taobao Mall has the highest user penetration rate, with 63.4% of B2C online shopping users using Taobao Mall. Followed by Dangdang, the user penetration rate is 20.8%; The third is Joyo.com, with a user penetration rate of11.9%; The user penetration rate of JD.COM Mall reached 10.5%. Most B2C online shopping users only buy a certain product on one shopping website, and a few users buy the same product on more than two shopping websites.

According to CNNIC's report, clothing, books, 3C, household appliances and maternal and child products are several vertical B2C markets with outstanding development at present. From the user attribute characteristics of these vertical B2C commodity categories, the differences are obvious:

(1) From the perspective of gender differences, there are more online shopping users of 3C and home appliances B2C, while online shopping users of books and maternal and child products are mostly women.

(2) From the age distribution of users, clothing B2C online shopping users are the youngest, followed by 3C and book B2C online shopping users, and there are relatively more middle-aged and elderly users in maternal and child and home grid shopping users.

(3) From the education level of users, clothing B2C online shopping users have the lowest education level, while book online shopping users have the highest education level.

(4) From the professional distribution of users, student users are relatively active in B2C online shopping for clothing and books, users of party and government organs and institutions are more inclined to buy maternal and child products, self-employed and freelancers are more active in B2C online shopping for home appliances, and enterprise users are relatively prominent in purchasing vertical categories of goods.

4. The impact of science and technology on the environment

Domestic IT enterprises have two characteristics in their core technical capabilities: first, computer production basically adopts the mode of OEM, and domestic IT enterprises lack the ability of R&D and computer product design; Second, large enterprises in developed countries such as the United States, Japan, and the European Union are subject to key technologies, patents, and standards, and are highly dependent on global IT industry giants. Fortunately, domestic IT companies are striving to build their own core technologies. In March 2004, the standard "Information Equipment Resource Sharing and Coordination Service Agreement Standard 1.0 Version" was officially submitted to the Ministry of Information Industry, and the industry standard will be released soon. ? Flash link? The purpose of the standard group is to hope to pass? Associated application? Technology, such as integrating all kinds of electronic devices owned by consumers, to realize the collaborative application of radio and television network, Internet and mobile network. Flash link? The emergence of, relying on the core technical foundation created by academia and industry, has occupied an important position for China enterprises to develop and promote the next generation of home appliance IT equipment.

Analysis on the Network Marketing Strategy of JD.COM Mall (Ⅲ)

1. Analysis of enterprise internal environment

(1) product function

JD.COM Online Mall sells more than 36,000 kinds of goods, which are divided into four categories: household appliances, digital mobile phones, computer products and daily necessities. At present, the online shopping mall in JD.COM has more than 3.5 million registered users, the daily order processing capacity exceeds 20,000 orders, and the daily average PV exceeds100000. JD.COM online shopping mall has become an important way for China consumers to buy 3C products.

(2) Financial status

Since JD.COM Mall in JD.COM landed in the field of e-commerce in early 2004, it has been focusing on the rapid development of this field. With its deep accumulation in 3C field, it has been adhering to? Enterprises ahead of others? What is the development concept and pursuit of? Cooperation, honesty, making friends? Business philosophy, set up wholly-owned subsidiaries in Shanghai and Guangzhou successively, and strategically connect North China, East China and South China into a line, so that most of the country is covered under the logistics distribution network of JD.COM Mall in JD.COM; At the same time, we constantly strengthen and enrich the company's technical force, and improve and perfect the software and hardware facilities and service conditions in after-sales service, logistics distribution and marketing.

According to the strategic plan, JD.COM Mall in JD.COM will establish four logistics platforms centering on Beijing, Shanghai and Guangzhou, providing faster delivery services for users all over the country, and further deepening and expanding the company's business space. In June, 2009, 5438+1October, 65438+February received a joint capital injection of $2 1 10,000 from Today Capital, Xiongniu Capital and Liang Private Company, a famous investment banker in Asia. On 20 10, JD.COM mall got the latest round of financing10.50 billion USD.

(3) The attitude of enterprise leaders towards network marketing.

Liu has a good sense of the overall situation and strong execution, which is both principled and flexible. He doesn't like public relations, but when he discovers the power of brand and the influence of marketing, he can adjust himself quickly so as not to delay the development of the company because of personal likes and dislikes; Moreover, he prefers the user experience, often watches the user experience, writes back letters, and has a good grasp of it.

(4) The ownership and utilization of internal network marketing resources.

2. Enterprise external competitive environment analysis (competitor analysis)

At present, who is standing in front of JD.COM is a giant in the e-commerce industry? Taobao Mall. Taobao Mall is like a fierce roadblock.

Tigers fly, relying on the user advantages accumulated in Taobao market, is far ahead of any home appliance company in the market. For JD.COM, it cannot surpass Taobao Mall in the short term, but its share will not be suppressed by Taobao Mall in the short term. Compared with Taobao Mall (with an average attention of 90,000), JD.COM Mall (with an average attention of 10000) is slightly better in terms of user attention, and among the people concerned, people aged 30-39 who can not be underestimated pay more attention to JD.COM than Taobao Mall. At this point, JD.COM still has certain advantages.

The following table is a comparison between JD.COM Mall and Taobao Mall:

3. Analysis of the demand environment of consumer groups

JD。 The target customers of COM are netizens who are generally active in online shopping, mainly mainstream consumers of computers, communications and consumer electronics products, and are committed to cultivating loyal customer groups. According to different user characteristics, it can be roughly divided into the following four main customer groups:

(1) From the demand point of view

JD。 The main customers of COM are mainstream consumers or enterprise consumers of computers, communication products, new digital products, entertainment electronic products and household appliances.

(2) from the age point of view

JD。 The main customer of COM is 18? People between the ages of 35, at the same time, JD.COM Mall's online marketing customers are not only aimed at corporate users, but most individual users are 25? The 35-year-old white-collar worker not only has a strong desire for consumption, but also has a good spending power. Once they become their loyal customers, they can bring more economic benefits to JD.COM.

(3) From a gender perspective

The target customers of JD.COM Mall are mainly male consumers, and more than 70% TV viewers during the World Cup are male viewers, which is in line with the communication goal of online shopping malls in JD.COM.

(4) From a professional point of view

JD。 The main customers of COM are white-collar workers, civil servants, employees of public institutions, college students and other consumers with stable income but not enough time to go shopping. Among them, the 6 million college students who leave school every year is an important market in JD.COM.

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