互联网时代背景下口碑营销策略研究--以京东商城为例.docxVIP

PAGE I PAGE II 互联网时代背景下口碑营销策略研究 --以京东商城为例 内 容 摘 要 口碑营销作为当代企业常用的营销手段之一，已经成为企业营销的重要部分。互联网时代下，网络口碑营销成为了新的热点，无论是营销手段、传播方式还是营销作用等方面相比传统口碑营销都有所提升。网络口碑营销的应用价值，在电商平台的使用上可以明显体现，因此本文以我国知名电商平台京东商城为例，进行口碑营销策略研究。本文章利用文献研究法和案例研究法，阐述京东商城的口碑营销要素，列举京东商城的四大营销策略；随后，探讨京东商城不良竞争环境所带来的后果，并指出京东商城危机处理能力的不足。针对京东商城存在的不足，文章最后也列出了相应的解决措施。通过对京东商城口碑营销策略的一系列研究，希望能够为京东及其他企业采取营销策略提供一定的借鉴作用。 关键词：互联网；口碑营销；策略；京东商城  Study on word-of-mouth marketing strategy in the context of the Internet era --A case study of Jingdong Abstract Word-of-mouth marketing, as one of the commonmarketing means of contemporary enterprises,has become an important part of enterprise marketing. In the Internet era, network word-of-mouth marketing has become a new hot spot, whether it is marketing means, communication methods or marketing role compared to the traditional word-of-mouth marketing has been improved. The applicationvalue of network word-of-mouth marketing can be obviously reflected in the use of e-commerce platform, so this article takes the well-known e-commerce platform jingdong Mall as an exampleto carry out word-of-mouth marketing strategy research. This article uses the literature researchmethod and case study method to expound the word-of-mouth marketing elements of JD Mall, list the four marketing strategies of JD Mall, and then explores the consequences of the adverse competitiveenvironment of JD Mall, and points out the insufficient crisis management capacity of JD Mall.In view of the shortcomings of JD Mall, the article also lists the corresponding measures. Througha series of research on the marketing strategy of JD Mall, we hope to provide some reference for JD.com and other enterprises to adopt marketing strategy. Key Words：Internet; Word-of-mouth marketing; strategy; JD Mall 目 录 TOC \o "1-3" \h \z \u 内 容 摘 要 I Abstract II 一、绪论 1 （一）研究背景 1 （二）研究目的及意义 1 1. 研究目的 1 2. 研究意义 1 （三）研究方法 1 1. 文献研究法 1 2. 案例研究法 2 二、文献综述 2 （一）国内研究现状 2 （二）国外研究现状 3 （三）评价