电商企业网络营销策略研究—以瑞之美公司为例摘要根据权威媒体调查数据显示，到2015年1月1日之前，我国线上交易平台日活跃账户达到103万人，年交易量达到20193万元人民币，连续五年以超过30%的速度增长，并且增长势头未见减速。网上购物正被越来越多的人接受，其营业额已占我国消费品市场份额的19.1%左右（2015年数据）。进入21世纪初，国内兴起了诸如淘宝、京东等网络购物平台。随后几年，网络购物的快速发展已经深刻影响人们的消费习惯，甚至出现以往实体店销售所没有的消费热点和消费事件。与传统的销售模式不同，网络销售具有周期短、货物种类多、销售环节更少、更新速度快等优点，这使得线上销售在很短的时间内快速抢占了市场份额。但是网络购物也有自身的缺点，例如购物体验差，假货横行、钓鱼网站和网络诈骗日渐增多等随着消费热点和购物行为的深刻变化，电商企业在规模不断扩大的同时也需要更新和创造出新的营销模式，以此来适应经济新形式的需要。本文首先从研究内容和研究目的出发，再论述了与文章研究内容相关的国内外研究综述。同时，也阐述了电商企业的概念和特点，以及网络购物与传统购物的区别，还有市场营销理论，这是本文的重点。结合深圳瑞之美网络购物平台的营销案例，我们着重研究了该公司营销中存在的问题提出了适合网络电商企业的特定营销渠道和营销战略，最后提出适用于一般电商企业的营销建议和对策，丰富和充实我国关于市场营销的理论研究。关键词：电商企业，营销渠道，传统渠道，网络营销RESEARCHONNETWORKMARKETINGSTRATEGYOFELECTRICBUSINESSENTERPRISEABSTRACTAccordingtotheChinaElectronicCommerceResearchCentermonitoringdatashowthatasofDecember2013China'sonlineretailmarkettransactionsamountedto18851trillionyuan,anincreaseof42.8%.China'sonlineretailmarkettransactionsaccountedfor8.04%ofthetotalretailsalesofsocialconsumergoods,onlineshoppingusersreached312millionpeople,thepurchasingpowerofnetworkuserstoenhanceconsumptionhabits,thecombinationofsocialnetworkshoppingcontinuetopromotethegrowthofthenetworkretailmarket,Thefrequentlow-profitpromotionofelectricbusinessenterpriseshasalsoarousedtheenthusiasmofuserstobuy,ledtotheacceleratedgrowthofthescaleofonlineshoppinguserstocomprehensiveB2Ce-commerceenterprisesastherepresentativeofthenetworkretailindustrybegantochangethepatternoftraditionalretailindustry.Asanewmarketingchannel,thenetworkbecomesmoreandmoreimportant.Theelectricbusinessenterpriseneedstoformulatethenetworkmarketingstrategywiththeconsumerpurchasedecision-makingprocessasthecore,soastoconsolidateandenhancetheenterprise'scompetitivepositionandimprovetheprofitabilityoftheenterprise.Inthispaper,theliteraturereview,thedomesticandforeignscholarsnetworkmarketingstrategyanalysisofthestatusquotofurtherclarifytheresearchdirectionofthispaper.Secondly,itelaboratestherelatedtheoriesofnetworkmarketing,introducestheemergenceanddevelopmentofnetworkmarketing,definestheconceptofnetworkmarketing,andanalyzesthecharacteristicsofnetworkmarketing,andpavesthewayforthefollow-upresearch.TheauthoranalyzesthestatusquooftheintegratedB2Ce-commerceenterprisenetworkandsummarizesthepresentsituationandshortcomingsoftheintegratedB2Celectronicbusinessenterprise'snetworkmarketingstrategy.Then,basedontherelatedtheoriesofconsumerbehaviorandnetworkmarketing,themodelofinfluencingfactorsofnetworkconsumers'purchasedecisionprocessisconstructed,andthebehaviorofonlineshoppingisresearchedbyquestionnaire,andthemodelismodifiedthroughdatacollectionandverification.Finally,basedonthemodel,thispaperdiscussesthenetworkmarketingstrategyfromtheaspectsofbrandbuilding,productpositioning,pricestrategy,channelconst...
