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论文编号：	14451
作者编号：	2320213788
上传时间：	2023/12/22 16:49:34
中文题目：	京东在酒类新品市场对企业客户的服务营销策略研究
英文题目：	Research on Service Marketing Tactics of JD E-commerce Platform in the New Wine Market for B2B Customers
指导老师：	任星耀
中文关键字：	新品营销；酒类；京东电商；企业客户
英文关键字：	New product marketing; Alcohol; JD E-commerce; Enterprise customers
中文摘要：	随着疫情防控政策的全面放开，消费进入复苏期，消费意愿回升带动酒类行业增长。高端化、品质化、多元化的产品需求，使得酒类企业在产品创新、创新营销、多维渠道管理等维度需做出应对。寻找新的营销模式和营销思路，让酒类新品培育时间缩短，提高新品成功率是酒类企业的核心需求。京东电商平台新品营销服务定位“全链路新爆品打造”的第一品牌，旨在帮助酒类企业成功打造并树立行业标杆，孵化并培育更多“网红”产品，使其成为行业“长红”新爆品。 本文以京东电商平台新品营销服务为研究对象，以STP理论、7Ps营销理论为指导，运用SWOT分析方法对京东在酒类新品市场的服务营销策略进行研究。酒类行业在过去受到疫情影响，增速放缓，新产品对于酒类企业而言是拓展新销售增速的核心抓手，可获得额外的营销与广告费用，进而为平台带来收益。作为国内头部电商平台，京东电商平台在新品营销服务上有用成型的产品策略、标准的定价策略，但在促销及沟通渠道上较为单一、被动。随着内容电商、社区电商等新电商模式逐步兴起，企业客户选择与竞对平台开展深度合作，导致京东电商平台在酒类新品市场的企业客户黏性下滑，有流失风险，进而影响了京东的广告营收和品牌销售。 结合京东电商平台在酒类新品市场面临的痛点，本文首先运用STP理论定位京东电商平台在酒类新品市场提供服务营销的目标客户，进而从产品、定价、渠道、促销、人员、过程和有形展示七个维度下探，对京东电商平台面向酒类企业客户的新品营销服务提出改进策略。在产品策略上，京东电商平台应充分利用生态优势，为品牌提供覆盖全生命周期的新品营销服务；在定价策略上，将现有的标准化定价方式升级为“免费+付费”结合的定价策略，提高新品营销服务的灵活性，以应对竞争市场带来的威胁；渠道方面，除现有的一对一直销渠道，通过优化企业官网自主下单渠道和增加第三方服务商渠道两种方式，丰富新品营销服务的交易场景；在促销策略上，以“内容+活动”组合的形式提升促销丰富度，二次吸引有流失风险的企业客户；在人员策略上，首先优化组织架构，以提高服务交付效率，同时关注人员专业程度；在过程策略上，关注与企业客户沟通的时效性；在有形展示策略上，产品界面的简洁设计和营销项目 视觉规范化，有助于京东电商平台新品营销服务梳理全新的品牌形象。在文章的最后，从企业文化及组织架构、营销中台建设和数据能力与生态合作三个维度，深入分析新品营销服务的实施保障。 本文以京东电商平台酒类新品市场为研究对象，结合实践与理论，对其营销环境进行分析，针对其企业客户黏性下滑，客户存在流失风险等问题，提出服务营销改进策略，以利其更好应对竞争，获得更大的市场份额，提高京东电商平台的市场占有率，并为同业提供参考与借鉴。
英文摘要：	With the comprehensive relaxation of epidemic prevention and control policies, consumption has entered a recovery period, and the rebound in consumer willingness has driven the growth of the alcohol industry. The demand for high-end, high-quality, and diversified products requires liquor companies to respond in dimensions such as product innovation, innovative marketing, and multi-dimensional channel management. Finding new marketing models and ideas, shortening the cultivation time of new liquor products, and improving the success rate of new products are the core needs of liquor enterprises. The JD e-commerce platform's new product marketing service positioning is the first brand of "full chain new explosive product creation", aiming to help liquor enterprises successfully build and establish industry benchmarks, incubate and cultivate more "internet celebrity" products, and make them become the "eternal red" new explosive products in the industry. This article takes the new product marketing services of JD e-commerce platform as the research object, guided by STP theory and 7Ps marketing theory, and uses SWOT analysis method to study JD's service marketing strategy in the alcohol new product market. The alcohol industry has been affected by the epidemic in the past and its growth rate has slowed down. New products are the core means for alcohol companies to expand their new sales growth, which can earn additional marketing and advertising expenses, thereby bringing profits to the platform. As a leading domestic e-commerce platform, JD e-commerce platform has established product strategies and standard pricing strategies in new product marketing services, but is relatively single and passive in promotion and communication channels. With the gradual rise of new e-commerce models such as content e-commerce and community e-commerce, corporate customers choose to engage in deep cooperation with competing platforms, leading to a decline in the stickiness of JD's e-commerce platform's corporate customers in the alcohol new product market and a risk of loss, which in turn affects JD's advertising revenue and brand sales. Based on the pain points faced by the JD e-commerce platform in the new liquor market, this article first uses STP theory to locate the target customers of JD e-commerce platform's service marketing in the new liquor market. Then, it explores from seven dimensions: product, pricing, channel, promotion, personnel, process, and tangible display, and proposes improvement strategies for JD e-commerce platform's new liquor marketing services for liquor enterprise customers. In terms of product strategy, the JD e-commerce platform should fully utilize its ecological advantages to provide brand with new product marketing services covering the entire lifecycle; In terms of pricing strategy, upgrade the existing standardized pricing method to a combination of "free+paid" pricing strategy, improve the flexibility of new product marketing services, and respond to the threats brought by competitive markets; In terms of channels, in addition to the existing one-on-one direct sales channels, we can enrich the transaction scenarios of new product marketing services by optimizing the enterprise's official website's independent ordering channels and adding third-party service provider channels; In terms of promotion strategy, the combination of "content+activities" is used to enhance the richness of promotion and attract corporate customers with a risk of loss for the second time; In terms of personnel strategy, first optimize the organizational structure to improve service delivery efficiency, while paying attention to personnel professionalism; In terms of process strategy, focus on the timeliness of communication with corporate customers; In terms of tangible display strategy, the concise design of product interfaces and the visual standardization of marketing projects can help the JD e-commerce platform sort out a new brand image for new product marketing services. At the end of the article, an in-depth analysis is conducted on the implementation guarantee of new product marketing services from three dimensions: corporate culture and organizational structure, marketing platform construction, and data capabilities and ecological cooperation. This article takes the new alcoholic beverage market on the JD e-commerce platform as the research object, analyzes its marketing environment through practice and theory, and proposes service marketing improvement strategies to address issues such as declining customer stickiness and risk of customer churn in the enterprise. This will help it better respond to competition, gain greater market share, increase the market share of the JD e-commerce platform, and provide reference and reference for its peers.
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