本文關(guān)鍵詞：京東商城在“電商價(jià)格戰(zhàn)”中的微博營(yíng)銷研究，，由筆耕文化傳播整理發(fā)布。

網(wǎng)友2830622664近日為您收集整理了關(guān)于京東商城在“電商價(jià)格戰(zhàn)”中的微博營(yíng)銷的分析的文檔，希望對(duì)您的工作和學(xué)習(xí)有所幫助。以下是文檔介紹：密級(jí): 學(xué)校代碼:10075分類號(hào): 學(xué)號(hào):20120800新聞與傳播碩士學(xué)位論文京東商城在“電商價(jià)格戰(zhàn)”中的微博營(yíng)銷研究學(xué)位申請(qǐng)人:劉紅指導(dǎo)教師:王玉蓉副教授學(xué)位類別:新聞與傳播碩士學(xué)科專業(yè):新聞與傳播授予單位:河北大學(xué)答辯日期:二○一四年五月ClassifiedIndex: Code: 10075U.D.C.: No. 20120800A Dissertation for the Degree of M. Journalism municationThe Microblogging MarketingStrategies of Jingdong Mall merce War ResearchCandidate: Liu HongSupervisor: Wang Yurong Associate ProfessorAcademic Degree Applied for: Master of Journalism municationSpecialty: Journalism municationUniversity: Hebei UniversityDate of Oral Examination: May,2014摘要I摘要2012 年 8 月 14 日,京東商城 CEO 劉強(qiáng)東的一條微博引起了的廣泛關(guān)注,微博里他宣稱京東商城將挑戰(zhàn)低于國(guó)美、蘇寧線下店 10%的商品售價(jià),讓消費(fèi)者充分享受實(shí)惠。微博發(fā)出后得到了蘇寧、國(guó)美和其他電商方面的回應(yīng),相繼加入了這場(chǎng)價(jià)格拼低、爭(zhēng)奪顧客的競(jìng)爭(zhēng)之中�；仡櫿麄�(gè)“815 電商價(jià)格戰(zhàn)”的過(guò)程,從引起關(guān)注到正式開始,這場(chǎng)價(jià)格之戰(zhàn)的戰(zhàn)地不僅是京東商城、蘇寧易購(gòu)、國(guó)美在線以及易迅網(wǎng)等主要參與價(jià)格戰(zhàn)的網(wǎng)絡(luò)購(gòu)物平臺(tái),而微博也是其主要戰(zhàn)場(chǎng)。經(jīng)過(guò)分析價(jià)格戰(zhàn)后各電商降價(jià)的幅度和比例,便不難看出這實(shí)質(zhì)上是電商企業(yè)間的一次微博營(yíng)銷之戰(zhàn)。參與者在微博實(shí)時(shí)發(fā)布自己應(yīng)對(duì)價(jià)格戰(zhàn)的措施以及價(jià)格戰(zhàn)發(fā)展的情勢(shì),引起了來(lái)自各方對(duì)這場(chǎng)“電商價(jià)格戰(zhàn)”前所未有的關(guān)注。其中,在新浪微博的交戰(zhàn)關(guān)注度最高且參與度最廣,本文中,筆者將以新浪微博為主要研究對(duì)象,討論京東商城在“電商價(jià)格戰(zhàn)”中進(jìn)行的微博營(yíng)銷舉措,通過(guò)對(duì)其特點(diǎn)的深入分析,得出對(duì)其他企業(yè)微博運(yùn)用微博進(jìn)行營(yíng)銷時(shí)的借鑒啟示,探索未來(lái)企業(yè)運(yùn)用微博營(yíng)銷的發(fā)展之路。關(guān)鍵詞京東商城電商價(jià)格戰(zhàn)微博營(yíng)銷AbstractIIAbstractOn August 14, 2012, CEO of Mall Liu Qiangdong’s microblog has arousedwidespread public concern, in this piece of microblog, he claimed that Mall willchallenge the price that 10% less modity prices of GOME, Suning online shop forconsumers fully enjoying the benefits. This microblog got response from Suning and GOMEand other relative E-business enterprises, who have joined petition or fight forcustomers with a lower price in ession. Looking back the entire process of "815 PriceWar", from the attention-caused section to the officially start, this price war is not only in thefield of online shopping mall platform, in which Mall, Suning and GOMEOnline Trade and Icson is involved, also, the platform of microblog is another main battlefield.With the exhaustive analysis of reduction and proportion of price cutting after this Price War,this is essentially a microblog marketing battle mercial enterprises. Participantsreal-time published their own measures in response to the price war and the unfolded newsituation caused by it, which caused unprecedented attention among this "price war". Ofwhich, the warring concern in Sina Microblog Platform was fully came into notice and theparticipation around it was most wide. In this essay, writer will take the microblog piecesfrom Sina Microblog Platform into full consideration, and discuss the marketing measureschose by Mall in this “Price War mercial Enterprises”. Through the deepanalysis of the features of those measures, writer will find out the useful enlightenments forother enterprises of using Microblog platform for marketing, and will try to explore the futuredevelopment of it.Key words Mall Price War mercial EnterprisesMicro-blogging Marketing目錄III目錄緒論1第 1 章微博營(yíng)銷及京東商城經(jīng)營(yíng)現(xiàn)狀9 1.1 微博營(yíng)銷的相關(guān)內(nèi)容 9 1.1.1 微博營(yíng)銷的定義及特點(diǎn) 9 1.1.2 微博營(yíng)銷的現(xiàn)狀 10 1.2 微博營(yíng)銷與電子商務(wù)的結(jié)合 13 1.3 京東商城的經(jīng)營(yíng)現(xiàn)狀 17 1.3.1 京東商城的發(fā)展?fàn)顩r 17 1.3.2 競(jìng)爭(zhēng)對(duì)手的發(fā)展?fàn)顩r 19 1.3.3 京東商城面臨的問(wèn)題 21第 2 章京東商城“電商價(jià)格戰(zhàn)”中的微博營(yíng)銷23 2.1“電商價(jià)格戰(zhàn)”的事件回顧 23 2

12>

  本文關(guān)鍵詞：京東商城在“電商價(jià)格戰(zhàn)”中的微博營(yíng)銷研究，由筆耕文化傳播整理發(fā)布。