Research on B2C E-commerce Marketing Strategies Using Jingdong Mall as an Example

摘要

With the continuous development of Internet technology, e-commerce has been quietly forming, and it has become a new business model in China. The turnover of B2C e-commerce business has achieved an explosive growth in short period. There are two possible reasons why B2C e-commerce enterprises have been able to achieve great success. The first one is that they benefited from the policy environment support, and the second one is that their marketing strategies played an important role in promoting. This paper uses Jingdong Mall as an example to research B2C e-commerce marking strategies, which including product, price, place and promotion. Based on the SWOT analysis and questionnaire, this paper finds that there are some defects in Jingdong Mall's product quality, pricing, logistics time and new customer development. In order to improve marketing strategies, Jingdong Mall should improve product quality, implement low price strategy, optimize logistics system and improve promotion.