B2C电商自营物流定制营销的京东经验及其启示

摘要

In this paper, we introduced the self-operated and customized logistics marketing mode developed by JD.COM which, based on human-centered service philosophy and through market survey, constantly evaluates, innovates and optimizes its marketing process for better market response and then we analyzed how the B2C e-commerce industry could be benefited and enlightened from this mode.%物流定制营销是大型B2C电商企业提升客户忠诚度和市场竞争力的有效策略,以京东为代表的B2C电商企业探索出了一种自营物流定制营销模式.该模式基于人性化服务理念,通过市场调研确立营销方法,并不断评估、创新、优化营销过程,实现了较好的市场效果,为B2C电商开展满足客户个性化需求的物流定制营销提供了一定的借鉴:制定明确的营销目标,以数据为核心进行市场调研,以客户为中心制定营销计划,灵活调整与标准化营销过程,不断创新营销方式.