京东商城的服务营销策略研究内 容 摘 要网络购物作为当代最流行的购物方式，早已经深入到每一个人的生活习惯当中，越来越多的人会在闲余时间刷一刷购物平台。对于这么大一个蛋糕，当然有很多平台想要分得到更多，但是如何能抓住更多顾客的心，也成为了各大平台的主要研究任务。经研究，顾客在消费的过程中越来越重视能否在服务方面得到心理上的满足，在市场的竞争中，服务已成为至关重要的因素。京东商城作为中国最大的网络购物平台之一，其最具特色的口碑就是商品质量好。其实几大网购平台的商品质量、价格大同小异，反而能赢得顾客信任的关键因素便是服务。本文的研究意在了解当下电商时代下京东商城的服务营销策略是否适应企业的长期发展，分析服务营销对于京东商城而言具有的优劣势。同时运用 SWOT 分析法，通过研究分析，提出京东商城服务营销存在服务营销理念不明确、忽视目标市场定位、提供的服务存在趋同性、客服人员服务质量较低几个问题，并且提出了建立完整的服务体系、加大员工培训力度、进行服务市场细分和进行服务市场定位的解决方法。关键词：网络购物；服务；服务营销；SWOT 分析IResearch on Service Marketing Strategy of Jingdong MallAbstractAs the most popular shopping method in the contemporary era, online shopping has already penetrated into everyone's lifestyle, more and more people will brush the shopping platform in their spare time. For such a big cake, there are of course many platforms that want to get more points, but how to grab the hearts of more customers has also become the main research task of the major platforms. After research, customers pay more and more attention to whether they can be psychologically satisfied in service in the process of consumption. In market competition, service has become a crucial factor. As one of China's largest online shopping platforms, Jingdong Mall has the most distinctive reputation for good product quality. In fact, the quality and price of several major online shopping platforms are similar, but the key factor that can win custom...
