唯品会促销策略的改善研究 内容摘要随着经济全球化的不断深化以及电子商务的不断发展，越来越多的电商走入消费者的视野，唯品会作为我国最大的 B2C 网站之一，采用较为合理的营销策略，占据了较为广阔的市场，但它仍存在一定的问题，本文对唯品会的促销策略存在问题及其改善对策进行了研究。文章主要分析了唯品会的促销策略现状，对其目标市场、经销商、终端市场现行的促销策略进行具体分析，并将唯品会促销策略与同行比较，指出其面临着产品竞争力较弱、服务不够完善市场定位不明等问题，并针对这些问题提出了提升产品的竞争力、提高定价灵活度提升服务水平以及开展微营销等措施。希望本文的研究可以优化唯品会促销策略，促进唯品会的发展。关键词：唯品会 促销策略 微营销AbstractWith the continuous deepening of economic globalization and the continuous development of e-commerce, more and more electric business into the consumer's vision, only goods as China's largest B2C site, using a more reasonable marketing strategy, occupy a relatively broad Of the market, but there are still some problems, this article will be the only goods will promote the improvement of the strategy to study. This paper mainly analyzes the status quo of the promotion strategy of the only product, analyzes the current marketing strategy of the target market, the dealer and the terminal market, and compares the promotional strategy with the peer and points out the success and deficiency of the promotion strategy , Such as the competitiveness of products is weak, the service is not perfect market positioning is unknown, and pointed out that the proposed improvement of product competitiveness, improve pricing flexibility to improve service levels and other measures, combined with the current socio-economic situation, the author innovation, Products should be used to carry out micro-marketing of new media, with a view to optimizing the only goods will promote the...
