京东商城口碑营销及策略分析

摘 要随着各大网购平台的出现，网络口碑营销对各大电子商务企业的影响也越来越大，而京东作为电商企业的领头羊，它的口碑营销有哪些突出的地方？又有哪些地方需要改进？本文以京东为例，通过对京东的口碑营销策略进行优化研究,找出京东商城口碑营销策略中存在的主要问题，对存在的问题进行分析，同时结合当前的市场背景，针对京东商城制定相关的市场营销策略，促进京东的发展，并给其他网上购物平台提供借鉴。关键词：京东商城；口碑营销；口碑营销策略AbstractWith the emergence of major online shopping platforms, online word-of-mouth marketing has an increasing impact on major e-commerce enterprises. As the leader of e-commerce enterprises, jd, what are the outstanding aspects of its word-of-mouth marketing? What needs to be improved? This paper takes jingdong as an example, through the optimization study of jingdong's marketing strategy, find out the main proplems in the word-of-mouth marketing strategy of JingDong Mall,analyze the existing proplems,at the same time,combine with the current market background,formulate relevant marketing strategies for JingDing Mall,promote the development of JingDong,and provide reference for other online shopping platforms.Key words: jingdong mall; Word-of-mouth marketing; Word-of-mouth marketing strategy目 录1 引言..............................................................62 口碑营销..........................................................62.1 概念.........................................................62.2 特点.........................................................62.2.1 传播方式多样...........................................62.2.2 传播速度更加快速.......................................72.2.3 匿名性.................................................73 京东商城发展现状..................................................73.1 京东商城的发展现状...........................................83.2 京东商城的口碑营销平台.......................................