摘 要在今天的空前盛大电子商务的发展，商业企业如雨后春笋般开。基于京东商城的现有发展状况，对京东商城的营销环境进行分析，并且根据这些分析运用 SWOT 分析法，分析京东商城的优势、劣势、机会、威胁，并且发现京东商城网络营销策略存在的不足。针对这些不足提出相对应的解决对策建议:通过提高品质意识，增强售后服务从而提高京东商城的整体营销水平和能力提升公司客户对商品的关注度，从而使京东商城的营销策略提供更加需要完善。关键词：京东商城；网络营销；电子商务1AbstractIn today's unprecedented grand e-commerce development, commercial enterprises have mushroomed. Based on the current development situation of Jingdong Mall, this paper analyzes the marketing environment of Jingdong Mall. According to these analyses, SWOT analysis is used to analyze the strengths, weaknesses, opportunities and threats of Jingdong Mall, and finds out the shortcomings of the online marketing strategy of Jingdong Mall. In view of these deficiencies, the corresponding countermeasures and suggestions are put forward: through improving the quality awareness and enhancing after-sales service, the overall marketing level and ability of Jingdong Mall will be improved, and the attention of the company's customers to the commodities will be enhanced, thus making the marketing strategy of Jingdong Mall more in need of improvement. Key words: Jingdong Mall; Internet marketing; Electronic commerce目 录1引 言..................................................................................................................................321.1 研究背景..........................................................................................................................31.2 国内外研究现状..............................................................................................................31.2.1 国外研究现状................................................................................
