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| 阿里巴巴营销策略分析 摘要：随着市场竞争变得越来越激烈，电子商务行业的市场竞争越来越激烈。近年来，随着国内生活水平日益提高，网络销售的需要越来越大，我国网络销售市场也迎来持续高水平的增长。文章以阿里巴巴为研究对象，该电商平台作为典型的电商企业，近几年来在其营销上遇到很多瓶颈，尤其在其营销策略上存在许多亟待优化解决的问题，怎样通过科学的方式来完善该电商平台市场营销策略是当下亟待解决的问题。文章通过波特五力模型分析工具对阿里巴巴的营销现状进行分析，发现了该平台存在着定位分析不明确；价格策略缺少层次；服务营销不到位；营销渠道单一的问题，作者提出了通过细分市场定位；完善价格策略机制；重视服务营销；营销渠道多元化四个方面进行完善。其研究结果以供相关人士参考借鉴。 关键词：市场营销；营销渠道；网络销售业 Analysis of Alibaba Marketing Strategy Abstract：As the market competition becomes more and more fierce, the market competition of e-commerce industry becomes more and more fierce. In recent years, with the improvement of domestic living standards and the increasing need of network sales, China's network sales market also ushered in a sustained high level of growth. This paper takes Alibaba as the research object. As a typical e-commerce enterprise, the e-commerce platform has encountered many bottlenecks in its marketing in recent years, especially in its marketing strategy, which needs to be optimized and solved. How to perfect the marketing strategy of the e-commerce platform is an urgent problem. Through Porter's five-force model analysis tool, this paper analyzes the current situation of Alibaba marketing, and finds that the platform has unclear positioning analysis, lack of level of price strategy, lack of service marketing, single marketing channel. The author puts forward four aspects: market segmentation, price strategy, service marketing and marketing channel diversification. Its research results are for reference by relevant people. Keywords: Marketing; Marketing Channel; Network Sales Industry |
