1、The marketing strategies adopted by JD in the digital environment,Members：,Summary,Catalogue,One,JD.COM(founded by Liu Qiangdong in 1998)is the largest self-operated e-commerce enterprise in China.As a professional integrated online shopping mall,it sells over tens of thousands of brands,40.2 millio
2、n kinds of goods and 31.5 million kinds of SKU high-quality goods,Including home appliances,mobile phones,computers,mothers and children,clothing and other 13 categories.Adhering to the concept of customer first,the goods sold in JD.COM are genuine licensed goods,guaranteed nationwide and invoiced b
3、y machine.,Enterprise information,cooperatehonestymake friends,Business philosophy,Service principle,Multi-provide users with one-stop comprehensive shopping platform.Fast-self-built logistics to realize fast delivery service.Good-insist on authentic licensed products to ensure the quality of goods.
4、Province-relying on low cost and high efficiency to achieve low prices every day,Two,Promotion Strategy,User Policy,Covers a wide range and features functions.,High service quality and satisfaction.,Product Policy,Meet different needs of consumers.,Self-built logistics system,Genuine guarantee and p
5、erfect after-sales service system.,The quality and price are excellent,and after-sales are guaranteed.,More than 100,000 species,Covers a wide range and features functions.,Feature,The distribution efficiency is extremely high and the user experience is excellent.,Entity logistics distribution cente
6、r and entity logistics transportation distribution team,and the supply chain is controllable.,The warehousing center can carry out centralized purchasing and storage,which reduces the purchasing cost and commodity cost and has a price advantage.,Self-built logistics system,Brand benefit of self-buil
7、t logistics,Genuine guarantee and perfect after-sales service system.,Supplier:The dealers and agents designated by the manufacturer.,Authentic guarantee,Pick-up after sale,100 points after sale,Home after sale,Extremely after-sales service,Lightning refund,7 days no reason to return.,User Policy,4,
8、Demand,Nine categories of 2018 JD 618 increased year on year.,Source:China Report Network and Y.,Age,Source:China Report Network and China Business Information Network.,Occupation,Source:China Business Information Network,Most of the consumers in JD.COM are middle-class people and home users who lov
9、e God and material things.With the upgrading of consumption and the continuous development of Chinese brands,students and farmers have become the main force in purchasing domestic products.,Communication,In order to realize communication with users and better solve user problems,JD has launched comm
10、unication platforms.On the platforms,users can express their views and know the latest developments in JD.,Promotion Strategy,Advertisement,Network marketing with outdoor advertising to expand popularity,enhance corporate brand image and increase website traffic to attract customers.,JD did a lot of
11、 special promotions,snapped up in the dark and windy night,and sent vouchers,which played a huge role in the temporary sales promotion of the mall.,To be a DM in JD,there are innate advantages of a large number of members,and it is also possible to implement large-scale and high-frequency DM custome
12、r coverage in targeted goals.,JD Mall has formally reached a strategic cooperation with Alipay and Tenpay,integrating Alipay and Tenpay as online payment channels,completing the shopping process more conveniently,and promoting a substantial increase in the number of users and sales of JD.COM Mall.,J
13、D Mall cooperates with advertising,promotion and other effective behaviors to increase market share,improve brand awareness and reputation,and increase sales.,Appraise,Three,?,?,?,?,Logistics system,User,Sales service,Product,The price of platform products lacks advantages.,The merchants occupancy c
14、ost is low.,Abuse of low-priced brand dilution,Self-operated goods have rebate from manufacturers.,There are not enough kinds of goods.,Product,Guarantee of genuine products on platform,Logistics System,High operating cost.Management is difficult.Large capitalinvestment.,Direct mining at source and
15、strengthening quality control,Closed logistics and traceability throughout the process.,Ensure fast delivery and provide high-quality and complete service.,Lack of instant online customer service support,Sufficient product pertinence(B2C website focusing on 3C product sales,The purchase process is smooth.,The personalized product recommendation system is weak.,Secondary sales of returned goods,Sales service,Summary,Four,Summary,THANK YOU,
