我国B2C电子商务企业发展现状及营销策略建议

Development of China's B2C E-commerce Businesses and the Marketing Tactics

电子商务随着互联网的普及而逐渐为中国居民所认识,其中网络购物作为一种新兴的购物方式已开始为中国居民所接受.文章通过对相关文献的研究及个案分析,在对我国B2C电子商务的现状进行考察的基础上,提出了我国B2C企业在发展中应通过合理定价,提升用户购物体验;积极改善售后和客服;细分市场,积极开拓垂直类市场;深挖平台价值,丰富收入来源等建议和方法来开拓市场和应对竞争.

E-Commerce is gradually recognized by Chinese people,and online shopping as a new way to shop for the Chinese people has begun to be accepted.Based on the research of relevant literature and case studies,and the investigation of current situation of China＇s B2C businesses,it is proposed that these businesses should improve the users＇ shopping experience through reasonable pricing,actively enhance after-sales and customer service,actively explore the vertical type of market,and root out the platform value for the recommendations and strategies to develop new markets.