摘要
本文以骆驼品牌为主要研究对象,主要基于电子商务、网络营销理论、4P理论,对骆驼品牌的网络营销策略进行分析。研究发现,骆驼品牌存在网络产品组合策略单一、线上包装简陋、页面设计存在缺陷、客服服务体系不完善、产品定价缺乏区分度等问题。根据存在的问题提出了进一步开发产品组合策略、优化线上包装、调整页面布局、提升服务质量,加强客服团队培训、实施差异化定价策略,加强产品区分度等对策,旨在对骆驼品牌及相关电商企业的网络营销有一定借鉴意义。
This article takes the Camel brand as the main research object,mainly based on e-commerce,online marketing theory,and 4P theory,to analyze the online marketing strategy of the Camel brand.It is found that the Camel brand has the problems such as single online product combination strategy,crude online packaging,deficiencies in page design,imperfect customer service system,and lack of differentiation in product pricing.Based on the existing problems,further development of product portfolio strategies,optimization of online packaging,adjustment of page layout,improvement of service quality,strengthening of customer service team training,implementation of differentiated pricing strategies,and strengthening of product differentiation have been proposed.The aim is to provide some reference for the online marketing of the Camel brand and related e-commerce enterprises.
作者
李海光
张小宁
Haiguang Li;Xiaoning Zhang(Gansu Agricultural University,School of Finance and Economics,Lanzhou,Gansu,730030,China;Gansu Institute of Science and Technology Information,Lanzhou,Gansu,730030,China)
