摘要：随着社会经济的发展以及网络技术的普及，网上购物已经成为人们生活中越来越重要的一部分。电子技术不断创新，网络营销在近年发展迅速。网络营销是在传统营销模式上的一种创新，是企业营销策略之一。网络营销是利用电子信息技术进行营销活动的一种先进方式。与美国等发达国家相比，我国电子商务起步较晚但是发展迅速。在其发展过程中存在着一些需要解决的问题，例如政策法规、交易成本、服务竞争等。本文通过京东商城在活动策划和营销推广、品牌建立与产品销售等方面的创新，研究分析网络营销的策略、信誉、品牌等问题，针对当前市场的特点，对网络营销与传统营销进行对比，通过调查研究，把理论与实际结合起来，提出科学系统的看法，并对网络营销的发展作进一步展望。22953
毕业论文关键词：京东商城；网络营销；创新；发展
From Jingdong Mall to see The development of network marketing
Abstract：With the development of social economy and the popularity of the network technology, online shopping has become more and more important part in people's life. Electronic technology is constant innovation; network marketing is developing rapidly in recent years. Network marketing is a kind of innovation in the traditional marketing mode; it is one of the enterprise marketing strategies. Network marketing is an advanced way of marketing campaigns by using electronic information technology. Compared with the United States and other developed countries, -commerce in China started late but developed quickly. There are some problems to be solved in the course of its development such as Security, ideas, policies and regulations, transaction costs, service competition. In this paper, jingdong mall in event planning and marketing promotion, brand establishment and the innovation of the product sales, Research and analysis of network marketing strategy, reputation, brand and other issues, according to the characteristics of the current market, comparing the network marketing and traditional marketing, through the investigation and study, combine theory with practice, put forward the scientific system, and further prospect to the development of network marketing.
KeyWords： Network Marketing; Jingdong; integration study; innovation; explore
目 录
引 言 1
一、绪论 2
（一） 课题研究的背景和意义 2
1、 课题的研究背景 2
（二） 课题研究的现状和趋势 2
1、 课题的研究现状 2
2、 课题的研究趋势 3
二、网络营销与传统营销发展概况 4
（一）网络营销与传统营销概况与区别 4
1、网络营销与传统营销的概念 4
2、网络营销与传统营销的区别 4
3、网络营销与传统营销的结合 5
（二）网络营销的发展现状 5
三、京东商城网络营销概况及存在的问题 6
（一）京东商城网络营销概况与现状 6
（二）京东商城网络营销存在的问题 9
1、商品质量把控不严 9
2、信用体系还不健全 9
3、虚假宣传，误导消费者 10
4、物流配送存在漏洞 10
5、售后服务尚不完善 11
四、 京东商城网络营销探索 12
（一）保证商品质量 12
（二） 建立信用体系，树立品牌形象 12
（三）促销让利吸引消费者 13
（四）广告营销到位，杜绝虚假宣传 13 从京东商城看网络营销的发展:http://www.751com.cn/guanli/lunwen_15825.html