摘要
伴随我国经济极速发展的是我国不断增长的网民数量,因此,中国的电子商务平台也依靠强大的网民人数发展得风生水起。本文的目的是探究京东如何从实体代理商转型为成功的电子商务零售商。研究方法主要是通过京东的数据分析和京东商城商品评论的文本可视化挖掘论证本文提出的观点。本文通过对京东的品牌效应、物流配送和售后服务等内部环境进行分析,并通过文本挖掘分析制作词云图,以进一步探讨京东的营销策略的成功所在,并对京东存在的一些问题提出建议。
Alongwith the rapid development of China's economy is the number of netizens,therefore,China's E-commerce platform also relies on the strong number of netizens development.The purpose of this paper is to explore how Jingdong has transformed from an entity agent to a successful e-commerce retailer.The research method is mainly through the data analysis of Jingdong and the text mining of commodity comment.The article analyzes the internal environment of the brand effect,logistics distribution and after-sale service of Jingdong,and makes the word cloud picture through the text mining analysis,in order to further explore the success of the marketing strategy of Jingdong,and to put forward some suggestions on the existing problems in Jingdong.
作者
张佳佳
陈涛
ZHANG Jia-jia;CHEN Tao(Business School,Ningbo University,315000,Ningbo ,Zhejiang ,China)
出处
《特区经济》
2018年第12期105-107,共3页
Special Zone Economy
关键词
客户体验度
营销策略
词云图
customer experience degree
marketing strategy
word cloud
