| With the popularity of the network and the increasing of Chinese people’s income, online shopping has become China’s one of the fastest growing way to shop. Despite the financial crisis, the online shopping market did not shrink and sales continued to rise. In April,2010, well-known consulting Investigation Agency—iResearch Consulting released "2009-2010 China’s Internet Shopping Industry Report" which showed that the scale of China’s online shopping transactions continued to grow rapidly, reaching 263 billion Yuan in 2009, compared with 105.2% growth in 2008.Besides, in December,2009, China Internet Network Information Center (CNNIC) in Beijing released the "2009 China Online Shopping Market Research report" which showed that in the first half of 2009, the national network shopping sales totally amounted 119.52 billion Yuan, of which Internet users in the C2C and B2C shopping Site spent the amount of 106.37 billion Yuan and 13.15 billion Yuan respectively. This indicates that C2C platform has become the main choice for Internet users to shop in our online shopping market and B2C falls far behind the development of C2C. But in foreign countries, B2C online shopping market has become the main force beyond C2C, so China’s B2C e-commerce market has a great potential. IResearch survey report also showed that in 2009 China’s online shopping market turnover in the sales of digital and electronics products accounted for Jingdong B2C platform independent sales-type 28% of the market, had gone beyond the old-comprehensive B2C Dangdang and Amazon. At the same time, B2C sites with many different vertical categories strategies and positioning, had shown more vitality and development potential in the online shopping market.Adopting the empirical research, the thesis selects 360buy.com, the typical e-commerce business of Chinese B2C mode, as the case study object. And by making a detailed study of market segmentation, target market, market positioning and so on, the thesis tries to do research in the evolution of track 360buy.com and the development of business models and marketing strategies in order to find out more effective marketing mix strategies and tactics. In the specific analysis, this thesis applies the Philip·Kotler’s "Marketing Management" 4PS analysis:Product Strategy, Pricing Strategy, Place Strategy and Promotion Strategy to make a detailed study in a detailed analysis of the marketing mix strategy 360buy.com and find out the successes and shortcomings of the business marketing strategies and tactics, hoping to provide some reference for the development for Chinese vertical B2C e-commerce. The studies of paper are divided into five parts:PartⅠ:Introduction. This part briefly clarified topics background of this paper, research meaning, the methods and purpose of study, and related concepts and definitions are introduced, presented the main research issues.PartⅡ:Literature Review and related theories. This part described and summarized the theories and development of e-commerce situation, and the background Jingdong Mode and conditions of in-depth analysis, which is below Jingdong Mall of the marketing strategies and tactics of the theoretical foundation.PartⅢ:Jingdong Mall’s overview and analysis of marketing strategies and tactics. This part Described in detail the progress and development of Jingdong Mall features, analyzed in the development process used in marketing strategies and tactics.PartⅣ:Jingdong Mall’s marketing strategies and tactics of the comments. This part reviewed Jingdong Mall’s marketing strategies and tactics, and referenced the relevant data and cases analysis and descriptionPartⅤ:Conclusion and further discussion. This part summarized the full text and conclusion and the direction of future discussion. |
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