| On August14,2012, CEO of Jingdong Net Mall Liu Qiangdong’s microblog has arousedwidespread public concern, in this piece of microblog, he claimed that Jingdong Net Mall willchallenge the price that10%less than commodity prices of GOME, Suning online shop forconsumers fully enjoying the benefits. This microblog got response from Suning and GOMEand other relative E-business enterprises, who have joined followed competition or fight forcustomers with a lower price in succession. Looking back the entire process of "8·15PriceWar", from the attention-caused section to the officially start, this price war is not only in thefield of online shopping mall platform, in which Jingdong Net Mall, Suning and GOMEOnline Trade and Icson is involved, also, the platform of microblog is another main battlefield.With the exhaustive analysis of reduction and proportion of price cutting after this Price War,this is essentially a microblog marketing battle within commercial enterprises. Participantsreal-time published their own measures in response to the price war and the unfolded newsituation caused by it, which caused unprecedented attention among this "price war". Ofwhich, the warring concern in Sina Microblog Platform was fully came into notice and theparticipation around it was most wide. In this essay, writer will take the microblog piecesfrom Sina Microblog Platform into full consideration, and discuss the marketing measureschose by Jingdong Net Mall in this “Price War of Commercial Enterprises”. Through the deepanalysis of the features of those measures, writer will find out the useful enlightenments forother enterprises of using Microblog platform for marketing, and will try to explore the futuredevelopment of it. |
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