| With the rapid development of e-commerce,the online shopping market continues to heat up,the requirement for online shopping is also growing,the demand for online shopping is then getting higher and higher.The development of B2 C e-commerce also gives birth to the online time-limited sale mode,which is usedby vip.comand has achieved good economic benefits,but the competitive pressureincreases presently.Based on the WMM model(4S network marketing)theory,using the data in the first quarter of 2015 as an example,this article analyzes the current situation of vip.com,especially the competition situation,and gives a comparative analysis of vip.com's short board.Then,from the user's view,investigating the users satisfaction for the sale mode of vip.com,and find that vip.com does exist aspects to be improved.Combined with the WMM model,this article puts forward 12 corresponding improvement suggestions:(1)Make efforts to tap new users,enhance brand awareness and brand loyalty.(2)Actively promote the expansion of the category,to achieve the long tail effect.(3)The rapid growth of maternal and cross-border vertical market segments,propose vip.com to increase the investment of the two segments for development advantages.(4)The Socialization and fans communicationfor the network time-limited sale market are more and more significant,suggest that vip.com focus on communication with the users,try to run with Socializationand fans communication.(5)According to the B2 C market competition situation,recommend vip.com to search for differentiated consumer groups,meet the needs of personalized service,create differentiated competitive model.(6)According to the mobile online shopping market competition situation,recommend vip.com to develop multi direction,realize the marketing realintegration,multi screen interactive and other models.(7)Add the search bar,improve customer satisfaction with the accuracy of the product finding.(8)Increase the diversification of marketing tools of the website platform,and enhance theinteractive of the website marketing content.(9)Perfect sale ecosystem,strengthen the ability of integration of the upstream and downstream supply chain.(10)Try to expand the business from online to offline,seize the opportunity O2 O.(11)Try to establish an information platform with the long term cooperation brand business.(12)Search the opportunity on the mobile Internet,focus on social communication platform.The purpose is to make vip.com online shopping mode more Humanized,more suitable for the development of "Internet plus" era. |
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