Study On Marketing Countermeasures Of E Company Based On Consumer Perceived Risk Evaluation

The platform economy has achieved rapid development driven by emerging technologies such as big data,artificial intelligence,and blockchain.Since the outbreak of the COVID-19,the platform economy has accelerated its integration into various fields of society by relying on massive data and rich application scenarios.It facilitates people’s lives,contributes greatly to accelerating industrial upgrading and optimizing resource allocation,and assumes increasingly important responsibilities in promoting the stable operation of the economy.The ninth meeting of the Central Financial and Economic Commission pointed out that the development of Chinese platform economy is in a critical period,and it is necessary to promote the standardized,healthy and sustainable development of the platform economy.The 2022 "Government Work Report" also clearly pointed out that the platform economy must not only develop healthily,but also standardize management.Faced with new requirements of development and increasing market competitions,it has become a very important and urgent research topic for platform-based companies to accurately grasp market development trends,reduce consumers’ risk concerns in purchasing decisions,and further expand the user market.Based on the related theories of platform enterprises and platform economy,perceived risk,grounded theory and marketing,this thesis takes the platform enterprise E company as the research object.Firstly,it uses the research method of grounded theory,and takes the consumer evaluation text of E company as a qualitative analysis.Based on the original data,through three rounds of coding process,the elements of risk dimension are extracted,and the perceived risk model of consumers buying online takeaway is constructed.Secondly,combined with the 4C marketing theory,it deeply analyzes the main problems existing in the marketing of E company,and finally puts forward targeted marketing improvement countermeasures.The thesis is divided into seven chapters in structure,among which: the first chapter is the introduction;the second chapter is the theoretical basis;the third chapter is the introduction of the basic situation of E company;the fourth chapter is model construction based on consumer perception risk evaluation;the fifth chapter is the analysis of the main problems of E company’s marketing;the sixth chapter is the countermeasures and suggestions for E company’s marketing improvement;the seventh chapter is the conclusion and prospect.Through the analysis of consumer perceived risk of E company,the thesis finds that consumers’ perceived risk in the process of purchasing decision is mainly concentrated in five risk dimensions,such as product,service,body,finance and information.There are four problems: lack of comprehensive consideration of consumers demand,inadequate cost control of consumers,the convenience for consumers and the effective communication with consumers need to be improved.In response to the problem,this thesis puts forward countermeasures and suggestions for marketing improvement from four aspects: strengthening standardized management to meet consumer needs,standardizing market pricing to shape brand image,improving service system to improve convenience,and open information disclosure and widening communication channels.The development and marketing management have certain reference significance.