Research On Marketing Strategy Of Vipshop E-commerce Platform

With the development of the internet and the progress of science snd technology,people’s consumption form physical store shopping to online shopping gradually transformed.Catalyzed by this form,emerging live streaming platforms such as Douyin and Kuaishou have also emerged.This undoubtedly brings a great impact to the traditional e-commerce platforms.As a traditional e-commerce platform established 15 years ago,Vipshop also faces many severe challenges in the change of e-commerce and people’s consumption concept.Although Vipshop has maintained continuous profitability in the years of development,its market share and active users continue to decrease.The traditional inherent profit model can no longer guarantee the development requirements of enterprise diversification in today’s development.In order to stand firm in the development and survive for a long time,Vipshop needs to update and optimize its marketing strategy in time.This paper has a certain understanding and summary of the current state of Vipshop,and hopes to provide reference for it through the research in this paper.This paper first reviews the research status at home and abroad,and compares and analyzes the application of 7P marketing theory in the research field and the research of Vipshop’s marketing strategy in the past.At the same time,it introduces 7P marketing theory,which lays a theoretical foundation for the whole paper.Secondly,with the help of literature research method,questionnaire survey method,comparative analysis method and case analysis method,Vipshop is taken as the research object to analyze and discuss e-commerce marketing strategies,and discuss the theories needed for e-commerce platform marketing.Then,it summarizes Vipshop,analyzes its marketing environment and marketing status based on scientific theoretical knowledge such as 7P,PEST analysis and Porter’s Five Forces Model,and analyzes the current marketing status of Vipshop’s e-commerce platform by means of questionnaire.This paper summarizes the current marketing problems of Vipshop mainly focus on product categories and quality trust,professional personnel,marketing channels,price competition promotion information,tangible display,service process and other aspects.Based on these problems,it is proposed that the future development of Vipshop e-commerce platform needs to enrich the categories of goods,differentiated supply of goods,improve product quality management,professional quality of personnel,expand marketing channels,optimize price strategy,optimize promotion strategy,optimize tangible display,optimize service process and other solution and relevant implementation guarantees,so as to put forward suggestions for the sustainable development of the company.