目前的电商行业已经覆盖了生活必需品的各大品类，存量市场一片红海，竞争激 烈。近两年阿里，京东的增速放缓，已经是不争的事实，保住存量市场，寻找新的增 量市场，是电商发展的重中之重。国人对奢侈品需求，导致奢侈品市场电商成为了新 的蓝海。如何精准的锁定自己的目标客户群体，为其提供最精准的营销。在目前全球 经济逐渐放缓的环境下，奢侈品移动社交电商平台的快速发展势必将成为国民经济增 量发展的一个重要组成部分，帮助并助力中国的经济更加稳定并且健康的成长。 本文希望通过研究国内外已有奢侈品移动电商平台的书籍和相关期刊文献，结合 奢侈品移动电商行业和 W 公司实际的实践情况，借鉴其他公司的运营模式，找出 W 公司的运营问题，优化符合 W 公司的运营策略。根据目标客群的特点，开发符合目标 客群的品牌商户，设定符合自己电商平台的市场运营策略，在源头上选择最合适的品 牌商户与平台合作。 关键词，奢侈品；移动电商平台；客户关系管理；用户留存率III Abstract Currently, E-commerce has covered all major categories of necessities of life, and the stock market is filled with fierce competition. In the past two years, it is indisputable that the growth rate of Alibaba and JD has slowed down. It is the top priority for E-commerce to keep the stock market high and seek new incremental market. China's demand for luxury goods has led to a new demand of luxury e-commerce. How to accurately approach their target customer groups and provide the most accurate marketing strategyUnder the global economic slowdown, the rapid development of luxury mobile e-commerce platforms is bound to become an important part of the national economy and make China's economy grow more healthily. Through the research of the domestic and foreign luxury mobile ecommerce platforms’ books, related literature, combined with luxury mobile ecommerce industry and its actual situation, W company could take the operation mode of other companies as reference and find out which operating issues it needs to optimize its strategy. Then, according to the characteristics of target customers, W company could develop the brand merchants that suit to the target customers, set up their own ecommerce business platform for marketing and operation strategy, and select the most appropriate merchants from the source to cooperate with the platform. Keywords ， Luxury Product; Mobile Ecommerce Platform; Customer Relationship Management; Consumer Retention Rate目录 致谢.........................................................................................................................................I 摘要....................................................................................................................................... II Abstract............................................................................................................................................III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景和意义.............................................................................................................1 1.1.1 研究背景.................................................................................................................1 1.1.2 研究意义.................................................................................................................3 1.2 国内外文献综述.............................................................................................................4 1.2.1 国内相关研究.........................................................................................................4 1.2.2 国外相关研究.........................................................................................................5 1.3 研究内容和框架............................................................................................................7 1.4 研究方法与创新点........................................................................................................7 第 2 章 理论基础..................................................................................................................9 2.1STP 营销理论..................................................................................................................9 2.2 4I 营销理论..................................................................................................................10 第 3 章 W 公司外部环境分析...........................................................................................12 3.1 宏观环境分析——PESTEL 分析模型........................................................................12 3.1.1 政治因素...............................................................................................................12 3.1.2 经济因素...............................................................................................................13 3.1.3 社会因素...............................................................................................................13 3.1.4 科技因素...............................................................................................................14 3.1.5 环境因素...............................................................................................................15 3.1.6 法律因素...............................................................................................................153.2 行业环境分析——波特五力分析模型......................................................................16 3.2.1 同行竞争者的竞争..............................................................................................16 3.2.2 供应商的议价能力..............................................................................................16 3.2.3 客户的议价能力..................................................................................................17 3.2.4 潜在进入者的威胁..............................................................................................17 3.2.5 替代品的威胁......................................................................................................17 第 4 章 W 公司市场营销现状分析...................................................................................19 4.1W 公司的现状...............................................................................................................19 4.1.1W 公司背景介绍....................................................................................................19 4.1.2W 公司组织架构....................................................................................................21 4.1.3W 公司商业模式....................................................................................................23 4.1.4W 公司业务状况....................................................................................................24 4.2W 公司的战略和定位分析...........................................................................................26 4.2.1W 公司的市场细分................................................................................................26 4.2.2W 公司的目标市场................................................................................................27 4.2.3W 公司的市场定位................................................................................................28 4.3W 公司现行市场策略分析...........................................................................................29 4.3.1W 公司现行市场策略概况....................................................................................29 4.3.2W 公司电商平台客户调查....................................................................................29 4.3.3W 公司电商平台互动性测试................................................................................33 4.4W 公司现行市场策略的问题和原因分析...................................................................38 4.4.1 市场定位和目标客户群分析...............................................................................38 4.4.2 用户界面设计分析...................................................................................