唯品会信息科技有限公司平台服务营销策略研究 随着我国区块链、云计算、大数据等技术的发展，各个行业逐渐进入互联 网时代，尤其是电子商务，发展迅猛，网上购物也越来越普及。很多学生以及 上班族因学习、工作繁忙而选择网上购物，进而通过一整套服务链送货上门， 极大地方便了人们的生活，在满足了人们多样性购物需求的同时也降低了购物 者的时间成本。2019年，国家又颁布了一系列相关法律法规，完善了电子商务 制度，指明了电子商务的发展方向，促进了电子商务健康有序地发展，相信未 来电子商务的发展会更加强劲。 本文以唯品会信息科技有限公司做为研究对象，运用理论分析和策略研究 相结合的方法，首先通过大量阅读相关文献进行唯品会信息科技有限公司相关 的信息收集，进而对收集的数据和资料进行处理分析，指出唯品会信息科技有 限公司平台服务营销所面临的一些问题：偏离市场定位、促销信息和评价信息 不透明、商品介绍不完整等。再对其宏观环境和竞争环境进行分析，从而更好 地提出解决问题的办法。然后通过对唯品会信息科技有限公司进行实际购物体 验以及实体店考查，分析当前的政策、环境等情况，对其进行STP策略制定， 使其市场细分和产品定位更加精准。 研究发现，电商行业一直处于变革中，电商行业的竞争越来越激烈，而且 唯品会信息科技有限公司不仅有来自同行业的竞争对手，还有实体专营店、微 商、直播平台等竞争。唯品会信息科技有限公司应该在产品和服务、定价、营 销渠道、促销、人员、过程、有形展示（7P营销理论）等方面进行深入改革， 并制定相应的策略。本文为唯品会优化了产品组合策略，加强了其服务能力， 通过线上和线下相结合的营销策略为其拓展渠道。通过采用尾数定价策略、差 2 别定价策略、高－低定价策略等为唯品会制定价格策略。通过广告营销策略、 关系营销策略、企业社会责任营销策略等实现唯品会的促销策略。通过制定人 岗匹配、适当放权、提升员工归属感实现唯品会的人员策略。通过将促销和评 价信息及配送透明化让消费者放心购买，提升销量。通过产品和服务的有形展 示策略为消费者提供良好的的购物体验，提升唯品会的口碑。最后，本文分别 从企业文化、人力资源体系和资金三个方面，为唯品会制定了营销保障措施， 保证唯品会的服务营销策略能够顺利实施。 关键词： 唯品会 电子商务 STP策略 7P营销理论 3 ABSTRACT Research on Platform Service Marketing Strategy of Vipshop Information Technology Co.,Ltd. With the development of China's blockchain, cloud computing, big data and other technologies, various industries have gradually entered the Internet era, especially e-commerce, which has developed rapidly and online shopping has become more and more popular. Many students and office workers choose to shop online due to their busy study and work, and then deliver them through a full service chain, which greatly facilitates people's lives, meets people's diverse shopping needs, and reduces shoppers' time. cost. In 2019, the state introduced a series of related laws and regulations, standardized the e-commerce system, maintained market order, and promoted the sustainable and healthy development of e-commerce. It is believed that the development of e-commerce will be stronger in the future. This article takes Vipshop Information Technology Co., Ltd. as the research object, and uses a combination of theoretical analysis and strategy research. First, it reads a lot of relevant literature to collect the relevant information of Vipshop Information Technology Co., Ltd., and then to the collected data and The data were processed and analyzed, and pointed out some problems faced by Vipshop Information Technology Co., Ltd.'s platform service marketing: deviation from market positioning, opaque promotional and evaluation information, and incomplete product introduction. Then analyze its macro environment and micro environment to better propose solutions to problems. Then through the actual shopping experience and physical store inspection of Vipshop Information Technology Co., Ltd., analyze the current policy, environment and other conditions, and formulate STP strategies to make its market segmentation and product positioning more accurate. The study found that the e-commerce industry has been undergoing change, and competition in the e-commerce industry is becoming increasingly fierce. Moreover, Vipshop Information Technology Co., Ltd. not only has competitors from the same industry, but also physical franchise stores, WeChat, and live broadcast platforms competition. Vipshop Information Technology Co., Ltd. should conduct in-depth 4 reforms in product and service, pricing, marketing channels, promotions, personnel, process, physical display (7P marketing theory), and formulate corresponding strategies. This article has optimized the product mix strategy for Vipshop, strengthened its service capabilities, and expanded its channels through marketing strategies combining online Internet channel marketing and offline experience store marketing channels. By adopting mantissa pricing strategy, differential pricing strategy, high-low pricing strategy, etc., the pricing strategy is developed for Vipshop. Realize the promotion strategy of Vipshop through advertising marketing strategies, relationship marketing strategies, and corporate social responsibility marketing strategies. Realize the personnel strategy of Vipshop by formulating the matching of posts, appropriate decentralization, and enhancing employees' sense of belonging. Consumers can rest assured by making promotions and evaluation information and distribution transparent. Enhance the consumer buying experience with tangible display strategies for products and services. Finally, this article has formulated marketing guarantee measures for Vipshop from three aspects: corporate culture, human resources system, and funding. Ensure that the marketing strategy of Vipshop can be implemented smoothly.