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均已在论文中作了明确的说明并表示了谢意。
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日期：2021年 5月 31日
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签
名：
日期：2021年 5月 31日
日期：2021年 5月 31日
导师签名：

摘要
摘要
本研究以依托网络自媒体社交为基础特征的 A电商为案例研究对象，重
点研究适合于未来形势下 A电商的营销策略。
本研究以精准营销理论和 4C营销理论为指导，通过对国内外电商行业发展
现状和大量相关文献的研究和整理，利用 PEST、SWOT、波特五力模型、STP
分析等工具对 A电商发展的内外部环境和所面临的形势进行综合分析，指出 A
电商适合采取差异化战略，在此基础上，本研究采用问卷调查的方式，调查整理
了 A电商对主要客户群体服务中存在的主要问题和原因，并针对问题提出营销
策略改进建议，为了进一步保证营销策略的有效实施，一并提出 A电商营销策
略改进实施的保障措施。
本文提出了以老年人为主要服务对象，提高老年客户粘性，增加老年客户持
续复购意愿为主要内容的营销策略。从 4C营销理论的角度提出了满足老年群体
客户引领策略，同时规划了成本优化、成交便利化和沟通友情化的策略，加强 A
电商平台精细化运营和供应链的能力，提升推荐商品的多样化、品质化，把控老
年客户服务的满意度，形成有效的核心竞争力。
随着电商推广、经营手段日益丰富，电商普遍遇到获客成本和客户维护成本
逐渐增加的问题。本研究具体分析 A电商资源特点，提出了有针对性的营销策
略改进建议，同时也为其他同类电商提供了借鉴，对其营销策略改善起到一定的
参考作用。
关键词：电商；社交电商；营销策略；4C营销理论
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Abstract
Abstract
This study takes E-business A, which is based on social network through
we-media, as the case study object. The research focuses on the marketing strategy
suitable for the future situation of E-business A.
This study is guided by precision marketing theory and 4C marketing theory,
Through the domestic and foreign e-commerce industry development status quo and a
large number of related literature research and sorting, The internal and external
environment and the situation of the development of A e-commerce are
comprehensively analyzed by using PEST SWOT Five-Forces Model and STP
analysis and other tools, It is pointed out that A e-commerce is suitable for adopting
differentiation strategy, On this basis, this study adopts questionnaire, survey
compiled A electricity to the main customer group services in the main problems and
reasons, and in view of the problem the paper proposes some Suggestions to improve
the marketing strategy, in order to further ensure the effective implementation of the
marketing strategy, along with proposed A safeguard measures on the implementation
of electricity marketing strategy improvement
This paper puts forward a marketing strategy that takes the elderly as the main
service object, improves the stickiness of the elderly customers, and increases the
intention of the elderly customers to continue to repurchase. From the Angle of 4C
marketing theory, put forward to satisfy the elderly customer leading strategy, clinch
A deal the cost optimization and planning facilitation and communication strategy of
friendship, strengthen A electric business platform refinement operations and the
ability of supply chain, enhance the quality of recommended the diversification of
commodity, the elderly customer service satisfaction, to form effective core
competitiveness.
With the increasingly rich means of e-commerce promotion and operation,
e-commerce generally encounters the problem of increasing customer acquisition cost
and customer maintenance cost. This study specifically analyzes the resource
characteristics of e-commerce A and puts forward targeted marketing strategy
improvement suggestions. Meanwhile, it also provides reference for other similar
e-commerce companies and plays A certain reference role in the improvement of their
marketing strategy.
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