Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
RESEARCH ON MARKETING STRATEGY
OFA ONLINE STORE
By:
Zou Lingkong
Supervisor: Prof. Liu Cuie
December, 2021

摘
要
近年来中国网民人数持续增长，网络购物人数也随之增长，庞大的网民数量构成
了中国蓬勃发展的消费市场。2020年初，受新冠肺炎疫情影响，进一步扩大了网购人
群的数量、网购频率和金额。随着消费者购物途径的转移，大批商家也跟随消费者将
店铺由线下转移至线上，入驻各大电商平台。与此同时，各电商平台为了抢占用户，
均推出一系列的商家扶持政策，进一步降低了网络零售业的门槛，线上市场竞争异常
激烈。初创网店缺乏营销经验，公域流量竞争激烈，引流成本高，互联网人口红利逐
渐消失，以上因素均直接或间接影响网店的生存。
本文以 A网店为研究对象，通过分析 A网店的营销策略现状，发现其存在品牌
视觉形象不佳、商品详情页设置不合理、缺少新品上新、产品同质化、引流成本高、
客户服务体系需要进一步完善等问题。在此基础上，通过对 A网店的目标顾客群体和
老顾客进行问卷调研，清晰目标消费群体人群画像，了解顾客的需求、购物行为和偏
好。在此基础上明确市场定位，并对 A网店的营销策略提出了改进建议，包括高度回
应顾客需求的产品策略、追求合理回报的价格策略、强化顾客体验的店铺推广策略、
高度互动的促销策略、密切顾客关系的服务策略。通过本文的研究帮助 A网店通过价
值共创提高服务质量，降低成本，进入良性循环，脱离价格战，转向消费者信任消费，
与顾客建立长期稳定的关系，提升 A网店的行业竞争力、顾客满意度和忠诚度，拓宽
市场范围，实现高质量的发展。对比店铺营销策略优化前后的经营数据，A网店优化
营销策略后，营销效果显著提升。本文以个案研究的形式，充分考虑了 A网店顾客人
群与市场细分及其所属行业的特殊性，从实际情况出发，更贴合 A网店的发展现状和
电子商务营销的技术要求。
关键字：营销策略；网络营销；价值共创；电子商务
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ABSTRACT
In recent years, the number of Internet users in China continues to grow, so does the
number of online shopping. The huge number of Internet users constitutes China's booming
consumer market. Novel coronavirus pneumonia affected online shopping population in
early 2020, and expanded the number of online shoppers, the frequency and amount of
online shopping. With the transfer of consumers' shopping channels, a large number of
businesses also follow consumers to move their stores from offline to online and settle in
major e-commerce platforms. At the same time, in order to seize users, all e-commerce
platforms have launched a series of business support policies, further reducing the threshold
of online retail industry, and the online market competition is extremely fierce. These
factors directly or indirectly affect the survival of online stores.
This paper takes A online store as the research object, through analyzing the current
situation of A online store's marketing strategy, we found that it has poor brand visual
image, unreasonable product detail page settings, lack of new product updates,
homogenization of products, high cost of attracting traffic, and customer service system
needs to be further improved. On this basis, we conducted questionnaire research on the
target customer groups and old customers of A online store to clarify the population portrait
of the target consumer groups and understand the needs, shopping behavior and preferences
of customers. On this basis, we clarify the market positioning and suggest improvements to
the marketing strategy of online store A, including product strategy that is highly
responsive to customer needs, price strategy that pursues reasonable returns, store
promotion strategy that strengthens customer experience, promotion strategy that is highly
interactive, and service strategy that closes customer relationship. The research in this paper
helps online store A improve its service quality through value co-creation, reduce costs,
enter a virtuous cycle, move away from price wars, shift to consumer trust consumption,
establish long-term and stable relationships with customers, enhance the industry
competitiveness, customer satisfaction and loyalty of online store A, broaden its market
scope, and achieve high-quality development. Comparing the operational data before and
after the optimization of the store's marketing strategy, the marketing effect of online store
A was significantly improved after the optimization of its marketing strategy. In the form of
a case study, this paper takes into full consideration the special characteristics of A online
store's customer population and market segmentation and the industry it belongs to, and is
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