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京东众筹平台的营销战略研究

时间:2017-09-14 13:00来源:毕业论文
论文以京东众筹作为研究对象,着重探讨京东众筹在这一平台,为何只花了短短一年多的时间,就能在众多众筹平台中脱颖而出?而它又存在什么样的问题?它的未来在哪
摘要现今我们国家的经济处于一个低迷期,但是互联网金融行业却异常火爆,很多企业和个人在2013年后都开始涉足这一行业,特别是电商巨头的加入使得互联网金融被迅速点燃并开始蔓延。众筹作为互联网金融中的一部分自然也不例外。2013年,淘宝众筹成立。2014 年,京东众筹成立,2015年,苏宁众筹成立。这些巨头的加入带动了中国众筹的市场,促使中国众筹平台的发展。
作为电商巨头之一的京东众筹,至今发展不到一年的时间,但是却给出了十分亮眼的成绩。截止2015年12月底,京东众筹旗下的产品众筹和股权众筹累计融资超过20亿元,两大众筹平台都占据了市场第一,京东众筹平台的领军地位毫无疑问。本毕业论文以京东众筹作为研究对象,着重探讨京东众筹在这一平台,为何只花了短短一年多的时间,就能在众多众筹平台中脱颖而出?而它又存在什么样的问题?它的未来在哪?13297
本文主要采用案例分析方法和文献分析方法,通过查阅资料了解京东众筹的现状,找出它成功的原因以及发展之中存在的问题,最后本文结合现状以及问题,分析出京东众筹的营销战略。只有从众筹本质出发,注重自身的发展,选择多样的营销手段,以提供多种服务方式,立足创新,做好风险控制,才能在未来屹立不倒。
关键词:京东众筹; 问题;营销战略
Abstract
Nowadays our country's economy is in a downturn, the internet financial industry is very hot, after 2013, many enterprises and inpiduals are involved in the industry, especially electricity giant to join the Internet financial ignited by quickly and began to spread. The crowdfounding as a part of the Internet financial is no exception. In 2013, Taobao crowdfounding is founded. Jingdong is founded in 2014 and Suning is founded in 2015. These giant led to the crowdfounding of Chinese market, prompted the development of Chinese the raised platform.

源自六/维"论\文|网.加7位QQ3249"114 www.lwfree.cn


Jingdong is one of the electrical giant , the development is so far in less than a year, but it has a very good result. By the end of December 2015, Jingdong crowdfounding’s product-crowdfounding and Equity-based crowdfunding has raised more than 2 billion yuan, both public raised platform occupy the market first, jingdong the leadership of the raised platform there is no doubt. The jingdong the raise, for example, this paper emphatically discusses jingdong the raise in this platform, why took only just more than a year of time, they could stand out among all the raised platform? And it is what kind of problem? Is it in the future?
This article mainly uses the case analysis method and the method of literature analysis, understand the status quo of jingdong the raise through data access, to find out the reasons of its success and problems existing in the development, finally combining with the current situation and problems, analysis the jingdong the raise for the future development of countermeasures.Only from the nature of the herd, pay attention to their own development, choose a variety of marketing tools, to provide a variety of services, based on innovation, risk control, in order to survive in the future.
Key words: jingdong crowdfounding; question ;  countermeasures
目    录
摘    要Ⅰ
AbstractⅡ
一、绪论1
㈠选题背景1
文献综述1
二、京东众筹现状3㈠两大主类别3
㈡用户特点5
三、京东众筹成功的原因5
㈠京东众筹的品牌影响力5
㈡专攻单一细分市场5  ㈢平台的下沉和落地6
㈣打造明星产品6
四、京东众筹的主要问题6
㈠“团购+预售”模式背离众筹本质6㈡ 缺少创新型产品7㈢ 盈利模式较为单一7
㈣“跳票险”不能解决跳票7
㈤“领投+跟投”模式损害跟投者利益8 京东众筹平台的营销战略研究:http://www.lwfree.cn/guanli/20170914/13412.html
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