论文部分内容阅读
信息碎片化时代,目标人群的消费方式越来越多样,网络行为路径比较分散,如何精准的找到目标人群并定向的呈现最大转化率的产品,是电商营销要面对的挑战之一。目前主流电商的产品线都较广,会员数量较多,对于会员和非会员的信息如何推送,将是重要的课题。我们认为单一营销方式覆盖的面越来越窄,多种营销方式的组合才能做到信息传递的最大化。苏宁易购也同样会通过各种媒介形式的组合运用,挖掘最有消费潜力的人群。
In the era of information fragmentation, the consumption patterns of the target population are more and more diverse, and the route of network behavior is relatively fragmented. It is one of the challenges that the e-commerce marketing faces to find out the target population and the product with the highest conversion rate. At present, the mainstream electricity supplier’s product line is broader and has a large number of members. It is an important issue for how to push the information of members and non-members. We think the coverage of a single marketing approach is getting narrower and narrower, and the combination of multiple marketing approaches can maximize the information delivery. Suning Tesco will also use a combination of various forms of media, mining the most potential consumer groups.