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本文首先对电子商务的概念、电子商务的概况和发展阶段做出简单的概括总结,同时简要概括了错位营销的概念和本质,并运用SWOT分析方法对我国当前的电子商务中错位营销的应用进行了优势、劣势、机遇和威胁四方面的分析。在研究过程中分析了实施错位营销应注意的问题。通过这些分析,正确运用错位营销,结合自身的优势,成功推广了自身的品牌和产品。为后续对电子商务中错位营销的运用和进一步发展提供参考。
This paper first makes a brief summary of the concept of e-commerce, the general situation of e-commerce and the stage of its development. At the same time, it briefly summarizes the concept and nature of misplaced marketing and applies the SWOT analysis to the current application of malposition marketing in e-commerce in our country Advantages, disadvantages, opportunities and threats of four aspects of analysis. In the process of research, we analyzed the problems that should be paid attention to when implementing dislocation marketing. Through these analyzes, the correct use of dislocation marketing, combined with its own advantages, the successful promotion of their own brands and products. It provides a reference for the follow-up to the application and further development of dislocation marketing in e-commerce.