基于天猫国际平台的进口保健品运营策略研究 ——以“S” 海外旗舰店为例
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引用本文:覃雪婷,潘海兰,李衍江.基于天猫国际平台的进口保健品运营策略研究 ——以“S” 海外旗舰店为例[J].上海第二工业大学(中文版),2024,41(1):88-92
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作者单位
覃雪婷 上海第二工业大学经济与管理学院, 上海201209 
潘海兰 上海第二工业大学经济与管理学院, 上海201209 
李衍江 上海第二工业大学经济与管理学院, 上海201209 
中文摘要:近年来, 由于消费者们对健康问题的重视程度不断提高, 保健类产品在天猫国际平台的市场份额逐步上升,市场竞争也因此愈演愈烈。以天猫国际平台“S” 海外旗舰店为例, 对其2023 年度1 月份销量下滑现象进行研究, 结合店铺基础运营状况与市场需求, 通过与其他平台店铺产品数据进行对比, 运用成本加成定价法调整产品售价, 从产品、定价及推广3 个方面开展店铺运营优化策略分析, 并根据优化策略实施前后开展店铺运营数据对比, 验证其有效性。通过对具体网店运营策略的研究, 旨在为行业内其他企业提供实践经验和成功案例, 帮助相关品牌探索更好的营销策略及推广渠道, 助力保健品品类市场份额的良性增长。
中文关键词:电子商务  天猫国际  进口保健品  运营策略
 
Research on the Operation Strategy of Imported Health Products Based on Tmall International Platform: Take “S” Overseas Flagship Storeas An Example
Abstract:In recent years, due to the increasing attention of consumers to health issues, the market share of health care products on Tmall international platform has gradually increased, and the market competition has become increasingly fierce. The overseas flagship store “S” of Tmall international platform is taken as an example to study its sales decline in January 2023. Based on the basic operation status and market demand of the store, the product data of stores on other platforms are compared, the product price is adjusted by using cost plus pricing method, and the store operation optimization strategy is analyzed from three aspects: product, pricing and promotion. The comparison of store operation data before and after the implementation of the optimization strategy is carried out to verify its effectiveness. Through the study of the specific online shop operation strategy, it aims to provide practical experience and successful cases for other enterprises in the industry, help related brands to explore better marketing strategies and promotion channels, and help the healthy growth of the market share of health care products.
keywords:e-commerce  Tmall global  imported health care products  operation strategy 收
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