【作者】 张耀荔； 谢广营； 陈静；

【Author】 ZHANG Yaoli, XIE Guangying, CHEN Jing (Beijing Wuzi University, Beijing, 101149, China)

【机构】 北京物资学院；

【摘要】 文章首先介绍了我国网络购物市场的发展现状,根据数据指出我国网络购物市场发展迅速且潜力巨大,然后分析了网络购物快递企业营销不足且客户不满意现象,认为积极开展营销活动队网络购物快递企业有着重要影响,提出根据服务营销理论中的经典7P理论,从产品、定价、分销、促销、人员、有形展示和服务过程7个方面对网络购物快递企业应当如何开展营销展开研究,并提出了具体的改进措施,以期为网络购物中的快递企业实施新的营销策略、改进营销服务质量提供意见和参考。更多还原

【Abstract】 This paper introduced the current situation of online shopping first, finds that online shopping market develops fast and has a huge potential. Then this paper analyzes the phenomenon of lacking of marketing and dissatisfaction in express enterprises marketing, and gets the conclusion that Marketing is significant to online shopping express enterprises. Finally, this paper proposes to improve online shopping express enterprises’ marketing through products, price, place, promotion, personnel, physical evidence and process. This paper may provide some suggestions for online shopping enterprises to implement new marketing strategy and improve their marketing.更多还原