電商平臺“三位一體”新型運營模式與優化策略研究

Abstract

淘寶電商平臺建立“三位一體”新型運營模式，主要由於淘寶優勢地位正在面臨挑戰，以電商直播形式為主的新模式開始搶佔市場，淘寶必須做出變革，爭取更好地為消費者服務，讓消費者能夠在淘寶購物始終保持滿意。所謂“三位一體”新型運營模式，就是利用“場”將“人”與“貨”進行連接，建立產品、資料技術、運營“三位一體”新型運營模式，從而確保淘寶在電商市場佔據核心競爭優勢，持續領跑電商市場，並繼續為廣大消費者提供優質服務。 基於此，本文圍繞電商平臺“三位一體”新型運營模式與行銷策略開展研究，以4C理論、網路整合行銷理論為基礎，採取文獻綜述法、問卷調查法、數理統計法等多種方式，深入分析淘寶電商平臺“三位一體”新型運營模式基本情況，探討“三位一體”新型運營模式對商家、店鋪、產品發展、運營技術及資料等相關影響。同時，選擇淘寶中小賣家進行問卷調查，瞭解中小賣家在顧客、成本、便利性、溝通等方面的現狀，最終得出結論：一是淘寶電商平臺“三位一體”模式行銷對消費者偏好瞭解不深；二是淘寶電商平臺“三位一體”模式行銷產品定價策略混亂；三是淘寶電商平臺“三位一體”模式行銷消費便利程度不高；四是淘寶電商平臺“三位一體”模式行銷消費溝通交流不暢。正是由於這些問題存在，導致淘寶電商平臺“三位一體”模式行銷發展受阻，需要構建“三位一體”模式行銷策略，利用優化資料分析技術，深入挖掘消費者潛在偏好、依照消費者需求定價，持續優化定價策略、實施精准行銷廣告推送，提升售後服務效率、提升客服服務品質，依照服務專案評分綜合排名等措施，並借助資金、團隊、文化、管理等保障措施，既為中小賣家發展掃清障礙，也為消費者享受高效便捷消費服務提供支援。

The establishment of a new "three in one" operating model on Taobao's e-commerce platform is mainly due to the challenge of Taobao's advantageous position. The new model, mainly in the form of e-commerce live streaming, is starting to seize the market. Taobao must make changes and strive to better serve consumers, so that consumers can always maintain satisfaction when shopping on Taobao. The so-called "Trinity" new operating model is to use the "market" to connect "people" with "goods", establish a "trinity" new operating model of products, data technology, and operations, thereby ensuring that Taobao occupies a core competitive advantage in the e-commerce market, continues to lead the e-commerce market, and continues to provide high-quality services to consumers. Based on this, this paper focuses on the "trinity" new operation mode and marketing strategy of e-commerce platform. Based on 4C theory and network Integrated marketing communications theory, this paper adopts literature review, questionnaire survey, mathematical statistics and other methods to deeply analyze the basic situation of the "trinity" new operation mode of Taobao e-commerce platform, and explore the impact of the "trinity" new operation mode on the development of businesses, stores and products Operational technology and data related impacts. At the same time, a questionnaire survey was conducted on small and medium-sized sellers on Taobao to understand their current situation in terms of customers, costs, convenience, communication, and other aspects. Finally, the conclusion was drawn: firstly, the "trinity" marketing model on Taobao e-commerce platform did not have a deep understanding of consumer preferences; Second, the "trinity" marketing product Pricing of Taobao e-commerce platform is confused; Thirdly, the "trinity" model of Taobao e-commerce platform has low convenience in marketing and consumption; Fourthly, the "Trinity" model marketing and consumption communication on the Taobao e-commerce platform is not smooth. It is precisely because of these problems that the "trinity" model marketing development of Taobao e-commerce platform is blocked. It is necessary to build a "trinity" model marketing strategy, use optimization data analysis technology, deeply tap consumer potential preferences, price according to consumer demand, continue to optimize Pricing, implement precision marketing advertising, improve after-sales service efficiency, improve customer service quality, By taking measures such as comprehensive ranking based on service project ratings, and utilizing financial, team, cultural, and management safeguards, we not only clear obstacles for the development of small and medium-sized sellers, but also provide support for consumers to enjoy efficient and convenient consumption services.