电子商务论文——京东商城网站学习.docx

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1、简介Jingdong(JD)isoneoftheleadingintegratednetworkretailenterprisesinChina.Thecompanyadherestothecustomerfirstbusinessphilosophy.Itprovidesahighqualityserviceplatformforsuppliersandvendorsbycontinuousinvestmentandconstructionofthelogistics,technicalandfinancialsystem.Thecompanyiscommittedtobuildahighq

2、ualityonlineportalwhichreliedonbythemajorityofusers,andcreatenewvalueforindustrialchain,economicandsocialdevelopment.Asthewell-knownB2Cmarketplaceforproductsandservices,Jingdongbusinesslinerelatestovariouscategoriessuchaselectronics&computers,office&schoolsupplies,homeappliances,automotive&industria

3、l,home,gardenandtools,sports&outdoors,bags&accessories,etc.JingdongisoneofthelargestonlinedirectsalescompanyinChinaintermsoftransactionvolumewithamarketshareinChinaof54.3%inthesecondquarterof2014,accordingtoiResearch,athird-partymarketresearchfirm.Thecompanybelievethattheyprovideconsumersanenjoyable

4、onlineretailexperience.Throughthecontent-richanduser-friendlywebsiteJDandmobileapplications,itoffersawideselectionofauthenticproductsatcompetitivepriceswhicharedeliveredinaspeedyandreliablemanner.Thecompanyalsoofferconvenientonlineandin-personpaymentoptionsandcomprehensivecustomerservices.Inordertoh

5、avebettercontroloverfulfillmentandtoensurecustomersatisfaction,ithasbuilttheirownnationwidefulfillmentinfrastructureandlast-miledeliverynetwork,staffedbytheirownemployees,whichsupportsbothonlinedirectsalesandonlinemarketplacebusinesses.Jingdonghasestablishedstrongrelationshipswiththeirsuppliersasthe

6、ydeveloptheironlinedirectsalesbusiness.1.everagingourstrengths,theylaunchedtheironlinemarketplacebusinessin2010,whichhasallowedthemtosignificantlyexpandtheirselectionofproductsandservices.历史InJune,1998,jdwasofficiallyestablishedinZhongguancun,China,byagroupofyoungChineseInternetpioneersledbyMr.1.iuQ

7、iangdong.In2013,thenumberofactiveusersreached47.4million,completeordersreach323.3billion.InOctober2011,theworlds100mostvaluablenewInternetcompaniesselectedby“BusinessInsiderwherejingdongmallwasthefourth,becometheonlyoneadmittedtothefirstfiveChinesecompanies.ActuallythefirstnameofthiscompanywasnotJin

8、gdongbut360buy,.InMarch2013,thedomainname4360buy,wasformallyswitchedtoJD.Inaddition,thejingdongmallofficialnamewasreducedtojingdong,.Thenthecompanyreplacethe1.OGO.JD.COM京乐1.京东商摭JD.COM京乐Figure4GoldSupplierandTrustPassontheWebOnMay22,2014,jingdonggroup(nasdaqstockcode:JD)officiallylistedonthenasdaq,pr

9、ice$19,accordingtothiscalculation,jingdongmarketvalueof$26billion,aftertencent,baidu,itbecamethethirdlargestInternetlistedcompaniesinChina.Figure4GoldSupplierandTrustPassontheWebDepartmentstructure：Jingdongverticallyintegratestheinformationdepartment,logisticsdepartmentandsalesdepartment.Intermsoflo

10、gisticsdistribution,JingdongtrytheirbesttousejingdongproprietaryexpresswhichhasalreadycoveredmostpartsofChina.Whentheareasareoutsidethejingdongself-conductinglogisticsscope,theywouldforwardathirdpartyexpress.Jingdonghassetuplogisticsdistributioncentersandwarehousesinseveralpartsofthecountry.Thegoods

11、thatbepurchasedonjdwillbedeliveredbythewarehousewhichisneartothereceivingplace.Thereareseveralmaintypesofjingdongmall:homeappliances,garmentcity,jingdongbulk,jingdongfinance.JDhomeappliancemall-professionaldigitalonlineshoppingmall,includingdigitalproducts,homeappliances,mobilephones,computeraccesso

12、ries,networkproducts,suchasthousandsofkindsofcommoditymarketing,convenient,goodfaithservice,toprovideyoutheenjoyfulonlineshoppingexperience.Figure4JDHomeApplianceMail(Chinese)Figure4ManykindsofElectricalBrandsFigure4JDHomeApplianceMail(English)JDgarmentmall-providingprofessionalmen,s,women,s,underwe

13、ar,mensshoes,womensshoes,outdoorproducts,bags,children,sclothing,jewelryaccessoriesetc.Offeringthelatestquotation,promotionalpictures,reviews,guides,andotherrelevantinformation.Figure4JDGarmentMaliJDbulk-anonlinebulk.Variousofspecialpromotionalitemsaresoldhereeveryday.Itprovidingthelatestlocallifese

14、rviceinformation,includingrestaurantfood,KTV,movieticketsetc.Figure4JDbulkJDfinancemall-comprehensiveInternetserviceplatform,ithasjingdongmattresses,jingdongsilverticket,fund,tickets,insurance,bankfinancing,etc.Withhighyield,flexibleinvestment,thefundssafeguard,itmeansyouaresavingmoneywhenyouspended

15、money.FigureJDFinanceMaliServicePrinciple:Jingdonginsistsfourserviceprinciples:themore,thefaster,thebetter,andthecheaper.Themore,meanstoprovideuserswithone-stopworkstyleshoppingplatformforpurchasingmoregoodsonetime.Thefaster,meansitsself-builtlogisticsprovidesfasterdelivery.Thebetter,meansitadherest

16、otherealthingisreleasedtoensurethequalityofgoods.Thecheaper,meansjingdongrelyonlowcostandhighefficiencytoprovidelowpriceseveryday.战略方针BIlSineSSStrategyAsanonlineretailservicetechnicalmarketingcompany,alsoaB2Clogisticscompany,jingdongmallwillpreparefornewbusinessdevelopmentstrategyfromthethreeways:sa

17、les,operationsandinformations.Itwillalsopromotethesixdevelopmentcore:warehousing,distributionsystemconstruction,informationsystemandafter-salesservice,platformvendorssupport,andmanagementcoredata.Forjingdong,theinfluenceoftheelectroniccommerceisverybigtothetraditionalretailindustry.Itaimsatreducingo

18、peratingcosts,bringingalowpricetoconsumers,letthebrandmanufacturerstoobtainreasonableprofitatthesametime.Finallypromotethebenigndevelopmentoftheindustry,andbringvaluetotheindustrialchain.盈利模式PrOfitModeIonjdI.Costcontrol1. Onlinestoretosave1.abourcostTheinformationsystemresearchedanddevelopmentedinde

19、pendentlybyJingdongmallisaprofitableresourcesinthefuture.Jingdongwilldothecalculationofthespecificsalesdatainthepast,label,clickonthepath,viewed,andresidencetimesaccordingtocertainweightsummary.Bydoingthesethingstheycangettheirconsumptiondatasoastohelpthecompanytojudgetheconsumerdemand.Thisinformati

20、onsystemwillalsoprovideareferenceforjingdongimprovementandextensionofotherserviceinformation,maximumlimitsavemanpowerandmaterialresourcesandcapital,bringmoreandbiggerprofitsforjingdonginthefuture.利用网络平台进行市场营销京东商城利用B2C整合营销传播策略的营销手法，积极开拓多元化的销售渠道，并进行网上追踪销售，相比传统的市场营销手法，网络营销更具有竞争优势，节省本钱的同时，能最大限度的提高传播的覆盖率

21、。2. theuseofnetworkplatformformarketingJingdongusesB2Cmarketingcommunicationstrategytoexplorediversifiedsaleschannelsandonlinetrackingsales.Thenetworkmarketinghasmorecompetitiveadvantagewhencomparedwiththetraditionalmarketingmethods.Onlinemarketingononehandcansavethecost,ontheotherhand,costsavings,a

22、tthesametimecanimprovethespreadofthemaximumcoverage.(3)节省房租由于取用网上商店的经营方式，公司只需要办公原址和仓库，并不需要实体店铺，这样就可以躲避现在日益增长的高额租金，从而减少公司资金周转压力，为低价策略腾出发挥的空间O3. )savetherentDuetothemanagementwayofgettingaccesstoonlinestores,thecompanyonlyneedofficesiteandwarehouse,doesnotneedentityshop,soyoucanavoidnowgrowinghighrent

23、,thusreducingthepressureofcompanycapitalturnoverandmakeroomforlowpricestrategy.II.2、赚取采购价和销售价之间的差价立足微利，毛利率维持在5%左右。京东商城的总裁刘强东预计，到2010年，京东商城的年销售额将会是1()()亿。京东在线销售的产品品类超过30000种，产品价格比线下零售店廉价10%、20%o向产业链上的供货商、终端客户提供更多价值。也通过控制本钱为消费者提供更廉价可靠的产品。III. 3.店中店租金(虚拟店铺出租)京东商城是具有独立法人资格的零售批发型企业，能为各个生产商、代理商、经销商、零售商、专卖

24、店或者其他电子商务网站的优质商户（包括单位和个人）提供电子商务平台一网上商店，同时京东商城会为他们提供完善的供给链管理和协助。京东商城会针对不同的配置收取一定的租金。IV. 4、广告收入目前京东约30%的利润来自广告、品牌促销、首发专场活动等收益。京东商城2008年的广告费为几十万元，而2009年，广告费的收入已超过了1000万元。京东引入商家都是年销售额亿元以上，以保证产品的质量，价格上也相对廉价。至今近80%的主流IT品牌厂商都已经和京东展开直接的合作。相信在未来，京东在这一方面获得的利润会更多，必将在这个平台上独占一块。4、广告收入夏普优爨出击掂，密专域净化器专场欧加龙为你防三高”特愿送

25、京豆内购大牌伙冬特卖楝G5至5折目前京东约30%的利润来自广告、品牌促销、首发专场活动等收益。京东商城2008年的广告费为几十万元，而2009年，广告费的收入已超过了1000万元。京东引入商家都是年销售额亿元以上，以保证产品的质量，价格上也相对廉价。至今近80%的主流IT品牌厂商都已经和京东展开直接的合作。相信在未来，京东在这一方面获得的利润会更多，必将在这个平台上独占一块。配送效劳说明：211限时达当日上午11：00前提交的现货订单（局部城市为上午10点前），当日送达；夜里11：00前提交的现货订单，次日15：00前送达。定时达您在提交订单时，可以在近7天范围内（大家电10天）选择送达日期，

26、我们将按照您选择的日期为您配送。货到付款您所在的区域支持大家电或中小件货到付款效劳。自提自提是京东为方便顾客收货，为顾客提供的一种固定地点提货的模式，顾客在提交订单时，选择“上门自提”，选择离自己最近的提货地点，订单到达自提点后，系统会以短信形式告知顾客；目前所有上门自提效劳均免运费。我们提供多种自提效劳，包括京东自提点、自助提货柜、移动自提车等，均为免运费自提效劳。售后到家京东自营物流覆盖区域和京东授权维修品牌范围内的商品，如出现质量问题，京东为客户提供的一项免费取送、原厂检修的特色体验效劳。免运费59元以上订单免运费，钻石会员39元以上免运费（偏远地区除外），缺乏金额订单收取5元运费。什么

27、是定期送定期送是京东推出的定期自动下单送货的效劳。无需预付款，只需事先指定产品及送货周期、地址等，京东可自动按设定周期系统自动生成订单并送货上门，节省您时间和采购本钱，方便省心。货到付款京东在全国大局部城市中开通了货到付款效劳。查看您是否享受该效劳您可选择现金、PoS机刷卡、支票的方式支付货款：PoS机刷卡：目前仅支持带有银联标识的银行卡，信用卡POS机刷卡消费赠送积分以各银行为准，具体信息请致电发卡行确认。假设您下单时在订单中填写PoS机刷卡，支付时也可换成现金支付。支票支付：需要您将支票内容填写完整且需要款到账前方可送货，北京、上海、成都、沈阳、武汉、广州地区客户可使用此效劳。支票支付详情

28、查询请点击此处其中，京东快递配送时可支持现金、PoS机刷卡、支票支付仅限北京、上海、成都、沈阳、武汉、广州地区）。（具体支付方式您可与为您送货时的配送员联系咨询）1.什么是扫码支付？指用户通过上的京东客户端APP中的【扫一扫】功能或上的扫码APP,扫描根据京东订单生成的二维码或者条形码，通过登陆京东客户端或WAP页面后，跳转到京东支付页面完成付款的支付方式。211限时达：当日上午11：00前提交的现货订单（局部城市为上午10点前），以订单出库完成拣货时间点开始计算，当日送达；夜里11：00前提交的现货订单（以订单出库后完成拣货时间点开始计算），次日15：00前送达。截至2014年6月300,“

29、211限时达”已覆盖全国Ill个区县。次日达：在一定时间点之前提交的现货订单（以订单出库后完成拣货的时间点开始计算），将于次日送达。除“211限时达”效劳外，京东“次日达”效劳还覆盖全国622个区县。极速达：京东为消费者提供的一项个性化付费增值效劳。消费者通过“在线支付方式全额成功付款或“货到付款”方式成功提交订单，并勾选“极速达效劳后，京东会在效劳时间内，3小时将商品送至消费者所留地址。目前，“极速达”业务在北京、上海、广州、成都、武汉、沈阳六个城市提供效劳。夜间配：京东为消费者提供更快速、更便利的一项增值效劳。消费者下单时在日历中选择“19:00-22:00”时段，属“夜间配”效劳范围内的

30、商品，京东会尽可能安排配送员在消费者选定当日晚间19:0022:00送货上门。目前，“夜间配”业务在北京、上海、广州、成都、武汉、沈阳六个城市提供效劳。Distributionservicedescription:211time:before11:00amonspotorderssubmitted(partofthecitybefore10oclockinthemorning),outboundordertocompletethepickingtimestartingpoint,onthedayofdelivery;Spotorderssubmittedbefore11:00atnight(a

31、ftertheoutboundordertocompletethepickingtimestartingpoint),thenextdaydeliverybefore15:00.AsofJune30,2014,limitof21,thenational111countieshavebeencovered.Submittedpriortothenextday:toacertainpointintimethespotorders(aftertheoutboundordertocompletethepickingtimestartingpoint),toreachthenextday.Inaddit

32、iontothelimitof211ServiceJingdongdayservicealsocovers622countiesacrossthecountry.Extremelyvelocity:jingdongpayforconsumerstoprovideapersonalizedvalue-addedservices.Consumersuccessinfullpaymentbywayof,onlinepayment11or,codsuccessfullysubmitorders,andcheckthe,velocity11service,jingdongwillbeintheservi

33、cetime,3hoursleaveaddresswilldelivergoodstoconsumers.Atpresent,thevelocity,businessinBeijing,Shanghai,guangzhou,chengdu,wuhan,shenyangsixcitiestoprovideservices.Nightmatch:jingdongprovideconsumerswithafaster,moreconvenientvalue-addedservices.Consumersorderentryinthecalendartochoose11at19:00to22:00pe

34、riodoftime,isanightsideservicewithinthescopeoftheproduct,jingdongpartwillarrangedeliveryassoonaspossibleintheconsumerchoosetheeveningat19:00to22:00door-to-doordelivery.Atpresent,the11nightwithbusinessinBeijing,Shanghai,guangzhou,chengdu,wuhan,shenyangsixcities.SaftyPaymentWhatmethodsofpaymentareacce

35、pted?WecurrentlyacceptPayPalorCreditorDebitCard(VISA,MasterCard)asamethodofpayment.Weareworkingtowardsacceptingpaymentmethodsinfuture.PleasecheckwithUSsoonforanyfurtherupdates.Weapologizeforanyinconveniencecaused.HowtopayformyordersviaPayPal,etc.?1. Onceyouhavesubmittedyourorder,youwillbetakendirect

36、lytothePayPalwebsitewhereyoucansigninandmakeapaymentforyourorderthroughPayPal.Pleasenoteyouhavea72hourwindowwhereyoumustcompletethisprocess.Alternatively,youcanalsonavigatetoMyAccountMyOrders,clickonyourorderandmakeyourpayment.2. InstructionsforpaymentonCheckoutPageIfyoupaywithPayPalStep1:ChoosePaym

37、entMethod-PayPal.Step2:ClickPaywithMyPayPalaccountandEnteryourPayPalaccountinformationtocompletepayment.,IfyoupayWithCreditorDebitCard(VISA,MasterCard)Step1:ChoosePaymentMethod-CreditorDebitCard.Step2:ClickPaywithadebitorcreditcardandenteryourcardinformationtocompletepayment.HowdoIknowmypaymenthasbe

38、ensuccessful?OnceyouhavepaidforyourorderthroughPayPal,anotificationemailwillbesenttoconfirmyoursuccessfulpayment.Whyispaymentfailedsometimes?Maybepartofyourshippinginformationiswrong.Youneedenterrightshippinginformationtoavoidsomedeliveryproblems.,City,CountryZRegion,StateZProvince,PostCode/Zip,acco

39、rdingly,Country/Region,State/Provinceinformationmustbeoftheoptionsinthelist.,AlltheinformationmustNOTbeabbreviation.HowdoIuseacoupon?Ifyouhaveacouponcode,youareabletouseitwhencompletingyourorder.Onceyouhaveenteredyourcouponcode,click4Check,tovalidatethecodeyouhaveenterediscorrect.Thecoupondiscountam

40、ountshouldbeappliedtoyourorderoncevalidatedinoursystem.Pleasenote:youmayonlyuseonecouponperorder.Returns&RefUnd（返回和退款）ENJDoffersreturnsandrefundsformostitemswithin30daysofreceiptofshipment.MostitemssoldonEN.JDfollowourgeneralreturnsandrefundspolicies.Whenyoureturnanitem,yourrefundandhowyourrefundisi

41、ssuedmaydifferbasedontheconditionoftheitem,howlongyouvehadit,andhowtheitemwaspurchased.TheBenefitofPrimeMembership（成为黄金会员）ExclusiveSeriesPromotionactivitiesOnlyforPrimeExclusivecoupononlyforprimememberInternationalbrandproductswithlowpriceonlyforprimememberExclusivegiftsonlyforprimememberSpecialPost

42、-SalepolicyPriceprotectionwithintwoweeksRefundwithshippingcostiftheitemisnotasdescribedJDaffordtheex-customtaxJDpayshippingcostforyourreturn.HowtoGetPrimeMembershipOneofthebelowsituationscanbeadmittedbyJD:YouraccumulatedsuccessfulpaymentamountsreachUS$499within90calendardays.Youaresharedthequalifica

43、tionofprimebyyourJDPrimeMemberandcompleteavalidorder.YouprovideverificationaccountonFacebookwhichhasfansover88.HowtoMaintainYourPrimeMembershipOneofthebelowsituationscanbeadmittedbyJD:YouraccumulatedsuccessfulpaymentamountsreachUS$199within90calendardaysfromthedayyoubecomeaprimemember.Sharetheprimem

44、embershipwithyour5friendsandtheycompletevalidorderswithin90calendardaysfromthedayyoubecomeaprimemember.Postover15messagerelatedJDwithin90calendardaysfromthedayyoubecomeaprimemember.SupportedsystemBrandSupplier(品牌供给商)100%BrandSupplierClassificationofBrandSupplierOEMBrandManufacture:IndependentBrandre

45、gisteredbythemanufactureswhichhaveprovidedOEMforinternationalBrandformanyyears.OverseaBrandTradingCompany:IndependentBrandregisteredbythemanufactureswhichhaveprovidedOEMforShipping&Delivery(航运和交付)1.WhereWeShipTo?Wecurrentlyshipto78countries/regions,usingtrustedthirdpartycourierservicessuchasUPS,DH1.

46、andEMS.AHproductslistedonoursitecanbeshippedtothecountries/regionslistedbelow,andcostofdeliveryisautomaticallycalculatedatthecheckoutstagebasedonyourshippingmethod,destinationcountry/regionandthecombinedproductweight.Supersaver,RegularandExpressshippingoptionsareavailableandwillbedisplayedwhenyouche

47、ckout.TrackingisalsoavailableonA1.1.ourparcels,soonceyoureceiveadispatchemailfromourwarehouse,youwillbeabletotrackyourparceleverystepoftheway.ThemajorityofitemsinJDsproductcatalog(exceptCellPhone,Tablets)canbeshippedtothefollowingcountries:UnitedStates,Canada,UnitedKingdom,Australia,Russia,France,Ge

48、rmany,Italy,Brazil,Spain,Netherlands,Belgium,Portugal,Switzerland,Mexico,SaudiArabia,NewZealand,Ireland,Turkey,Austria,Sweden,Denmark,Israel,Norway,Singapore,Japan,UnitedArabEmirates,CzechRepublic,Hungary,Chile,SouthAfrica,HongKong,Ukraine,Finland,Poland,Taiwan,Malaysia,Algeria,Argentina,Bulgaria,Colombia,CostaRic,Cyprus,Ecuador,Egypt,Estonia,Greece,Iceland,India,Indonesia,Kazakhstan,Kenya,Korea,Kuwait,1.atvia,1.ithuania,1.uxembourg,Macau,Maldives,Malta,Monaco,Morocco,Nepal,Nigeria,Pakistan,Peru,Philippine,PuertoRico,Qatar,Romania,Serbia,Slovakia,Slovenia,Thailand,