Research On Precision Marketing Of Self-supporting Logistics Of B2C E-commerce Enterprises

As we all know, e-commerce can’t go without logistics. In recent years, giant e-commerce enterprises, such as JD Mall, Amazon China and etc., all invest heavily in logistics construction to own the core competitiveness of e-commerce industry, which is logistics. However, these B2C e-commerce enterprises are burdened with heavy investment on logistics construction, hence, some of these B2C e-commerce platforms (hereinafter referred to as platform), like JD Mall and Amazon China, open their marketplace business, and in the meantime open their logistics platform to their future marketplace customers to be a profitable enterprises. Opening logistics platform could help small and medium size sellers solve their development restraint in storage and logistics, and then enhance sellers’loyalty to platform. And also that sellers adopting logistics service of platform can make sure that the terminal consumers have consistently good shopping experience to the most extent, and then enhance terminal consumers’ loyalty to platform. Last but not least, opening logistics platform could help platform share early investment in logistics construction and current high cost of logistics operation, and then reach a scale economy effect and improve gross margin of enterprises. Therefore, B2C e-commerce enterprises who own self-supporting logistics are trying to turn its logistics service into another profitable point.In recent years, precision marketing have found wide application in e-commerce industry, and not lacking in successful cases. But there are limited application researches on the new marketing demand of precision marketing of self-supporting logistics of B2C e-commerce enterprises. Referring to existing researches on precision marketing application in e-commerce industry, this thesis is trying to find a way to build a model of precision marketing of self-supporting logistics of B2C e-commerce enterprises, to provide some guidance and theoretical foundation for their practice and help them reach synergistic effect with sellers, and then make profits through its logistics service.This thesis consists of three parts, including six chapters. From chapter1to chapter3are the first part, which mainly introduces the background and meaning of this thesis and methodology it adopts as well as related precision marketing theories applied, and also analyzes current situation of self-supporting logistics of B2C e-commerce enterprises from the aspects of its influences and existing issues. Chapter4is the second part, which is a detailed case analysis of precision marketing of self-supporting logistics of Amazon China. And the left chapters are the third part of this thesis. It brings about precision marketing model of self-supporting logistics of B2C e-commerce enterprises based on inspiration from case study of precision marketing of self-supporting logistics of Amazon China and forecast its application in future precision marketing practice.