Research On Marketing Strategy Of JD Huicai Platform Facing Enterprise Customers

In recent years,the transaction scale of my country’s B2B e-commerce market has been increasing rapidly.In 2012,the transaction scale of my country’s B2B e-commerce market was 6.82 trillion yuan,and in 2016 it has reached 15.26 trillion yuan,with a compound growth rate of 22.30%.With the rapid rise of my country’s B2B e-commerce vertical sector,B2B has penetrated into the upstream and downstream of various industrial chains.The rapid rise of B2B in the vertical sector has brought new "growth power" to my country’s B2B e-commerce market and also promoted my country The rapid development of the entire e-commerce market.By 2020,the transaction scale of my country’s B2B e-commerce market will reach 31.50 trillion yuan,nearly double the size of 2016.At the same time,emerging vertical B2B platforms and comprehensive B2B platforms have jointly seized market space,and market competition has become increasingly fierce.In this context,how to formulate marketing strategies scientifically and effectively and occupy a larger market space has become the focus of B2B e-commerce companies.As a well-known comprehensive e-commerce platform in my country,JD.com relies on its strong logistics infrastructure network and supply chain integration capabilities to launch an exclusive procurement platform for corporate customers—Huicai Platform,providing customers with product pool customization and maintenance,and product inventory management guarantee,Marketing strategy formulation,multiple procurement scenarios,exclusive customer service,interface module customization,JD standard logistics services,so as to improve the procurement efficiency of enterprises and reduce procurement costs.Relying on JD’s own advantages,the Huicai platform has made certain achievements in marketing.As of the end of 2019,the number of JD Huicai’s corporate customers exceeded 7 million.But at the same time,JD Huicai also has many problems in marketing,including the in-depth expansion of offline marketing channels,lagging response to the market,customer relationship management capabilities to be improved,and neglect of the effectiveness evaluation of various marketing activities.The purpose of this article is to analyze the marketing environment,target customers,and marketing strategies of the Jingdong Huicai platform to discover the fundamental reasons that restrict the development of the platform.Relying on marketing related theories and combining with the current business status of Jingdong Huicai platform,we propose an optimization strategy for Huicai platform marketing,which is to increase offline channel development to amplify marketing effects,establish rapid market response mechanisms to enhance resilience,and improve customer relationship management The system enhances customer loyalty,continues to optimize marketing strategies following the principle of benefit first,and puts forward safeguard measures for solutions,that is,optimize marketing organization structure,improve marketing management system,and ensure the implementation of solutions.The innovation of this article mainly lies in the innovation of research perspective.At present,the research on Internet B2B platform marketing by domestic and foreign academic circles mainly focuses on the marketing and promotion of online channels.This paper will focus on the customer relationship management and offline marketing strategies of the JD Huicai platform.The author aims to rely on the research results at home and abroad,combined with the author’s practical experience and the actual situation of the Jingdong Huicai platform,to propose a more scientific and feasible marketing strategy to provide reference and reference for the marketing of the B2B e-commerce platform.