电商视域下的购物平台整合营销策略研究——以2024年京东“双十一”购物节整合营销策略为例

Strategies for Integrating the Marketing Mix on E-Commerce Platforms—The Context of JD.com’s 2024 “11.11” Global Shopping Festival

摘要: 本文以2024年京东“双十一”购物节整合营销行为为研究对象，基于整合营销传播(IMC)理论，采用文献研究、案例分析与体验式观察相结合的方法，系统梳理京东在2024年“双十一”购物节期间的线上营销策略，分析其存在的问题并提出优化建议。研究发现，京东通过搜推广告、站内主题会场、CPS引流、直播带货及内容营销构建了多维营销矩阵，但在IMC理论的系统性实施上仍存在短板，主要体现在为搜推广告依赖度过高、站内会场同质化、直播间流量转化效果差、内容营销功利性强及CPS引流用户留存不足等问题。针对这些问题，本文提出构建多渠道协同矩阵、升级场景化体验、优化直播生态、深化内容价值及完善CPS用户留存闭环等策略，以提升京东在“双十一”购物节的整合营销效能，并为电商行业整合营销提供理论参考与实践启示。

Abstract: This paper takes the integrated marketing behavior of JD.com during the 2024 “11.11” shopping festival as the research object. Based on the theory of Integrated Marketing Communication (IMC), it adopts a combination of literature research, case analysis, and experiential observation to systematically sort out JD.com’s online marketing strategies during the 2024 “11.11” shopping festival, analyze the existing problems, and propose optimization suggestions. The research finds that JD.com has built a multi-dimensional marketing matrix through search promotion advertising, in-site theme venues, CPS traffic diversion, live-streaming sales promotion, and content marketing. However, there are still shortcomings in the systematic implementation of the IMC theory, mainly manifested in excessive reliance on search promotion advertising, homogeneity of in-site venues, poor conversion effect of live-streaming traffic, strong utilitarianism in content marketing, and insufficient user retention through CPS traffic diversion. In response to these problems, this paper proposes strategies such as building a multi-channel collaborative matrix, upgrading the scene-based experience, optimizing the live-streaming ecosystem, deepening the value of content, and improving the user retention loop of CPS, to enhance JD.com’s integrated marketing efficiency during the “11.11” shopping festival and provide theoretical references and practical inspirations for the integrated marketing of the e-commerce industry.