互联网背景下企业营销策略分析——以京东和腾讯战略联盟为例

An Analysis of Enterprise Marketing Strategy under the Background of Internet—Taking the Strategic Alliance between Jingdong and Tencent as an Example

摘要: 随着互联网技术的发展和经济全球化进程的展开，世界范围内各个行业的竞争不断加剧，市场营销的宏观背景和微观环境也在不断变化，单打独斗已经不能够让企业在竞争中安然自处，有越来越多的企业选择通过建立战略联盟来增加竞争力。合适的战略联盟关系可以实现资源交换、取长补短、多元化经营等目标，这对于企业竞争力的培育、挖掘新的业绩增长点有至关重要的作用。本文通过梳理京东与腾讯建立战略联盟的案例，对腾讯和京东的营销策略创新进行分析，并得出了启示，可以为更多想要通过建立战略联盟创新营销策略、提升核心竞争力的企业提供借鉴。

Abstract: With the development of Internet technology and the process of economic globalization, the competition in various industries around the world is increasingly intensified, and the macro background and micro environment of marketing are also constantly changing. Going it alone can no longer make enterprises secure in the competition, so more and more enterprises choose to increase their competitiveness by establishing strategic alliances. The appropriate strategic alliance relationship can realize the goals of resource exchange, learning from each other’s strengths and diversified operation, which plays a vital role in the cultivation of enterprise competitiveness and the mining of new performance growth points. By sorting out the cases of the establishment of strategic alliance between Jingdong and Tencent, this paper analyzes the marketing strategy innovation of Tencent and Jingdong, and obtains the enlightenment, which can provide reference for more enterprises that want to innovate marketing strategy and enhance core competitiveness through the establishment of strategic alliance.