摘要
随着互联网技术的快速发展，电子商务平台已成为现代商业的重要组成部分，其营销策略与品牌建设对企业的竞争力和可持续发展具有深远影响本研究以电子商务平台为研究对象，旨在探讨其营销策略的有效性及品牌建设路径通过文献分析与案例研究相结合的方法，选取国内外典型电商平台作为研究样本，深入剖析其在用户行为引导、数据驱动决策以及多渠道整合传播等方面的实践结果表明，成功的电子商务平台普遍采用精准定位、个性化推荐和社交化互动等策略，同时注重用户体验优化与信任关系建立在此基础上，本研究提出了一种基于全链路营销的品牌建设框架，强调从产品设计到售后服务的全流程价值传递该框架不仅弥补了传统营销理论在数字化场景中的不足，还为企业提供了更具操作性的指导方案研究发现，数据赋能与技术创新是推动电子商务平台营销升级的核心动力，而品牌文化塑造与社会责任履行则成为增强用户粘性和品牌忠诚度的关键因素本研究的主要贡献在于揭示了电子商务平台营销与品牌建设的内在逻辑，并提出了适应新时代需求的理论模型，为相关领域的学术研究与企业实践提供了重要参考
关键词：电子商务平台；营销策略；品牌建设；数据赋能；全链路营销
Abstract
With the rapid development of Internet technology, e-commerce platforms have become a crucial component of modern commerce, and their marketing strategies and brand building significantly influence corporate competitiveness and sustainable development. This study focuses on e-commerce platforms to explore the effectiveness of their marketing strategies and the pathways for brand construction. By integrating literature analysis with case studies, this research selects representative domestic and international e-commerce platforms as samples, conducting an in-depth examination of their practices in guiding user behavior, data-driven decision-making, and multi-channel integrated communication. The findings indicate that successful e-commerce platforms commonly adopt strategies such as precise positioning, personalized recommendations, and social interaction while emphasizing the optimization of user experience and the establishment of trust relationships. Based on these insights, this study proposes a full-chain marketing-based fr amework for brand construction, which highlights the importance of value transmission throughout the entire process from product design to after-sales service. This fr amework not only addresses the limitations of traditional marketing theories in digital scenarios but also provides enterprises with more operational guidance. The study reveals that data empowerment and technological innovation are the core drivers of marketing upgrades for e-commerce platforms, whereas the shaping of brand culture and fulfillment of social responsibility are critical factors in enhancing user retention and brand loyalty. The primary contribution of this research lies in uncovering the intrinsic logic of marketing and brand building for e-commerce platforms and proposing a theoretical model adapted to the demands of the new era, offering significant references for both academic research and business practice in related fields.
Keywords：ECommerce Platform; Marketing Strategy; Brand Building; Data Empowerment; Full Chain Marketing
目 录
摘要 I
Abstract II
一、绪论 1
(一) 电子商务平台营销与品牌建设的背景 1
(二) 研究现状与发展趋势分析 1
(三) 研究方法与技术路线 2
二、营销策略的核心要素分析 2
(一) 数据驱动的精准营销策略 2
(二) 用户体验优化与转化提升 3
(三) 社交媒体在营销中的应用 3
三、品牌建设的关键路径探索 4
(一) 品牌定位与差异化战略 4
(二) 品牌传播与用户信任构建 4
(三) 数字化时代的品牌价值塑造 5
四、营销与品牌协同效应研究 6
(一) 营销策略对品牌建设的影响 6
(二) 品牌建设对营销效果的反哺作用 6
(三) 协同优化的实践路径 7
结 论 8
参考文献 9
