摘要
摘要
国家统计局数据显示，截至2019年末，我国60岁及以上人口约有2.54亿，
占总人口的 18.1%，且呈现继续增长的趋势。 随着智能手机的发展和电子商务
的持续普及，老年电子商务市场机会正在到来。
本文以E 电商公司老年鞋为例，利用PEST 分析模型对E 电商公司老年鞋
的营销环境进行分析和总结，探索E 电商公司老年鞋在电子商务营销中遇到的
问题，通过问卷调查和访谈调查对E 电商公司老年鞋进行电子商务市场营销调
研，收集相关数据，阐述调查结果，分析老年鞋消费群体在电子商务渠道的消费
心理和行为。利用IBM SPSS statistics 软件，进行描述性统计分析、问卷信
度分析和相关性分析。
通过调查研究，本文发现老年鞋市场有三个特点，第一是消费者产品需求呈
现多元化趋势；第二是购物渠道多元化，老年鞋引流思路需要转变；第三是客户
人群细分化，广告投放需要建立人群画像。结合调查结果，本文分析了E电商公
司老年鞋营销现状，发现存在四个问题。第一，产品粗放式增长；第二，定价灵
活性差影响竞争力；第三，市场流量分化带来冲击；第四，促销效果不理想。针
对这些问题，本文以提高产品曝光、激发消费者兴趣、产生购买为路径，结合企
业实际情况，利用4P 理论通过价格、产品、渠道、促销四个方面优化E 电商公
司老年鞋的市场营销策略。
本文的优化策略设计推动了E 电商公司老年鞋营销策略的改变，具有一定
的现实价值。同时本文的研究思路和方法可以为其他电子商务老年用品行业提
供借鉴价值，对自己的公司进行分析研究，探寻适合自己公司发展的运营模式和
营销策略。
关键词： 老年市场；电子商务；营销策略；老年鞋
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华侨大学硕士学位论文
Abstract
According to data from the National Bureau of Statistics, as of the end of 2019,
there were about 254 million people aged 60 and above in my country, accounting for
18.1% of the total population, and showing a trend of continued growth. With the
development of smartphones and the continued popularity of e-commerce, the elderly
e-commerce market opportunities are coming.
This paper takes the elderly shoes of E-commerce company as an example, uses
the PEST analysis model to analyze and summarize the marketing environment of the
elderly shoes of E-commerce company, and explores the problems encountered by the
elderly shoes of E-commerce company in e-commerce marketing.Conduct e-commerce
marketing research on elderly shoes of E-commerce company, collect relevant data,
expound the survey results, and analyze the consumption psychology and behavior of
elderly shoe consumer groups in e-commerce channels. Using IBM SPSS statistics
software,descriptivestatisticalanalysis,questionnairereliabilityanalysisand
correlation analysis were carried out.
Through investigation and research, this paper finds that the elderly shoes market
has three characteristics. The first is that consumer product demand presents a trend of
diversification; the second is the diversification of shopping channels, and the idea of
drainage of elderly shoes needs to be changed; the third is the segmentation of customer
groups, crowd portraits should be established before advertisingbined with the
survey results, this paper analyzes the current situation of the marketing of elderly
shoes in E-commerce company, and finds that there are four problems. First, Lack of
planning for product growth; second, poor pricing flexibility affects competitiveness;
third, the impact of market traffic differentiation; fourth, the promotion effect is not
ideal. In response to these problems, this paper takes the path of increasing product
exposure, stimulating consumer interest, and generating purchases, combined with the
actual situation of the enterprise, using the 4P theory to optimize the marketing strategy
of E-commerce company's elderly shoes through four aspects: price, product, channel,
and promotion.
The optimization strategy design of thispaper promotes the change of the
marketing strategy of the elderly shoes of E-commerce company, which has certain
practical value. At the same time, the research ideas and methods of this paper can
provide reference value for other e-commerce elderly products industry, analyze and
research their own company, and explore the operation mode and marketing strategy
suitable for their own company's development.
Keywords: elderly market; e-commerce; marketing strategy; elderly shoes
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