所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/7492
译 名：How to digitally operate online stores? Mengniu's JingDong Platform Practice
案例作者：黄劲松，吴裴佳，雷加雨，李健
作者单位：北京航空航天大学
中文摘要：蒙牛低温事业部在京东平台开设店铺以来，一直没有获得很好的发展。此时竞争对手已经在各个电商平台上形成了成熟的运营系统，这给新上任的部门负责人王腾很大的压力。作为以传统渠道销售为主、生命周期短、运输成本高的产品，如何能够在短期内构建一套成功的在线运营体系是王腾面临的主要问题。为此，王腾设计了一套数字化的店铺运营体系，并在不断的实践中加以完善。通过一年多的运营，线上店铺获得了预期的成功，达到京东平台同类型产品榜单前三。随后，王腾准备全面总结过去一年的京东店铺经验，形成一套完整的在线店铺数字化运营知识体系，为今后的实践提供指导……
英文摘要：Mengniu Low Temperature Business Division has not achieved good development since it opened stores on JD platform. At this time, competitors have formed a mature operating system on various e-commerce platforms, which put a lot of pressure on the newly appointed head of the division, Wang Teng. As a product with mainly traditional channel sales, short life cycle and high transportation cost, how to be able to build a successful online operation system in a short period of time was the main problem Wang Teng faced. To this end, Wang Teng designed a set of store digital operation system and improved it in continuous practice. Through more than a year of operation, the online store achieved success, reaching the top three of the same type of product list on the Jingdong platform. Subsequently, Wang Teng is ready to comprehensively summarize the past year's Jingdong store experience and form a complete online store digital operation knowledge system to provide guidance for future practice .......
中文关键词：在线店铺；数字化运营；京东店铺运营；电商；蒙牛；2023百优案例
英文关键词：Online Store; Digital Operation; Jingdong Store Operation; E-Commerce; Mengniu
案例入库时间：2023-09
