The Research Of On-Line Marketing Strategy For Twins Company

Twins Company is a company engaged in on-line marketing of female underwear. As a small company, Twins is a newer in underwear's trade. In the course of on-line marketing, though Twins has tried its best to develop, for the lack of long time layout, it has engendered a series of problems. For example, product position is not definite, it causes the competitive advantage unobvious; Target market is not clear, it makes the company burden heavy; the customer is lack of product's allegiance, custom's relation hasn't well be proved; the on-line service is not personality, the design of website is simple, on-line investigation is scared; the environment of logistics is not ideal etc. This thesis exerts some MBA knowledge, using on-line marketing basic and experience, clothing marketing and custom relation management, researches these problems and expounds efficient strategy.Firstly, the thesis expounds the Twins Company itself condition and product's marketing condition, analyses its on-line marketing environment, CRM (including customer's character, customers' sales, customer's incentive and logistics service etc). It points out the causes of Twins Company's problems in on-line marketing. And then, it carries out the market segmentation, chooses the target market, makes clear the product's position and obtains the company's competitive advantages. Twins Company's main product is female bra. In order to show the character of female product and express the company special care for female customers, it positions the product's brand "Twins— familiar old acquaintance". Abased on the analysis of Twins company product, customer and service, the thesis finds out the on-line market strategy, which is quite fit for Twins Company underwear's marketing strategy, and on-line customer service strategy.