TW Marketing Strategy E-commerce Background

E-commerce raised quickly in21st century, Enterprise management and development of more and more dependent on the network environment, It will be difficult for enterprises to survive and grow in today’s competitive economic market if completely out of the network away from the e-commerce environment. TW is a large communications equipment manufacture, it encountered in bottleneck recent years after its fast growing in the first few years, and the reason is its not keeping up with the development of electronic commerce in its enterprise business environment, lead to the weakening of the enterprise market position and marketing capabilities decline. This paper will take TW as the research object for the study of the contents of e-commerce marketing strategy adjustment, to explore the problems and shortcomings of the TW company’s current marketing efforts exist, and based on e-commerce, marketing and management theory, help TW company to build a marketing strategy in line with the e-commerce environment, so as to enhance the company’s competitiveness in the market.Firstly, this paper will understand the current domestic and international e-commerce and marketing management integrated Research status through in-depth study and research on domestic and international e-commerce, marketing and management theory; Then analysis TW Company’s internal and external environment to identify the problems exist in marketing management and e-commerce applications; Finally, according to TW company’s problems, we developed a marketing strategy in line with the actual situation of the company’s e-commerce context combined with the theoretical basis and expert advice, so as to enhance the the TW viability and competitiveness.