Study On E-Marketing Promoting Strategy For W Tire Co Ltd

With the rapid development of the network information technology and the changes inthe competitive market environment, some tire companies have expanded their own salesbusiness to the Internet platform. The continued rising of the car population in the marketresults in the increased demand for tires in China. The foreign tire brands now lead the marketthrough their many years of experience in marketing precipitation and they have occupiedmore than80%share of the China’s tire market. Nevertheless the production and sales growthrate of most of the domestic tire companies is significantly lower than that of the overallmarket. Limited to the low brand awareness, the poor quality and a small number of terminalchannels, W tire company is unable to quickly expand their sales network and sales volume.As a new marketing mode the network marketing provides an opportunity for the domestictire companies to transform the market structure.The idea of this essay is：Firstly, it conducted the external environment analysis on thenetwork marketing of the tire industry by using the PEST model, Potter model and thecustomer demand research. Secondly, it took W tire company as the object, determined thestrategic direction the company should make in its network marketing through the internalresources analysis and SWOT analysis and located the network marketing of the company byusing STP positioning method. Thirdly, on the theoretical basis of marketing and networkmarketing, it pointed out how the W tire company should choose its network marketingstrategy combination to achieve the brand awareness, reputation and turnover promotion andthe marketing innovation. Finally, it summed up the network marketing strategy combinationof the W tire company which includes network product strategy, network pricing strategy,network channel strategy, network promotion strategy and network customer relationshipstrategy. What’s more, the sales, service and management mode which mixes the traditionalsales network with the internet marketing in the network channel strategy (O2O) is the mostimportant part of the network marketing in tire industry. To ensure W tire company strategyimplementation, also puts forward the corresponding organization guarantee and risk control.Overall, on the study of the concept, characteristics and mode of network marketing, itanalyzed the effect of the network marketing to enterprises, pointed out the strategycombination of network marketing and how to use it to guide the work of the tire companyespecially of the W tire company.