Research On Marketing Strategy Of Yihaodian

With the ever increase of the Internet users, the application of mobile and i-Phones in addition to the ever extensive use of mass-media data have been totally entirely changing the outlook of our daily life. At this magical "digital terroir", innumerable novel technologies have been mushrooming, including the big data, cloud computing, SNS platform, keywords interactive systems, etc.This paper intends to take yihaodian as a research object in an attempt to analyze the strengths and weaknesses, the opportunities and the challenges it has to face for the time being. What yihaodian is supposed to do should actually be based on a mature market survey and vast literature reading both at home and abroad. What is more, the analysis of yihaodian in China B2C market helps us to more profoundly identify the external environment, competition and innovation, opportunities and challenges it has to face. The SWOT analysis results have shown that yihaodian should continue to display its advantages in selling imported foods, expand its sales category and even excel itself in supplying home electric appliances. To achieve its goals in the domestic and international market, what it has to do is to provide customers with a better user experience, such as page access speed, easy access to the website, the site search, navigation and description of product details. Moreover, it is also for the store to strengthen its distribution services and after-sales services while trying to increase and expand the import and export exchange channels via the trade media and integrated websites along with its contact with its consumers. Theoretically speaking, yihaodian has to take SIVA theory and network marketing theory as the main theoretical basis of its business strategy. It has also to analyze the PEST aid and five forces model as its supplementary business tools. Thus, we are cherishing boundless wishes to take the above mentioned technological advances to promote the enrichment of the marketing strategy of yihaodian, which can be said to be the primary systematic investigation and summarization of the marketing strategy of the author.