The E-commerce Marketing Strategy Research Of Liming Heavy Industry

With the rapid development of global economy, demand for mining machinery skyrockets, however, world-class international groups, such as Sandvik, Metso and Caterpillar, still occupy the mainstream market of global mining machinery. High quality products, all-around service and diversified marketing are essential parts to stand out in the fierce competitive market. In modern times, internet is ubiquitous, so E-commerce marketing undoubtedly offers opportunities for domestic mining machinery enterprises. E-commerce marketing patterns are utilized to display corporate image, promote enterprise products, expand marketing channels and promote online transaction, thereby improving enterprise competitiveness as well as occupying commanding height.With ten years exploration, Liming Heavy Industry achieves fruitful results in E-commerce marketing, which has made an important contribution to the rapid development of the company in recent years. Currently, the E-commerce marketing patterns of Liming Heavy Industry are mainly as follows:Channel marketing, E-mail direct marketing (EDM), social networking services (SNS), pay-per-click marketing (PPC), brand marketing, search engine optimization (SEO) and information marketing, etc. However, the advantages of E-commerce are not fully utilized due to the following issues:firstly, brands promotion proves weak in international Electronic Commerce; secondly, the collected customer information disconnect with product research; finally, the marketing channels are fixed, and micromarketings are not deeply used. Therefore, this thesis systematizes and optimizes already existed or unsystematic E-commerce marketing strategies of Liming Heavy industry from the perspective of brand, product, channel, service and so on. Specific solutions are as follows:firstly, maintaining traditional brands delivering, network brands establishing, big brands implement; secondly, products customization, new products research and development, products improvement; thirdly, website optimization, deepening microblog marketing, launching wechat marketing; finally, personalized service, one package service, fine service and so on. Through the guarantee of fund, talents and management, ensure the full play of marketing strategies. These solutions are proposed to strengthen the company’s marketing ability, popularity and market share, creating considerable economic profit for the company, meanwhile, for peer enterprises who are hesitant currently, offering a brand new marketing perspective to break through the shackles of traditional marketing, for peer enterprises who are at initial stage of E-commerce marketing, providing reference and help, finally realizing joint development of the whole industry.The innovation of this thesis lies in the feasible marketing strategies and practical optimized suggestions based on the actual conditions of the company, instead of being trapped in a certain marketing theory. In the meantime, this thesis positions its perspective on mining machinery industry where E-commerce marketing is still in the growth period, making the marketing strategies not only suit for the specific character of Liming Heavy Industry, but also reflect the commonness of marketing in the whole industry.