Research On The Improvement Strategy Of Y Company’s B2C Marketplace A Pparel Business

High technological development such as Internet and stronger wish for better life quality, more consumers are inclined to choose more simple way of shopping- e-commerce. The scale of China’s B2C e-commerce platform has entered a era of sustained and rapid development. Also, through the analysis of information, the growth of return of investment, the realization of measurable marketing effects and the accurate segmentation of capital market, precision marketing mode emerged. Current studies of China’s e-commerce precision marketing mode mainly focus on two aspects:first, lay in the study of marketing strategies of advertising precision marketing channels or CRM of enterprises; second, centre upon precision marketing study of industries which based precision marketing on cable channels and upon adequate planning of precision marketing in the area of book management. But the systematic research in the area of studying appeal industry operation in B2C platform is scant.On the basis of consulting lots of reference, the paper chooses a sub-category (marketplace platform) of e-commerce operation, applies empirical approach, systematic analyses the current situation and underlying problems of Appeal category operation in Y company, proposes key performance indicators of brand new evaluation towards category management. The paper summarizes the development situation of Appeal category management in Y company, puts forward the hidden problems based on real situation, and fully utilizes the abundant databases got from practice and real research. The paper summarizes the overall operation skills of Appeal category management in marketplace platform, through the aspects of Marketplace B2C platform, the consumers, the merchants and the supervise departments and niche targeting the real problems underlying the management of Appeal category in Y company.