The Bai Cheng E-commerce Company Marketing Strategy Research

The rapid development of e-commerce has changed our way of thinking and living. The impact on our everyday life is not merely reflected by astronomical business data numbers, but a total re-writing of consumer preferences and patterns. Today virtual shopping centers have become a natural part of our lives, providing almost everything of necessities via online services. A click can bring everything you need. As the E-Age dawns, entrepreneurial management and development have gradually evolved from traditional business mechanisms into new models to lead the e-commerce competition. A company cannot survive in the new economic system if it severs itself from internet and e-business network. Competition has become remarkably intense in the last few years, with increased prices transparency, newcomers rising against established brands fighting for market shares. It is essential to develop a series of marketing strategies customized for the company to comply with the rapidly evolving e-commerce background.This paper targets BETTER&CHANGE LTD, an e-business company as the research object. Based on Market Mix Theory and Market Segmentation Theory as the main theoretical basis, this paper uses literature researching and quantitative analysis combined of similar business/company data information and documentation both domestically and abroad. In detail, this paper uses Michael Porter’s Five-Forces model and the Competition Matrix(CPM) tools to analyze external and internal environments of BETTER&CHANGE systematically; uses SWTO chart tool to analyze the company’s strengths, weaknesses, opportunities and threats; and uses the 4Ps theory to develop the marketing strategy and protective strategy after optimization.This paper focuses on the process of analyzing and customizing a series of effective marketing strategy and protective strategy for BETTER&CHANGE to harness the rapid-growing e-commerce. It aims to improve directional strategies in actual business operations so as to better meet customer needs and enhance customer satisfaction and loyalty, and as a result increase sales, reputation and market competitiveness. The difficulties in preparing this paper were mainly due to the scarcity of relevant information and data, hence the increased workload of context research against lack of comparable references. The e-commerce in the context of corporate marketing strategy is highly differentiated, with most of the data being highly business confidential and not for public knowledge. The collection, research and analysis of such data had become a major complication. However the originality of the paper lies in vertical analysis of operational business structures of the company, which leads to a set of highly customized strategies to optimize four sections of the business, namely products, pricing, distribution and promotion. In summary, the author has identified new opportunities in the market and created an elemental business model to “break through the innovation bottleneck”, which could lay better fundamentals for future development.This paper gives detailed solutions to the existing problems in BETTER&CHANGE’s operations by systematic research and analysis on marketing strategies, providing possibilities for the company to improve itself in product structuring, pricing strategy, promotion mechanism and distribution channels. It helps BETTER&CHANGE to better adapt itself to the evolving e-commerce market through enhanced viability and competitiveness. Meanwhile, marketing strategies developed in this paper may help provide support for the company’s exploration into future business models, while other e-commerce businesses could also benefit, to some extent, from the research and developed strategies in this paper.