Research On FMCG Marketing Strategies In E-Commerce Age

In E-commerce age, tremendous changes of marketing environment in enterprises are taking place. Marketing strategies should be innovated and improved in the needs of e-commerce development and keep pace with times. Recently, competition among enterprises focuses more on marketing, which determines the success of enterprises. Only they are in the lead of marketing and make it become their core competitiveness can they lead in the fierce competition. Otherwise, it will imperil its survival and development. Fast Moving Consumer Goods(FMCG) is of low threshold which belongs to full competition industry. The habit of FMCG consumers is simple, fast, impulsive and perceptual. E-commerce caters for it. However, at present, marketing of FMCG of E-commerce is low in general, most of the enterprises do not attach importance to the new requirement of e-commerce and it does not turn out to be an ideal results. As to FMCG enterprises, under booming development of e-commerce, how to master the marketing trend, draw up correct marketing strategies and make up for the disadvantages, increase marketing level, and guarantee powerful development in the future have become the main discussion point of enterprises.In this passage, FMCG marketing strategies in e-commerce age is selected in the research, based on ‘introduce, analyze and solve questions’ steps. Make the use of documents, investigation, cases researches, connecting with related theories, refering to data collection in different resources. On the basis of domestic and foreign researches, select FMCG enterprises(specified one) as research target, analyze its marketing strategies, thoughts, technologies etc. deeply and propose related solutions in order to improve effectiveness of enterprise’s marketing strategies. In the passage, firstly, a discussion of research background and meaning, domestic and foreign research status, methods and thoughts, technologies is summarized, Secondly, introduce research theme, demonstrate the importance of research, analyze research status in home and abroad and state methods and route of the essay. Then, a detailed demonstration of related concepts and theories is made, laying a solid foundation on the thesis. Finally, a comprehensive analysis of basic background, marketing environment and problems is made. Under the circumstances, marketing strategies of dairy industry enterprise are proposed.