| In recent years, along with China's information technology and network communication technology development, formulate and implement of e-commerce is increasingly valued in the enterprise long-term development planning. Traditional companies in the face of new opportunities but also ushered in a fierce competition. E-commerce marketing for its many advantages such as convenient, efficient, low cost, information sharing, to flourish. In the manufacturing sector represented by the traditional lighting industry, how to seize the opportunity of the new opportunities in e-commerce development, and occupy a place in th e information market? In the wave of e-commerce in the lighting industry, how to establish the company's competitive advantage? Study through e-commerce marketing strategies, to seek healthy and sustainable development approach of the company.In this paper, as Unilumin company for study, conducted a study of its e-commerce marketing strategies. Part I: Description of the background, the theoretical basis of the paper, research to determine the contents and methods. Part II: Using the five forces model, SOW T matrix and other classic tools, analysis Unilumin company's internal and external environment. Part III: For the problems in marketing, put forward suggestions and improvements in several key aspects of this promotion strategy, such as STP positioning strategy, product strategy, pricing strategy, channel strategy. Part IV: To safeguard the implementation of e-commerce platform, primarily to provide protection strategies by corporate culture, organizational structure, human resources, and technology.Based on the company's e-commerce marketing strategies, pay attention to the findings of the feasibility and operability, in order to enhance the company's profitability, and enhance competitiveness. It also provides a practical reference value to the lighting industry, in order to provide valuable lessons to promote the development of LED business e-commerce marketing. |
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