The Study Of E-commerce Marketing Case For A Company

Along with internet application becomes popularity, it is estimated that 3 billion population is using internet globally. And the figure is still increasing. Such large user population develops various internet platform, which also push E-commerce economy to be born and develop.The Chinese government definitely proposes "Internet+" Programme to push the traditional industries to use E-commerce, thus realize the traditional industries develop forward. As a traditional industry how to use E-commerce to develop itself. Some of companies have already began to make an attempt. They invest hardware and software to automatic update and improve efficiency. Or make marketing promotion through E-commerce platform.A company as a complete-set equipment manufacturer, because economic crisis causes the marketing demand decrease and competition become fierce, A company faces product upgrade or more marketing space to survive. Therefore, A company adopted E-commerce platform to expand bigger marketing space. Their sales process is complicated as the product are complete set equipment. A company choose E-commerce model of on-line promotion and off-line close deal.They attempted E-commerce since from 2009, and established E-commerce department in the end of 2010 to officially start E-commerce, the investment for commercial and staff each year from less than RMB 100 thousand to around RMB 1.8 million till now, and they get order amount each year from less than RMB 900 thousand to around RMB 50 million by now. The E-commence application brings A company new business growth, especially in the condition of global economy severe and domestic sales decrease, A company realize sales increase in the weak condition and maintain company grow healthily. After explored in the 6 years, although their E-commerce team is getting mature, the efficiency of sales process improves a lot, cost of sales has some reduction, and get some achievements, they also face some problems such as service concept and company efficiency can't meet the fast develop of E-commerce, the team operation and innovation ability are not enough etc.Therefore this article uses E-commerce sales of A company as study case, analyze the reason of using E-commerce for marketing, and use PEST analysis, Five Forces Model analysis, Value Chain analysis etc, through which propose some suggestions and space improvement for A company, also it can be reference for other companies in the same industry.