The Research On B2C Mall Marketing Strategy

With the rapid development and popularization of network,communications and information technology,the way people communicate and the way of life has changed dramatically,the Internet as an important part of today's society able to open up new avenues to enhance economic efficiency and effectiveness.Network marketing as a new marketing approach has become an important means to achieve marketing objectives of many companies.Popularity of the Internet for the development of the network of retail industry bring good opportunity,China's B2C mall showed good rapid development trend.This paper studies the B2C mall's marketing strategy.Firstly,introducing the research background,purpose,meaning and content and methods;research methods include literature search,case analysis,SWOT analysis;The second part introduces the theory of network marketing overview,analysis the theory of network marketing,including 4P and 4C theory,the theory of direct marketing,relationship marketing network theory and "soft marketing" theory,and the definition of network marketing,features,impact mode and network marketing to traditional marketing,to provide theoretical support for further research.The third chapter analyzes and summarizes B2C mall marketing status and problems,including the development and B2C network marketing Situation and development trends and prospects,analyzing macro surroundings from network marketing environment and network consumer environment.The fourth chapter,according to the problems of China's B2C online shopping market,give some suggestions for B2C Internet marketing strategy,including the B2C mall brand marketing strategy,tactics of B2C mall site designed,to meet consumer demand as the center of product strategy,competitive advantage pricing strategy,B2C network channel marketing strategy.The fifth chapter,analyzed advantage,weaknesses,opportunities and threats of Tmall and introduced the current development situation and take the marketing strategy,Including Taobao platform as the basis of security policies,customer demand-oriented product and service strategy,Customer satisfaction as the standard price strategy,with supply distribution platform based distribution strategy,Comprehensive promotion featuring promotional strategy,marketing strategy adjustment of B2C e-commerce businesses instructive,which making significance for the adjustment of marketing strategy B2C e-commerce businesses.