Research On Optimization And Implementation Of Truelove Group Electricity Supplier Marketing Strategy

In recent years,electronic commerce has grown by leaps and bound s domestically with 2016 annual sales of the entire network in the electronic commerce field beyond RMB 20 trillion yuan.With technological developments of smartphones and applications of mobile internet,online shopping,individualized marketing and other electronic commerce marketing scenes have been more and more widespread,becoming indispensable consumption channels for consumers in daily life.Therefore,electronic commerce marketing operations are playing more and more important roles in the sales process of enterprises.It has become an increasingly significant task for traditional enterprises to find out appropriate electronic commerce marketing strategies to expand market shares and win recognition of consumers.Ever since 2012,"Three Squirrels","Be&Cheery","Bestore" and other internet brands of nuts and snacks have risen rapidly.Among them,"Three Squirrels",with 2016 annual sales of all electro niccommerce channels beyond RMB 5 billion yuan,has also turned into an internet snacks brand enterprise to emulate in the industry.On the contrary,Anhui Truelove Investment Group,a leading company in the traditional field of roasted seeds and nuts,used to be a corporate champion in the nuts field nationwide.Its annual sales has shrunk year by year since 2008 with 2016 annual sales of RMB 270 million yuan dropping from RMB 700 million yuan in 2007.Anhui Truelove Investment Group has not achieved satisfactory progress in electronic commerce operations over the years.Its sales volume remains in the stage of"middle and small-sized sellers",which cannot contribute to profits of the Group.Based on market researches and observations on Anhui Truelove Investment Group,this article arranges and summarizes development proce sses and current operation situations of its electronic commerce mark eting operations,analyzes identified problems in the implementation process of electronic commerce marketing strategies,finds out crucia 1 reasons for electronic commerce marketing strategies of Anhui Truelove Investment Group,and accordingly comes up with optimal designs of marketing strategies.Optimization of electronic commerce marketing strategies takes corporate strategies,tactics and values,three dimensions in Kotler's marketing strategy triangle model,as core frame works,and selects market positioning,differentiated marketing and brand value as three cores of optimization of electronic commerce marketing strategies for Anhui Truelove Investment Group among nine elements of market segmentation,target market,market positioning,differ entiation,marketing mix,sales,brand,service and process.Then,it disassembles market positioning,differentiated marketing,brand value and other strategies in the strategy implementation process from a spects of product,price,channel,sales promotion and personnel mana gement,elaborates specific strategy implementations to put every core strategy on a firm footing,and finally accomplishes feasible implementation strategies of electronic commerce marketing.For the past few years,categories of nuts and snacks have achiev ed rapidest developments with strong representative in the electronic commerce marketing field.Anhui Truelove Investment Group serves as a representative for traditional enterprises.As the significance of this article,analyzing and optimizing electronic commerce marketing strategies of Anhui Truelove Investment Group also has demonstration effects and great influences for traditional enterprises on optimizat ion of electronic commerce marketing strategies.