The Study On Internet Marketing Strategy Optimization Of Guanlian Company

The Internet marketing came into China very late but it has been developing very fast in the help of small and medium-sized enterprises due to its lower barriers,better promotion effect and lower cost.Moreover,the rapid development of Chinese economic brought many opportunities for the development of compressor fields so a lot of new companies got succeed by using Internet marketing methods.But due to the downturn of the global economic development,compressor companies lost into the situation of losing orders and customers,they began to reflect strategy problems in applying Internet marketing,and all of them want to get through the crisis.As one of those small and medium-sized companies,Guanlian which I has been working for many years,began to face the same problem since 2013.So this thesis takes Guanlian as object to study by using approaches of documents searches,data collection and induction,investigation interview etc.to analyze its situation and the current Internet marketing environment of macro and company.After summarizing the SWOT of Guanlian,the thesis proposed systematical and operational Internet marketing optimization solutions in 4Ps of product,price,channel and promotion.Finally,this thesis also provided feasible safeguards to make sure the effective implementation of the solution.Finally,I expect Guanlian can achieve sustainable development in the help of this Internet marketing strategy optimization,and I also hope this study can give some reference for other companies which are facing the same situation as Guanlian.