Research On The Improvement Of E-commerce Marketing Strategy Of LOP Jewelry Company

The development of e-commerce is a trend which cannot be halted.Many traditional companies were rushing into online business,.In November 11,2016,Taobao.com’s 11.11 Shopping Carnival’ total turnover exceeded 120 billion 700 million,a new record was born.In the power of e-commerce’s quik development,Jewelry has maintained a strong momentum development as a high value,high demand category.But the jewelry e-commerce’s development is not completely full as the jewelry industry in China.The e-commerce part accounted for the entire jewelry retail industry is still very low.As a new comer to the jewelry market,faced with important strategic and tactical choice of how to get a space for LOP company in a competitive market with appropriate strategy,the author finally through the Tahiti Black Pearl in this market segment in the choice of fine segmentation strategy,establishing the advantage of the market.LOP company hope that through thinking and analysising the implementation of the marketing idea to the actual operation of specific projects,LOP can share some experiences with more people in this paper.With the combination of theory and practice,LOP company fullfilled the e-commerce marketing strategy optimization path analysising.The first chapter introduces the research background and research questions.It also introduces the contents and methods of the research,especially the sources of the data.This paper focuses on the use of LOP company’s e-commerce platform data to conduct practical research.In the second chapter,this part summarizes the research literature on the marketing planning of jewelry e-commerce in recent years,and makes a theoretical overview of the core concepts and the research status of marketing strategy in the field of e-commerce.In the third chapter,this part introduces the situation of LOP company,especially the details with LOPcompany of pearl industry,using a variety of analytical methods,introduces the current situation and problems of the marketing strategy of LOP company.The fourth chapter,through the analysis of consumers,on the one hand through the network investigation of LOP company’s potential customers,on the other hand with the Pearl online shopping survey of consumer behavior,the ultimate combination of business data of LOP company’s own customers,to tease out the optimal path of e-commerce marketing strategy of LOP company,to seize the optimization as a breakthrough point of the core from luxury property of LOP company,and further through the decomposition of 4P marketing factors,the LOP e-commerce marketing strategy optimization path analysis finally fullfilled.In the fifth chapter,this part gives the specific implementation recommendations through the LOP e-commerce marketing strategy of the core ideas,combined with 4P factors.Finally,the author makes a rational analysis of the problems in this process of reasearch.In the process of writing,the author mainly adopts the method of qualitative analysis and quantitative analysis,literature research,empirical interviews and other research methods,on the one hand,LOP company’s business data and business platform based on big data,on the other hand,a questionnaire survey is conducted on the LOP company customer orientation,to obtain the effective supplement investigation data.Finally,the paper draws the conclusion that LOP company needs to grasp the luxury characteristics of jewelry goods to carry on the optimization of e-commerce marketing strategy.