Research On E-commerce Marketing Strategy In KZ Company

In the generation of economic globalization and informatization,enterprises are facing increasingly fierce competition.To take a dominant position in the competition,enterprises have to adapt to the changes in the environment by adjusting their business strategy.It is not enough to cope with the huge changes from globalization and informatization by only applying the traditional marketing methods.E-Commerce marketing has now become a popular tool being used by more and more enterprises.This essay demonstrates how to evaluate and analyze an enterprise,KZ company,which is applying traditional marketing methods and e-commerce,figure out the existing problems in its marketing application,and give suggestions of e-commerce integrated marketing strategy to further enhance KZ company's competitiveness and profitability.The content includes following aspects:First,the brief of traditional marketing and e-commerce theory.It includes the difference between the two marketing methods and gives the foundation to the following statement.Second,the background of KZ company current marketing status.It contains the KZ company history,product competitiveness position,market segment,e-commerce applications.Thirdly,problems and suggestions.Figure out the existing marketing problem by using SWOT analysis,product portfolio and product life cycle analysis tools to evaluate the marketing status of KZ company and give suggestions of improvements.Finally,adjustment proposal.Provide e-commerce marketing strategy proposal based on the existing problems and business environment which KZ company is facing.The e-commerce marketing strategy is designed to enhance its brand value and sales channel on e-commerce to improve the sales power,enterprise competitiveness,and profitability in KZ company.