Research On Improvement Of Badminton Products Network Marketing In Hunan Province

At present,China's online shopping market keep a stead and fast gr owth trend,until June 2016,the members of Chinese online shopping u sers up to 448 million?More and more people are coming to agree with t he network marketing,because of its features like personalized marketin g,customer oriented,paying attention to customer needs,which are p retty fast and convenient for customers.But due to the network marketin g in China starts late,sporting goods enterprises in network marketing,l ack of mature and effective theoretical basis to guide the choice of networ k marketing strategy and channel construction,caused part of the enterpr ise's product information network update not in time,and can't quickly g rasp the consumer trend,what's more,the combination of the network m arketing and traditional marketing channels,direct marketing channel co nflict,and consumers who suspect the safety of online transactions,ma king the network marketing channel 1s faced with many problems OIn the process of research in this paper adopted the literature materia 1 method,expert interview method,questionnaire investigation,logic a nalysis,mathematical statistics and other research methods,the concept of network marketing,network marketing,sports goods,on the basis of network marketing research review,from HuNan province badminton su pplies network marketing methods,badminton supplies network marketi ng strategy of HuNan province,HuNan province badminton supplies net work marketing analysis of the customer group,in HuNan province bad minton supplies the problems existing in the network marketing and other aspects,and puts forward the badminton supplies the optimization of the network marketing strategy of hunan province,the results are listed as fo llows:1.Hunan province badminton supplies customer group characteristics of the network marketing is the age concentrated in 17-35,degree generally higher,more for bachelor degree or above,generally high monthly income;Current customers consumer behavior focuses on shoes clothes and utensils,payment to mainly third-party payment.2.Hunan province badminton supplies network marketing strategy mainly includes customer strategy,cost strategy,convenience strategy 3 kinds.Consumer strategy mainly affect cognition,by influencing the demand information search,mainly through sales promotion cost strategy,return the vouchers,convenient strategy mainly through the buying process,payment to guide consumers to buy.3 at present,in the network marketing service,badminton supplies enterprise network marketing in hunan province overall higher percentage of praise,enterprises get bad review of the main reason is that the product quality,product innovation,product after-sales service three aspects.4 in hunan province badminton supplies network marketing methods mainly include the microblogging marketing,WeChat marketing,network marketing,email marketing,e-commerce platform mode five forms.Is the main way and the current mode of B2B and B2C e-commerce platform in two ways,set up the e-commerce platform with other link between businesses and consumers,product information release,the realization of the trading process,note issue and so on.5 badminton products of hunan province,the problems existing in the network marketing is mainly market positioning and segmentation problem,online channel conflict problems of the old,marketing strategy,a waste of corporate resources,the marketing way to repeat,not form a brand,the service needs to be strengthened,the product needs to be innovative,media promotion resources need to be integrated,badminton supplies network and the traditional marketing channel conflict.According to the Hunan province badminton supplies network marke ting,the 4R marketing theory,relevance strategy optimization(provided to meet consumer demand for badminton products,establish a good bran d image),optimization of reaction strategy(the establishment of database system and respond to consumers through employee loyalty),relationshi p strategy optimization and return strategy optimization.Put forward the optimization measures and build badminton supplies network marketing b rand,strengthen the badminton supplies network marketing of the "iron t riangle" etc.