Research On Siwu Electric Group's Marketing Strategy Based On "Internet+"

With the rapid development of economy and "Internet +"technology,in order to adapt to the fierce competition in the market,more and more enterprises are using the new marketing strategy based on "Internet +,"as the transformation and upgrading of management mode.Siwu Electric Group is an electrical industry chain enterprises which designs and manufactures electric complete set,bus bar,cable bridge,electric cabinet,which as an agent and distributor of world renowned electric brands,operates several electric chain store.According to changes in internal and external environment in recent years,the formulation of"Internet+" marketing strategy becomes an important factor for Siwu group to maintain sustainable competitiveness.First of all,with the help of relevant theories such as strategic management theory,"Internet +" marketing theory,consumer behavior theory,this paper elaborates the general situation and the "Internet +" marketing situation of the electrical industry.Secondly,this paper analyzes the external environment of the company by the PEST method,analyzes the external competitive environment of the company by Potter's five forces,analyzes the internal environment of the company from the aspects of organizational structure and human resources,value chain and main business,marketing status and problems,"Internet+" management ability,and "Internet+" marketing hardware capability.Then,by combining the above analysis of internal and external environment,it constructs the "Internet+" marketing SWOT matrix model of Siwu electric group,clarifies the competitive advantages and disadvantages,opportunities and threats,and analyzes one by one.Then,it analyzes the connections between "Internet +" consumer behavior and marketing strategy from four aspects:product and brand strategy,price strategy,channel strategy and advertising strategy.Based on the above analysis,"Internet+",marketing strategy of Siwu electric group's two major business sectors is identified,including WO "Internet+" marketing strategy of Siwu group's own products,SO "Internet+" marketing strategy of Qiansimai'agent and distribution products,and group integrated "Internet+" marketing strategy,after all,it makes plans for these strategies.Finally,this paper puts forward the paths and ways to implement these "Internet+"marketing strategy,form the aspects of upgrading company 'management system,establishment B2B Internet platform,"Internet +"propaganda,big data accurate analysis.Then,it elaborates safeguard measures for implementation of these strategies,on the country macro level and the enterprise micro level.This paper aims to study the marketing strategy of Siwu electric group based on "Internet+" thinking in the current and future 3-5 years,which is of practical significance for the company to formulate the overall development strategy,so as to maintain the company's sustainable competitiveness and tap the new capabilities of the company's informatization,so as to provide some reference for the company's marketing development.