Electronic Commerce Strategy Research On Huali Group

With the rapid development of the national economy and the irreversible trend of global economic integration,the demand for construction machinery is growing rapidly.After a lot of development,China’s machinery manufacturing industry has stepped out of the country and invested in a broader international market.However,European and American multinational companies such as Caterpillar,Atlas,Case,Vermeer and so on are still the mainstream brands in the global drilling rig market.In the face of strong competitors,besides improving product quality and service quality in an all-round way,enterprises also need to be brave in innovating marketing models and adopting diversified management strategies.In this high-speed development of information age,e-commerce has brought opportunities for upgrading and transformation of China’s drilling rig manufacturing enterprises.By making full use of e-commerce to expand marketing channels,improve the influence of enterprise network brand,and win a lot of market share.Whether e-commerce marketing can effectively promote the development of enterprises depends on the planning and implementation of strategies,because the formulation of strategic objectives and the feasibility and controllability of process execution are one of the criteria to measure the quality of e-commerce.Huali Group has sharpened its sword in the past ten years.E-commerce marketing has brought performance growth to the company and promoted the rapid development of the enterprise.At present,the company adopts a variety of e-commerce marketing channel combination strategy.to promote products and services,including SEO search engine optimization,PPC pay-per-click marketing,B2B e-commerce platform promotion,EDM e-mail marketing,SNS social network marketing and other marketing methods.However,due to the rapid iteration of information technology and the continuous development and change of the environment of drilling rig network marketing,there is still room for improvement of Huali Group’s e-commerce.At present,the weaker aspects of the company’s e-commerce performance are:the weak promotion of the company’s network brand;the solidification of network marketing channels,the weak expansion capacity;the idle information of some customers;the failure to make full use of the advantages of e-commerce to produce.Integration and optimization of resources.Through learning from the scientific research achievements of scholars at home and abroad and combining with the actual situation of Huali Group’s e-commerce marketing,this paper conducts in-depth research by using SWOT matrix and STP analysis,and gives suggestions on optimization strategies and safeguard measures.It is hoped that these suggestions can not only improve the marketing ability of enterprises,but also provide reference for the e-commerce marketing strategies of traditional machinery manufacturing industry.Enter the sustained and healthy development of e-commerce.