Research On Online Marketing Strategy Of TL Company Central Air Conditioning Products

With the continuous convergence of China's "Internet +" industry and the rapid development of e-commerce,B2 C electric business companies continue to promote the sales of new products on the Internet,and mainly promote the mobile end of shopping mode.TL Company is an e-commerce company that carries out on-line marketing of central air conditioning.The sales of central air conditioning depends on after-sales service system,mainly through off-line channels.The on-line sales of this category have risen and developed rapidly in recent two years.TL Company has seized the opportunity to obtain rapid growth.With the change of on-line marketing environment of central air conditioning,the strategic status quo of TL Company is insufficient to support its continuous development,a series of problems have appeared,such as sales performance skeleton,rising sales costs and so on.By analyzing the external macro environment and internal conditions of central air conditioning network marketing,this article finds that on the one hand,the national policy continues to expand domestic demand and promote the development of on-line shopping,which has a better network marketing environment.On the other hand,the construction of new urbanization is speeding up.The growth of residents' consumption ability leads to the upgrading of consumption.The central air-conditioning continues to grow on the basis of low permeability,and the market prospects are broad.In addition,according to the analysis results of TL company's history,resources,capabilities and core expertise,combined with the analysis results of on-line consumer behavior in central air-conditioning,we find the market segmentation and market positioning suitable for TL company,and finally choose and determine a new development strategy,namely SO strategy,to take advantage of market development opportunities to take a differentiated development strategy and expand the market.Five strategies and five safeguards are put forward for the implementation of the strategy.The purpose of this article is to help TL company clarify the development direction of on-line marketing of central air-conditioning products.At the same time,the content and model of this article can provide reference for similar on-line marketing companies or e-commence startup company.