Research On College Marketing Strategy Of LX Company Based On Social E-Commerce Platform

Today,with the rapid development of mobile Internet,information communication channels have been greatly expanded and expanded,and a variety of new marketing and experience models are emerging in an endless stream.The two modules of "social" and "e-commerce" are gradually integrated,forming a new marketing model.Attention,sharing,communication,discussion and other social elements are increasingly used in e-commerce transaction process.Social e-commerce brings together consumers' purchase decision-making process in traditional shopping scenarios,and gathers and completes transactions through social tools and social media.Social e-commerce relies on interpersonal relationship and acquaintance network to achieve fission growth,which reduces the cost of customer acquisition while effectively spreading,and the scale of users also expands rapidly.In the modern society with extremely rich commodity types,the market is continuously refined,and then subdivided,and the vertical subdivided market is constantly divided and challenged to a new degree of refinement.In this environment and background,the market of colleges and universities is vast,and the consumption potential is huge.Because of the particularity of the campus market,it is easy to form word-of-mouth communication,the uniqueness of campus culture,and the less access to the current market products,the clustering crowd market of colleges and universities is of great value both now and in the future.Based on the analysis of marketing strategy selection and STP theory,this paper analyzes the marketing strategy of LX company entering college market from three dimensions of market segmentation,proper market target and market positioning,analyzes its own advantages and disadvantages,threats and development opportunities,and based on the complexity of the internal and external environment of the industry.It is of great significance and value for enterprises to evaluate the marketing strategy of campus clustering group from the perspective of macro and micro environment.The paper also analyzes the market and access opportunities of LX's new strategy of entering social e-commerce platform in college market,which is called "c-circle".It also analyzes the platform strategy of "c-circle" from the perspective of target market and target customers,using different marketing strategies.From the present to the future,we can see whether the construction of supply chain enterprises' own platform has enough significance and value for their overall brand influence and product marketing power in a cluster population.It provides some reference value and significance for other similar enterprises to evaluate and develop social e-commerce platform and pure platform in building marketing strategy of campus clustering crowd.