A Research Of TS Company's Marketing Optimization Strategy Under The Background Of "Internet +"

With the rapid development of information technology,China has made remarkable progress in Internet technology,industry,application and cross-border integration.Since 2015,when the State Council put forward the guiding opinions on actively promoting the "Internet +" action,more and more enterprises are exploring the way of transformation and upgrading of enterprise marketing management mode based on "Internet +".Especially for small and medium-sized start-ups,how to deal with the opportunities and challenges brought by "Internet +" to adapt to increasingly fierce market competition is the urgent problems which need to be solved.This article takes small and medium-sized start-up TS company as the main object of study,investigates the implementation status and existing problems of the company's marketing strategy,and explores its online marketing optimization strategy under the background of "Internet +".The first part is the introduction,which mainly describes the research background and significance,literature review,research content and methods.The second part is the concept definition and theoretical basis,defining the relevant concepts and elaborating the relevant theories.The third part is the analysis of the marketing environment of TS company.By using the PEST method and SWOT tool,we analyze the marketing environment of TS company,identify the possible opportunities and threats brought by the market environment under the background of "Internet +",and evaluate the environment and conditions for TS company to optimize the transformation of network marketing.The fourth part is the analysis of the marketing problems of TS company under the environment of "Internet +".Through the in-depth investigation of the company's marketing status,it analyzes the problems and reasons of the company's pricing mode,product core competitiveness development,channel management,brand promotion strategy and so on.The fifth part is the marketing strategy of TS company based on "Internet +".From the aspects of strengthening pricing management,innovating product structure,improving marketing channels,adjusting business mode and perfecting marketing strategy,TS company's marketing optimization strategy based on "Internet +" is put forward.The sixth part puts forward the implementation and guarantee conditions of TS Company's e-commerce marketing strategy from the aspects of system guarantee,organization guarantee,technology guarantee and talent guarantee.Finally,it is the conclusion and prospect.It summarizes the reference function of this study for small and medium-sized start-ups to implement marketing optimization strategy,and puts forward the direction for further research.