The Research On Under The New E-commerce Environmenta (ASD Shanghai)company Marketing Strategy Optimization

With the coming of the communications industry,5 G,promoted has preliminarily formed social form to obtain the further development of the Internet,mobile Internet to mobile Internet,mobile phone industry electricity retail market share increased year by year,in 2018 than in 2017,the capacity of the national market of the 12.67% decline in the background,the online sales account for ratio rose to 25% in 2018,the electricity business channels become an important part of the mobile phone market.With the continuous development and iteration of the e-commerce industry,the business model of the e-commerce retail market is increasingly diversified.The comprehensive e-commerce platform has become a traditional e-commerce,and more new media e-commerce,such as social e-commerce,word-of-mouth e-commerce,vertical e-commerce,and video e-commerce,are flourishing.The channel structure change of mobile phone industry is clear gradually.In this new e-commerce environment,as a channel agent how to adapt and accelerate the development of the industry is facing a common problem.The main reasons for this paper to choose ASD Shanghai company as the research object are as follows: firstly,the problems the company is facing are as follows:(1)the e-commerce market is getting bigger and bigger,accounting for 25% of the mobile phone market capacity in 2018 and continuing to rise.(2)the e-commerce environment is diversified and the operation complexity is improved.(3)at present,e-commerce channels are mainly operated by brand operators,and their position in the industry as a traditional channel provider is challenged.(4)the company did not pay attention to the e-commerce channel in time,and the operation method is single.(1)as a national channel underwriter,aiside has 20 years of experience in channel distribution.As a listed company,ASD has sufficient management and marketing experience and a sound branch system,human resources and financial system in China.(2)company in Shanghai,and Shanghai as an indicator of the mobile phone market,is a very important position for the development of electricity industry,the Shanghai market reforms could change as the national provinces market try thermometer(3)of the Shanghai company performance stability,personnel echelon construction mature and stable channel structure,customer cooperation degree is high,the conditions on the basis of the reform and innovation.This paper mainly USES the method of literature research,comparative analysis and case analysis to study,analyze and summarize the current e-commerce environment and the marketing strategy optimization of ASD Shanghai company.Firstly,this paper analyzes the overall market environment and e-commerce environment in which ASD Shanghai company is located based on the existing data,and points out that if ASD Shanghai company cannot change its current marketing strategy with the rapid change of e-commerce environment,it is likely to be abandoned by the market.Then,in combination with the social environment in which ASD Shanghai company is located,it analyzes from different macro,medium and micro perspectives,and finds various problems that do not match with the current market situation.Finally,this paper proposes some targeted optimization measures for the marketing strategy ofASD Shanghai company in the current e-commerce environment.This paper hopes to explore the law of marketing strategy optimization of other branches in China and find the direction of sustainable development of ASD company by sorting out its marketing strategies in the new e-commerce environment.At the same time,it is also hoped that this research can be used for reference in the marketing strategy optimization of FMCG industry.(1)through literature review,data research and analysis,it is found that in the global scientific and technological development environment,three-dimensional marketing is the only way,the reform and innovation of e-commerce channels is crucial to the sustainable development of ASD Shanghai.(2)through sorting out the marketing strategies of ASD Shanghai company,it is found that ASD Shanghai company has structural problems and operational problems in the operation of e-commerce channels.(3)to formulate the marketing strategy optimization plan of ASD Shanghai company in the new e-commerce environment,and solve the problems of unreasonable products,deviated marketing strategies,mismatched marketing and unprofessional personnel.(4)implement the supporting measures to optimize the marketing strategy of ASD Shanghai company to ensure the smooth completion of the reform.(5)ASD shall fully study ASD's reform experience of success or failure in marketing strategy optimization in Shanghai,so as to equip the enterprise with the comprehensive ability of e-commerce channel distribution and traditional channel distribution,and lay a foundation for becoming an e-commerce channel distribution expert in the future.(6)in the red market of mobile phone distribution industry,ASD and Shanghai company still have room for development.Through innovation in product,market promotion,promotion and marketing,they can constantly surpass themselves,find new blue ocean space and realize sustainable development of the enterprise.This paper,for the first time,analyzes the optimization of marketing strategy of ASD Shanghai company from the perspective of industrial chain division and cooperation and professional team operation,and puts the reform and management of e-commerce channels on the strategic level.This paper combines traditional channel distributors and e-commerce channels in the mobile phone industry,which is forward-looking and pioneering,and has a strong reference value for the mobile phone industry and even for the transformation of traditional brands and the development of FMCG industry.