The Research Of Network Marketing Strategy For Y Company Based On Tmall Platform

With the development of network technology,online shopping has become an indispensable section of our life.By the end of 2016,the scale of B2C network retail transaction has reached nearly to 3 trillion,with year-on-year growth of 36%,accounts for 55.13%in China.Among them,Tmall occupies the 57.5%market share.And the number of Tmall stores has risen from about 90 thousand in 2013 to more than 150 thousand at present,the competition is more and more vigorous.Besides,based on its strong market share and massive users,Tmall charges for technical services,advertising revenue,keywords bidding and software services etc.Among its operators,20%will make a profit,60%would level off and 20%should be eliminated.Therefore,how to formulate a scientific and effective marketing strategy in order to stand out in the fierce competition is the project which Tmall's operators must confront.Our article is viewed on the above background,through sort out and summarize the relevant literature about marketing strategy on the Internet,combined with the current situations of small and medium-sized enterprises use Tmall to develop electronic commerce,as traditional lighting manufacturer Y an example and with PEST,SWOT analytical tools.We mainly focus on some practical problems in its Tmall flagship store marketing process,put forward the targeted strategies and solutions from STP,store design,product planning,product pricing,marketing,customer service and other aspects.The conclusion of our paper is as following,based on user segmentation and value orientation,providing diverse lighting products for different customers;adopting the same design style,highlight the brand image,refining product classification and description;giving priority to popular modern simplicity style lamps,highlight the product quality and cost-effective.Select some cheaper,cost-effective lamps and lanterns,and use advantageous resources for promotion,build them into hugely popular quickly to drive the sales of entire store product.Following the "customer is God" service concept,set up the complete customer service system covering pre-sales,sales,after-sales service in all aspects.While taking reasonable network marketing strategy,we should apply perfect system,sufficient financial support and excellent efficient team to ensuring the implement of network marketing strategy.The research results of our paper not only provide practical guidance for Y company to carry out active and effective market development activities,but also some valuable reference for the medium and small enterprises to make better use of Tmall platform.