Cace Sttudies Of S Company Zongzi Network Marketing

With the popularity of the Internet and smart phones,E-commerce develops rapidly in China.In 2017,domestic online retail sales exceeded 7 trillion CNY,accounting for 19.6 percent of the country's total retail sales of consumer goods.The e-commerce market has a huge potential and it is growing at a rate of about 30%a year,which is very attractive to FMCG enterprises.E-commerce transactions are not limited by space and region,and have the characteristics of quick flexible,and two-way interaction.It can enhance and promote the marketing of the traditional enterprises,and then increase the competitiveness of the enterprises.FMCG enterprises dabble in e-commerce through platform to set up shop,self-built malls,WeChat marketing,new media communication and so on.However,due to the lack of e-business talents,consumption cognition and network strategy,traditional enterprises are facing huge challenges in testing the network marketing.Based on the company S zongzi network marketing practice case,according to the data analysis of the network marketing activity,using the theory of the STP,this paper systematically expounds the network marketing from product strategy,price strategy,distribution strategy,promotion strategy and communication strategy of five aspects.In this paper,a corporate strategy is emphasized on the role of network marketing strategy,as well as the importance of product differentiation and pricing strategy.It also provides recommendations and methods for the selection of network distribution channels and promotions methods,and how to solve the conflict of Online and Offline.Through the review and analysis of the whole process of S company zongzi network marketing,it is hoped that small and medium-sized enterprises can use it for reference and inspiration.