Research On The Marketing Strategy Optimization Of The Giftport Company

Local products with regional characteristics,to a certain extent,it is difficult to tourists to know or to understand.Develop special local products can effectively promote the region's revenue,increase financial,the local government specialty awareness,to further accelerate the development of tourism industry and economic.The marketing of local specialty is use the resources of various to guide the industry to gather development,improve product's quality and competitive,and promote the development of the specialty industry;Along with the development of the Internet,consumers can through Taobao,Tmall,Jingdong,WeChat and Weibo anytime and anywhere to enjoy the fun of shopping,special local network marketing became the new trend,and injected fresh energy to the local specialty,it breaks through the bottleneck of regional sales of specialty,solves the problem of time and space,the transmission medium,the broader information communication more convenient,and more reveal human nature than traditional marketing way,pay more attention to the consumer shopping experience.Giftport Company's "e-commerce + airport pick-up" win the national first business model,it has strong background in state-owned enterprises,can clever combination of o airport resources,to achieve a new way of tourism shopping.At the same time,it also introduces a new problem,the advantages and disadvantages of the new business model,the problem of reproducibility and how to achieve long-term development.This paper mainly study the marketing strategy of Giftport company,enterprise how to extract bigger market,how to make the higher market competitiveness in the fierce competition.Giftport company's marketing strategy will be conducive to the commodities market of Xiamen,to improve the tourism quality of Xiamen,to provide certain reference significance for other local special products development,to further enrich the theory of network marketing strategy.This paper is based on study the literature and the related theoretical knowledge,understand and grasp the concept of local specialty,specialty industry segment and consumption characteristics,analysis the characteristic of the electricity's specialty and present situation,combine case analysis method and interview method to analysis the company's marketing strategy,point out there are too much problem of Giftport company,such as too much the same category and brand product,creative product development bad than expected,the product's price is lower than the market average,the limited space of profit,unbalanced development between sites,suffer expansion strategy,category as sales promotion,brand problems such as adverse competition,finally through the interview method combined with STP analysis tools,aiming at the existing problem of Giftport company,put forward opinions and suggestions of marketing strategy optimization,point out the Giftport company should do well in the following efforts:the depth of tapping set differentiated products,creating the most innovative,attaching great importance to the private customers,vigorously explore secondary marketing,strengthen the local specialty market,form a group of industrial linkage,unified control product price,the overall planning promotional activities.