The Marketing Management Of "Shandan" Online Adverting Trading Platform

With the arrival of the era of "Internet+" the mobilization process of advertising is growing increasingly prominent.The rapid development of mobile Internet is shifting people's information and consumption pattern toward mobile Internet field,and it has also brought a huge development space for online trading platform.Nowadays,the industry's demand for the way and process of advertising service keeps changing;the traditional deal pattern of advertiser companies already can't satisfy the trend of individuation and personification of advertisers in marketing in the era of Internet."Shandan" online trading platform is developed by Zhongguang Tuopu(Beijing)Advertising Media and it will be officially launched in June 2018."Shandan " APP is a B2B and B2C advertising resources integration platform based on the geographical location,users can find the service company and media resources that they need through the "Shandan" APP quickly.Firstly,this paper expounds the research background and significance of online trading platform of ads and the present development situation of electronic commerce at home and abroad.It summarizes the research contents and methods,lists the main innovation points,thoroughly analyzes the development of China's advertising online trading platform,sums up the difference between "Shandan"APP and other products of the same type and puts forward the problems of "Shandan" in the process of marketing.Secondly,through the analysis of the macro environment of "Shandan" APP,it concludes the opportunities and threats of "Shandan"in the online advertising market,and through the analysis of micro environment,it concludes the advantages and disadvantages of "Shandan"APP and determines the marketing strategy of"Shandan" online trading platform.Then through the STP strategy,it explores the market positioning of "Shandan" APP,concludes the 4P marketing strategy after analysis and puts forward the relevant implement security of marketing strategy.Finally,it puts forward suggestions for "Shandan" APP marketing and summarizes the research conclusion and the shortcoming and prospect of research.Through analysis,it is not hard to see that the key part for the marketing of"Shandan" APP is the way of promotion and strength.Since "Shandan" APP is a new product and it is not well-known by the customers,the operation team should expand the online and offline promotion scope and strength,making more target users know this product,arouse their interest to download.The operation team needs to continuously optimize and improve the function of the APP according to user needs,maintain a good communication with the users so that the users can be reliant to "Shandan" APP and use it for a long term.In this way the retention rate of the users can be developed.Another important marketing strategy is to satisfy the user demand.Only by improving the customer's satisfaction level,it is possible to achieve more occupancy rate in the advertising APP market so as to gain more advantage in the market competition and bring "Shandan" a better development in the future.Hope that this paper can be a reference to the marketing of "Shandan" APP and accelerate the development progress of "Shandan" online trading platform.