Targeted E-marketing Strategy Of Zhejiang Nyso Company-Study Based On 4C Theory

With the economic development,e-commerce has gradually moved from the germination stage to the maturity stage.With this rapid development in e-commerce,international e-commerce has reached 9.8 trillion in total value yuan in 2017.However,researchs on international e-commerce marketing strategy is insufficient to facilitate its growth.This paper takes Zhejiang nyso Company as a case study to explore the marketing theory and also serves as a case study for e-commerce marketing practice,providing empirical study to the targeted marketing theory of e-commerce.Based on 4C marketing theory,this paper makes a systematic study of nyso 's e-commerce precise marketing strategy.Using PEST tool,this paper analyzes the macroscopical external environment of nyso 's e-commerce from four aspects:policy factors,economic factors,social factors,and technical factors.On the basis of the external factors and internal factors of the e-commerce competition of the company,this paper analyzes the current situation and existing problems of the e-commerce precision marketing of nyso,according to the mission and long-term goals of the company.Using 4C theory and precision marketing ideas to develop nyso 's model of precision marketing based on 4C,And according to the development characteristics of nyso company,this paper puts forward the suggestions of precise marketing strategy of four aspects of consumers,cost,communication and convenience,and provides reference for implementing accurate marketing strategy for the company's cross-border Amoy platform.The conclusion of the paper analyzes the problems faced by cross-border e-commerce and puts forward corresponding precise marketing countermeasures,which has a certain reference value for the healthy and stable development of cross-border e-commerce.