The Research On Marketing Strategy Of XX Company In E-commerce

In recent years,the amount of e-commerce transactions in China has been increasing year by year,and gratifying results have been achieved in different industries.By the end of 2017,the number of Chinese natives reached 731 million,and the network penetration rate reached 53.2%.The number of online shopping users reached 467 million,accounting for 63.8% of the total natives.In the first half of 2017,the transaction volume of China's e-commerce market reached 13.35 trillion,representing a year-on-year increase of 27.1%.With the rapid development of “Internet +” and the digital economy,the development of China's e-commerce has ushered in new opportunities and gradually entered a new stage of development with continuous growth in scale,continuous optimization of structure,and continuous growth in vitality.At the same time,many companies have also begun to touch the Internet frequently,seeking e-commerce channels for product marketing.Under this background,choosing XX Company to study its e-commerce marketing strategy is of great theoretical and practical significance.On the practical application level,the research results can directly optimize XX's e-commerce marketing strategy,which will help improve the company's overall marketing level and enhance the company's effectiveness.Based on the research logic of "discovering problems,investigating and analyzing problems,and solving problems," this research starts from five aspects.First of all,from the actual background of e-commerce marketing,it discusses the development course of e-commerce marketing and the development status and development trend at home and abroad.Secondly,the relevant basic theory is elaborated,and the advantages and characteristics of e-commerce marketing are explained in detail.Third,in-depth analysis of the current operating status of XX company,a comprehensive diagnosis of the marketing strategy of its main product sports DV and on-board recorders,and detailed discussion of the e-commerce marketing competitive environment for the development of enterprises.Finally,a detailed breakdown of the implementation steps of the e-commerce marketing strategy for the company.After analyzing the existing problems of XX in the comprehensive literature research method,investigation method,and inductive deduction method,the following conclusions were mainly obtained.(1)The main problem of XX's e-commerce marketing is that the sports product model category is single,the recorder installation type is missing the mini-hiding type,have certain gaps with the main competitors..In the long run,the company's profit-plus pricing method is not conducive to the sustainable development of the company.At the same time,in terms of marketing strategies,the company still adopts a more traditional sales model and does not fully utilize the Internet platform for promotion.The sales model is too simple,and only some network publicity and promotion activities are held on specific holidays.These activities are relatively limited.The effectiveness of the campaign is only reflected in some old customers.(2)According to the actual situation of XX Company,the company's e-commerce marketing strategy is still based on the traditional 4P marketing theory,sports DV and vehicle recorder products should form a combination of popular and personalized products and innovative products to Popularization of product production,more emphasis on product personalization and innovation.In terms of product pricing,it is necessary to comprehensively consider sample trial pricing strategies,popular product satisfaction pricing strategies,personalized product pricing strategies and innovative product penetration pricing strategies.In terms of product sales channels,business website direct marketing,third-party e-commerce marketing platform channel strategies,and network agency channel strategies should be used.The publicity channels should make full use of the online platform for promotion.The innovation of this research is to adapt to the great background of innovation and mass entrepreneurship,and to conduct research on the company's e-commerce marketing.The object of study is a typical company that produces sports DVs and vehicle-mounted recorder products.The industrial scale of the industry is developing rapidly.The competition is extremely fierce.Some merchants pursue the survival of an infinite number of low-priced products for sale,and thus enter a vicious cycle of zero profit.Therefore,the typical enterprises of the industry in our city are selected for research,and the selection of research objects is targeted,which can be used for corporate marketing.Development provides some lessons.At the same time,the local government where the XX company is located attaches great importance to the development of e-commerce and corporate and Internet companies,and has established supporting services such as the Internet town and the Lunan Big Data Center to provide strong support for the company's high-speed,healthy,and sustainable development.The XX Company is one of the enterprises in our city that launched network marketing earlier.