Research On E-marketing Strategies Of Fast Moving Consumer Goods For BSG Group

Nowadays,under the circumstance that enterprises generally implement multi-channel marketing strategy,Internet marketing has become an inevitable choice and trend.Marketing environment for FMCG manufacturers is changing as well,which requires traditional enterprises to adapt to the changes and create new ways to prosper.This is particularly true for new and high-end fast products,which need the latest marketing models to reach their target consumers.However,the fact is that most enterprises neglect the importance of E-commerce,and much less has been done in business philosophy regards to E-commerce.Esstentially,they still mantain their traditional offline distribution mode.So,it is highly imperative for FMCG to keep breast with the fast development trend of E-commerce,and create new marketing channels for high-end drinks in new Era.Sichuan BSG Group is the No.1 drink production and sales company in west China.As one of the top 20 drinks companies in China,BSG Group needs to adjust its product structure after years of development when the two most popular series of "Viee" and " Ice Age" products gradually reach their mature stage.It is a great challenge and opportunity to launch a high-end beverage specifically aiming at online marketing for BSG Group,as it is the Group’s first attempt focusing on online marketing.For traditional offline sales practitioner,BSG Group’s online marketing channel is an unknown and difficult area.Imperfect marketing philosophy,conflicts between online and offline price policies,lack of online marketing talents,inadequate characteristics of online products and retarded application of big data etc.have all become obstacles to the development of online marketing for this traditional enterprise.Based on the logical principles of "Finding problems,analyzing them and offering solutions",this paper employs the methods of literature classification,investigation and empirical research to study the FMCG network marketing strategy of Sichuan BSG Group.First,this paper reviews the research background and purpose,and summarizes research results of related topics at home and abroad.Then,the paper studies and analyzes current situations of domestic drinks industry and development trend of E-commerce.After that,it examinesand classifies the datacollected,and summarizes the existing problems in traditional marketing channels and online marketing channels of BSG Group.At the same time,the topic is analyzed in depth with relevant marketing theories that need to be applied in this paper.Finally,on the basis of theoretical research and analysis,this paper puts forward with a network marketing strategy for FMCG drinks in the future for Sichuan BSG Group.The paper is divided into six chapters:Chapter I: Introduction.This part mainly introduces the background and significance of the current research.Chapter II: Literature Review.In this part,marketing,network marketing and fast-food products are defined,and theoretical framework of network marketing is given based on relevant theories of marketing.Chapter III: PEST model is used to analyze beverage network marketing environment of Sichuan BSG Group.Chapter IV: SWOT analysis and PEST model are used to analyze and formulate the beverage network marketing strategy of Sichuan BSG Group.Chapter V: Current difficulties encountered in beverage online marketing environment of Sichuan BSG Group is analyzed,and an online marketing strategy is put forward for BSG Group.Chapter VI: Conclusions and Outlook.This article attempts to find the breakthrough point between network marketing and traditional marketing channels through the research of marketing theory knowledge,establish network marketing team of BSG group,improve network marketing system of the company,change the current situation of the traditional marketing of the company,and make due contributions to BSG Group’s first network marketing products.At the same time,with a more mature theoretical system through the research on marketing strategy and marketing practice,the paper aims to provide guiding perspectives for similiar enterprises with such FMCG products.