Research On Network Marketing Strategy Of G Department Store

With the in-depth development of information technology,the network has entered thousands of retail enterprises in order to expand the efficiency of marketing,many retail enterprises have begun to pay attention to network marketing,in order to complement the shortcomings of traditional marketing channels.However,at present,retail enterprises are facing increasingly fierce competition in the marketing market of network channels,lacking of accurate positioning of customers and single market entry of marketing products,which affects the further improvement of marketing efficiency.This paper firstly introduces the research background,research significance,reviews domestic and foreign literature,and summarizes the research content and methods of this paper through literature research method,case study method and other research methods.Second,reviews the theory part,the summary and review of the current network marketing related research results,the background of G department store and the network marketing management present situation analysis,this paper G department store background and market environment,the basis of analysis of G practice and current situation of the network Marketing Department store,find out the main problems of G network Marketing Department store,and find out the reasons for these problems.In view of the problems encountered in the network marketing of G department store,this paper points out the principles and objectives of the solution,puts forward specific Suggestions for improvement,and finally summarizes the conclusions of this paper and points out the future direction of this paper.The research findings of this paper are as follows:the switching scene of G department store’s network marketing is relatively simple,and it cannot implement precise marketing to customers.The CRM strategy of G department store only considers the CRM needs of a certain aspect or a single department,but fails to carry out CRM system planning from the perspective of the whole company.G other department stores in CRM concrete implementation process,the lack of Internet marketing and big data evaluation process,this kind of defect will cause damage to the enterprise CRM system’s experience,make a CRM system collect and deal with the efficiency and accuracy of data and information is reduced,and cannot achieve the ideal goal management,lead to the data analysis.The integration problem between CRM and internal application system is prominent,which leads to inaccurate and untimely customer demand analysis.The integration of CRM implementation and enterprise internal application data system lacks reasonable coordination,such as customer tracking management,business opportunity management and order distribution,opportunity tracking time management,reporting and conflict coordination of sales opportunities,etc.Due to the backwardness of CRM system,inaccurate and untimely customer demand analysis,and the lack of accurate analysis of customer data,G department store lacks obvious differences in its target positioning in the online market,and it is unable to form a regular gradient positioning mode for different online retail consumers.In addition,from the perspective of the company’s website information construction,the company’s website information is relatively simple,without giving full play to the web page’s service function and publicity function.From the perspective of WeChat platform,as the public new media publicity media for enterprises,the application of WeChat function is not very deep.G department store follows the rules of the e-commerce platform in the process of entering into the e-commerce sales platform,which is similar to the methods adopted by traditional merchants,and has problems with the experiential sales of merchants.E-commerce platforms have their own rules for the process of merchants,but the applicability of such rules is so wide that the characteristics of merchants cannot be displayed.At the same time,lack of customer system big data analysis,for customer consumption habits,etc.,the implementation of network marketing channel expansion strategy.