Research On The Internet Marketing Strategy Of Tmall Platform Of TN Company

With the rapid development of Internet technology,the emerging lifestyle of online shopping has been fully integrated into people's life.By the end of 2018,China's B2 C trading volume reached 13.59 trillion yuan,up 28.4% year-on-year,accounting for 42.96% of the online shopping market.Among them,Tmall accounted for 61.5% of the total,more than half.Now,the number of Tmall seller stores has increased from more than 150.000 in 2016 to more than 210,000 at present,resulting in more and more intense competition.Moreover,relying on its huge user group and strong market share,Tmall platform charges Tmall merchants advertising fees,technical service fees and various software service fees,etc.Among many Tmall merchants,only 20% of them are truly profitable,others are either flat or eliminated.Therefore,if Tmall operators want to excel in such a fierce market competition,they must think about how to formulate a more effective and scientific Internet marketing strategy,which is the primary issue they have to face.This article is based on the above background.Through sorting out the relevant literature of Internet marketing strategy,on the basis of summing up the previous research results,combined with the actual situation of small and medium-sized clothing enterprises in Tmall platform,a case study of Internet marketing is carried out.Taking the traditional clothing company TN as an example,this article uses SWOT,PEST and other analysis tools for analyze,focusing on the actual problems in the Internet marketing process of TN company's store in Tmall platform,and proposes targeted research strategies and safeguard measures.This paper also hopes to take itself as an example,to provide some constructive suggestions and valuable references for the majority of small and medium-sized clothing enterprises to settle in Tmall platform in the future.Through the research,this paper comes to the conclusion that taking consumer behavior as the dimension to reposition the target market,optimize the store design,product planning and pricing,improve the whole concept of customer service,and formulate a reasonable Internet marketing strategy.At the same time,this paper thinks that the implementation of Internet marketing strategy needs excellent team,substantial funds and perfect system to guarantee.The research results not only have certain guiding significance to the operation of TN company,but also can provide certain reference value to many similar small and medium-sized clothing enterprises.