Research On The Position Strategies Of E-commerce Of Shenzhen Donki Electronic Co.,Ltd

With adoption of China's reform and opening-up policy and the Belt and Road Initiative,it has brought a considerable bonuses to our industries,and promoted the Internet and big data technology to form a new pattern of "Internet plus initiative".E-commerce plays an important role in the development of national economy.Therefore,in the background of high speed economic development and leapfrog development of network technology,it is more convenient and efficient for consumers to obtain commodity information,which forces e-commerce enterprises to update their market positioning in time,change the idea which from focusing on products and sellers to select the market and customer groups,to matching with enterprises,and follow the rhythm of the market.Therefore,based on the effective demands and question orientation of enterprise,the topic of this paper is the market positioning strategy of Shenzhen Donki Electronic Co.,LtdTaking Shenzhen Donki Electronic Co.,Ltd as the study of the object,this paper analyzes the internal and external environment of Donki company,and defines the advantages,disadvantages,opportunities and threats in the process of market positioning definitely.At the same time,through practical research,questionnaire survey and other research methods,starting from the market operation of Donki company,to find the problems and reason on the market positioning,then puts forward corresponding improvement suggestion for the current market positioning strategies of Donki company.This paper consists of seven chapters.Firstly,on the basis of literature study,it constructs the theoretical basis and analysis framework of the research.Then,with the help of SWOT analysis method and questionnaire survey,it diagnoses the problems and reasons of current market positioning of Donki company,and draws the conclusion that it is urgent for Donki company to carry out market positioning research.Then combined with the market positioning theory and successful cases of market positioning,the target market positioning,product positioning and brand positioning of Donki company are carried out.Finally,in order to ensure the market positioning strategy to carry out successfully,combined with the existing resources and abilities of Donki company,to put forward optimization strategies and safeguard measures.The purpose of this paper is to combine the theory of market positioning with the current situation of market positioning of Donki company.Optimizing the market positioning of Donki company,to clarify the target of the company further,helping the company get rid of the current difficulties,to promote the better development of Donki company.At the same time,it has some reference significance for the development of 3C SMEs when they facing the rapidly changing market situation.