Research On The Marketing Strategy Of X Company Under The Background Of E-commerce

With the continuous development of economy and Internet,e-commerce marketing plays an important role in the future development and competition of an enterprise.Small household appliances industry also needs to conform to the current development trend to improve its market competitiveness.This paper takes X company which specializes in producing small household appliances as an example,explores its current internal and external environment,finds out its possible problems during marketing,and puts forward corresponding improvement measures.Firstly,the paper introduces the concepts of relevant contents and the theoretical contents of EST theory,Porter's Five-power competition model,4Ps and 4Cs marketing theory,SWOT analysis,STP strategy and so on.By borrowing PEST theory and Porter's Five Forces Competition Model,this paper analyses X company's macro-environment of going out,and introduces X company's industry overview and development trend.Then starting from the internal environment analysis,the paper introduces the basic situation and marketing overview of X company,and based on 4Ps marketing theory,puts forward the problems of X company's marketing strategy in product,price,channel,promotion and so on.Through further SWOT analysis and STP strategy analysis,the marketing strategy conforming to the actual situation of X company is constructed.Based on 4Ps marketing theory and 4Cs marketing theory,the measures to improve the marketing strategy of X company are put forward in detail from the aspects of product,price,channel and promotion.At the end of the paper,the implementation of marketing strategy of X company is introduced from four aspects: organization,marketing management,advanced technology and capital investment.This study hopes to provide some suggestions for the marketing strategy of X company under the background of E-commerce and the increasingly fierce market competition,to help maximize the integration of existing social resources,reduce the cost of output,improve the overall sales of products,enhance the company's efficiency,and provide a facility for similar small household appliances enterprises.It should be used for reference.