Research On Crocs E Commerce Marketing Strategy With Optimization Plan

All countries in the global economy,under the background of the international market,are in the constant transformation,the ecommerce business value began to be widely concerned.China Internet and e Commerce is under rapidly development,multiple international companies have a strong focus on China market strategy,the market pattern are changed.A lot of traditional retail enterprises has developed online business to cope with the impact of e Commerce and the Internet,and is designed to provide online and offline service to customers.In the development of e Commerce channel,some difficulties like products choice and pricing,e Commerce marketing,customers behavior,etc.existed universally.Crocs is a leading casual footwear brand,committing to provide consumers with a comfortable wearing experience and a wide range of products,the classic clog is a household style,.Since 2002,the company has sold 600 million pairs of shoes in more than 90 countries.China,the world's second largest consumer market,Crocs developed its own e Commerce Channel,while also facing some marketing problems: like marketing content operations,less interaction and attraction in the livestreaming events,low brand awareness,brand loyalty and buying inclination among the customers.This paper will be based on the current status of Crocs e Commerce Channel,the author will conduct internal interviews with selected department head and outside questionaries from customers to in-depth study the pitfalls in the current e Commerce strategy.With that will propose an optimized plan and safeguard measures will be formulated to ensure the implementation of the optimization strategy of Crocs e Commerce channel.