The Improved Marketing Tactic Research On Social Media E-commerce Of CTF

The topic selection of this thesis is based on the domestic jewelry consumer market,taking the digital marketing in the new media era as the entry point,and —— Zhou Tai Fook（CTF）jewelry,the leading domestic jewelry market enterprise,is selected as the research object.At present,Zhou Tai Fook Jewelry has established a social media platform（such as Tik Tok,Xiaohongshu）enterprise account,but from the feedback of the core data indicators（number of fans,short video traffic,thumb up comments number,completion rate,etc.）,against the brand influence of Zhou Tai Fook Jewelry,the existing social media traffic performance is very weak.At the same time,as an enterprise account on social media platforms,the e-commerce function of the account has not been effectively transformed.Through the analysis of Chow Tai Fook jewelry new media e-commerce,using the theory of marketing management combined with the reality,the marketing strategy in the new media environment,comprehensive brand social media marketing shortcomings and limitations,put forward the improved optimization scheme,plays a positive role in promoting enterprises to achieve omni-channel marketing.First of all,this thesis analyzes the internal and external environment of Chow Tai Fook social media e-commerce business—— analyzes one from four aspects: macro environment,industry competition environment,consumer market environment,and the enterprise’s own resources and capabilities.Secondly,under the support of STP theoretical model,the target market and positioning of social media e-commerce business are selected and positioned.Finally,based on 4P theory model and combined with the characteristics of social media marketing in product strategy,price strategy,KOL promotion strategy and social media matrix strategy,to make it more adapt to social media communication characteristics,in order to solve the problems related to "traffic realization" in the social media e-commerce business at this stage.At the same time,safeguard measures for account operation,training and incentive system are put forward to ensure the effectiveness of the implementation of the plan.This thesis clarifies the necessity and importance of enterprise layout and developing social media e-commerce business through analysis.At the same time,combining with the actual situation of industry,market and enterprises,determine the enterprise social media electricity business market segment ——,high-end market sequence of 25-40 young consumer groups,developed the corresponding marketing strategy ——— focus on Tik Tok and Red Booklet social media platform accounts,on the two platforms to distinguish low frequency and low frequency consumer market,and stable brand in the image of young consumers,grasp the wave of consumer iteration.