Research On Internet Marketing Strategy Of Flying Elephant Cross-border E-commerce Company’s Small Home Appliances

With the policy orientation of the country and the entry of a large amount of capital into the export market,a very severe competition situation has emerged in my country’s cross-border trade market.At the same time,due to the disorderly expansion of capital and inconsistent industry standards,the goods and services in the industry are uneven.The business of Feixiang cross-border e-commerce company is a form of communication channel and media form that provides the latest information and product information for the majority of users free of charge through the Internet as the marketing channel and with computers and mobile phones as the main terminals.At the beginning of the company’s establishment,the business was in good condition.With the fierce market,Feixiang’s marketing problems gradually emerged.It lacked new media marketing talents,lacked systematic strategic thinking,lacked investment,and lacked interaction and communication with target groups.and other issues need to be resolved urgently.The thesis selects the period from the end of 2020 to the end of 2021 to study the above-mentioned marketing problems for Feixiang’s e-commerce business,and identify the development of e-commerce by analyzing the macro market and marketing environment of the enterprise.policies and support opportunities;export logistics opportunities brought about by e-commerce logistics planning;guarantee opportunities under the e-commerce law;"Internet +" actions and support opportunities for artificial intelligence in the national big data strategy;the trade environment is expected to continue to improve,and exports will grow Favorable opportunities,purchase growth opportunities brought about by consumers’ conformity and comparison psychology,and mobile convenient payment opportunities brought about by the advancement of information technology.Through the analysis of the market microscopic market environment,it is found that Feixiang has certain advantages in the company’s resources,technological leadership,the company’s background and the existing customer base and consumer satisfaction.After SWOT analysis,choosing the SO strategy,making full use of the internal opportunities,external opportunities and internal advantages of Feixiang Company,re-dividing the market,and abandoning the traditional stores in small and medium-sized cities in China,focusing on It is placed in the middle and high-income class of young consumers in big cities,so as to determine its own market positioning,and use the 4P theory to establish a network marketing mix strategy.It is recommended in the system to ensure the effective implementation of this strategy;to ensure the effective implementation of the strategy in terms of the system,manpower,finance and material.In view of the many problems existing in Feixiang Company,it should be subdivided according to relevant elements,select the appropriate target market,and finally determine the positioning of the enterprise.When the product lacks individuality,it should come out from customer loyalty,and form a differentiated product strategy in strengthening product function design,improving product quality and light customization;in the current market economy,due to the confusion of prices and the lack of unified standards and other problems,the company’s price strategy should be formulated according to the target customers’ understanding of the product value,and at the same time according to the "super value pricing" method and the "target customer pricing" method.