Research On Marketing Strategy Of FF In Chinese Market

With the continuous growth of China's economy and the increasing national income,China's consumers' demand for luxury goods is also increasing.According to statistics,Chinese consumers currently account for about 35% of the world's luxury consumption.Due to the impact of the epidemic,foreign tourism activities cannot be carried out,making many Chinese domestic consumers turn to the Internet to buy luxury goods.The strong desire of Chinese people for the luxury market also makes the development opportunities of China's luxury and e-commerce industry unlimited.Under the background of the current global epidemic,more and more Chinese consumers choose to buy luxury goods online,and the prospect of luxury e-commerce industry will be broad.FF,the research object of this paper,is a European luxury e-commerce platform.Cooperate with major first-line luxury brands all over the world and sell the goods of major luxury brands on their platforms using D2 C mode.This paper will qualitatively and quantitatively analyze the external environment of FF in the Chinese market through pest environmental analysis method.Then analyze the internal environment of FF company,and study the shortcomings of FF's existing marketing strategy.Through the STP market analysis method,the market segments are reclassified and the target market is selected,so as to make a more accurate market positioning for the determined target market.Then it puts forward the 4P marketing combination strategy according to the market positioning,and puts forward bold innovation on the basis of the existing marketing strategy,so as to solve various problems faced by the company.Through the research on the authoritative reports and documents related to the luxury industry at home and abroad,and the development status of the whole luxury e-commerce industry,combined with the current marketing status of FF company,this paper finds out the marketing problems and deficiencies of FF company,formulates a series of Internet marketing strategies and implements them to solve the problems.FF's marketing strategy can also be used as a reference for other companies in the same industry to solve some common problems in the luxury e-commerce industry.Thus,according to the market segmentation and target market,formulate the marketing strategy suitable for the actual situation of their own platform.