Research On Marketing Strategy Optimization Of Self Operated E-commerce Of M Electric Company

With the rapid development of Internet technology and e-commerce,industrial e-commerce has gradually fade in people’s sight.In the context of industry 4.0,the inherent attributes of expanding the market,improving operational efficiency and saving costs of B2 B e-commerce platform provide the industrial enterprises with access to transformation of cross-border new information technology applications.Despite the constantly developing and the increasing sales scale of the industrial B2 B ecommerce paltform,the maketing effect of e-commerce platform is not significant.Acctually,due to the complexity of industrial products and the necessity of custumer relationship marketing,some industrial enterprises still prefer professional sales to transact face to face.Therefore,the B2 B e-commerce platform needs to fully display the characteristics and the services provided of industrial products to make sure the customers can accurately grasp the products and service of the industrial enerprises.Besides,the enterprises are able to realize precision marketing by a large number of users and user behavior data accumulated on the platform.Taking big data as the background,this paper deeply expounds the marketing strategy of industrial B2 B e-commerce platform.Firstly,this paper analyzes the marketing problems of industrial e-commerce platform based on the 3R marketing theory,focuses on the in-depth analysis of self-operated e-commerc customer retention,product related sales and marketing promotion M electrical company,and studies the causes of the problems.Secondly,in order to improve the brand influence of M elctric company,expand the sales scale of the platform,increase the users’ number,stickiness and conversion rate,as well as the product tying rate,and promote the long-term development of the company’s e-commerce business,mining the commercial value of the existing user data and user behavior data of the platform and formulating marketing strategy optimization schemes such as refined user management,product cross marketing and precise user marketing by building RFM user value model,product association analysis,user segmentation and other methods are needed.It is expected that through the research and formulation of the marketing strategy of M electric company’s self operated e-commerce platform,it can set a model for other independent brands in the same industry and provide some reference for marketing strategies.