Research On Marketing Strategy Optimization Of Laptop Online Official Store Of Company M

The rapid development of China’s economy since the reform and opening-up policies has brought significant improvements on people’s living and material standard.Laptop change its position from a luxury to an ordinary electronic device and meanwhile it becomes a necessity for almost all families in China.With the normalization of pandemic/expansion of university enrollment/emergency of freelancers and other factors’ common impact,laptop industry booms in recent years and many famous companies benefit from the trend and improve their sales performances to a great extent.In addition,thanks to the prosperity of domestic internet and E-commerce platform,online sales of laptop rise up significantly,which has broadened the sales channels and explores new opportunity for laptop industry.It raised a crucial question to all laptop companies about how to capture the growth opportunity under the industry revival background and optimize the marketing strategies thereby increase revenue/improve the conversion.As a leader of Fortune 500 companies,M company dominates one of the outstanding positions in hi-tech companies globally with its mature and successful computer operating system together with its office software.Though,M got great achievements in those industries mentioned,it is challenged in the China laptop/hardware market in terms of marking strategies.The thesis chooses laptop online official store of M as research object,analyses the macro environments as well as the industrial ones by means of PEST and six force model created by Andrew S.Grove,collects current marketing strategies/data information of research object through indepth interview,directed by 4P classic marketing theories/differentiation marketing theory,locates several marketing issues and the reasons behind them through comprehensive analysis on the materials/data collected from M.Meanwhile,the author figures out several optimization strategies aiming to resolves issues located,which contain enhancement on unique devices/optimization on device assortment/quantization on promotion criteria/drawing precise consumer portraits/adjusting pricing methods/differentiation from franchiser channels and etc.,All of the optimization strategies are surrounded and based on four aspects of 4P classic theories and in addition,the supporting measures to secure the execution are put forward as well from human resources/capital/technology and system perspectives.The author expects to assist M to boost the sales on laptop from online official store rapidly through optimized marketing strategies under the revival of laptop industry and flourish of internet and E-commerce background,also,make a reference to other laptop companies who meet with same or similar problems in their business.Simultaneously,the author expects to draw attention from professional scholars and experts in marketing and attract their focus on the laptop industry and boost the whole industry with their profound insights and research.