| With the development of social economy,information technology and the Internet,ecommerce industry ushered in the best historical opportunity for development,likeqiang,prime minister in 2015 after the government put forward the concept of "Internet +" in the report,the development of electronic commerce is overwhelming,has been gradually from bud stage to mature stage,are imperceptibly changing people’s consumption habits,And gradually spread to all fields,for various types of enterprises to bring a lot of development opportunities.An enterprise’s marketing and management strategies have a decisive impact on its future development and market competition pattern and positioning.For e-commerce enterprises,the company’ s marketing strategy can directly affect the sales and profitability of the enterprise,so it plays a very-2-important role in the development and even survival of the enterprise.In this paper,Y E-commerce Co.,LTD.,a small and medium-sized e-commerce company,is taken as the research object.By analyzing the macro and micro environment of Y Company,the advantages and disadvantages,opportunities and challenges faced by Y Company are analyzed.Combined with the questionnaire survey,the paper found the problems existing in the existing network marketing strategy of Y Company,and then put forward many optimization measures and suggestions for the network marketing strategy of Y e-commerce company from various aspects such as improving consumer satisfaction and building brand image.This paper first describes the background of the research and the significance of the topic,analyzes the research status and results of this paper at home and abroad and makes comprehensive comments,then states the research methods and ideas adopted in this paper,and introduces the theoretical basis and relate dconcepts used in the network marketing strategy of Y e-commerce company.Then it analyzes Y company’s network marketing environment in detail.First,aiming at the macro external environment of Y Company’s net work marketing,PEST model is used to analyze the four aspects of policy,economy,society and technology.Secondly,porter’s five Forces model is used to analyze the competitiveness of Y company’s micro environment.Thirdly,the SWOT theory is used to analyze the advantages and disadvantages of network marketing,opportunities and challenges faced by Y Company.According to the systematic analysis of Y company’s network marketing strategy,aiming at Y company’s own situation,using the 4C theory to put forward the network marketing optimization strategy from four aspects of consumer,cost,communication and convenience.It is suggested to take specific measures such as enriching the types of online mall products to meet the choice needs of consumers,creating a new online brand image,improving the sales model to enhance customer convenience experience,and reasonably reducing product prices,so as to provide some reference for Y e-commerc e company in the later implementation of network marketing strategy optimization. |
