| Changchun M.G.Trade Co.,Ltd.is a retail enterprise engaged in cross-border e-commerce global shopping and retail chain stores.Since its establishment in Changchun Xinglong Comprehensive Bonded Zone in 2016,it has successively operated three import trade modes: 1210 bonded import mode,direct mail import and general trade,and has successively established 14 offline stores of M.G.Lingzijia in Changchun and Beijing.Since the beginning of 2020,due to the COVID epidemic,international trade has been blocked,and the impact of domestic e-commerce live broadcasting and community group buying has also emerged one after another.In the post epidemic era,the survival of enterprises depends on whether they can reasonably use marketing means to show product value,scientifically use marketing means and give full play to channel advantages to maintain customer loyalty.How to use marketing means to promote and show brand strength,give full play to the advantages of channel service and maintain customer loyalty and stickiness has become the key to the survival of the enterprise in the post-COVID era.The research object of this paper is the global shopping chain marketing practice of M.G.Lingzijia founded by the author.It analyzes the marketing practice of online and offline integration of import goods retailing,in order to solve the problems and difficulties existing in the import goods retailing marketing of M.G.Lingzijia.Firstly,in the introduction,this paper introduces the research background and significance,determines the research methods,puts forward the research problems,and expounds the research objectives and contents of this paper.At the same time,a literature review of the concept of new retail,public and private traffic and retail strategy is carried out as the theoretical basis of the full text.The second chapter introduces the development process and marketing development of M.G.Lingzijia,and puts forward the difficulties and existing problems in marketing: the brand positioning is not clear;The product selection strategy is chaotic and the pricing is arbitrary;Lack of reasonable planning of marketing channels,and the public and private traffic has not been effectively undertaken and transformed;Poor customer service ability,etc.The third chapter first analyzes the external environment of politics,economy,society and technology faced by M.G.Lingzijia by using PEST analysis method.Under the policy of encouraging the development of retail and cross-border e-commerce in China,the cross-border retail industry has great potential.In the social-economic environment,in the post-COVID era,we can accept and get used to more online and remote life,more people return to their families,the demand based on family consumption scenarios has increased significantly,and anti-aging and health products to improve the quality of life are very popular.At the same time,the development of science and technology has brought new retail changes,the online cross-border retail industry is booming,and offline beauty collection stores emerge a lot,which makes the industry competition increasingly fierce.Secondly,it analyzes the internal environment of M.G.Lingzijia.This paper analyzes the external and internal resources,product selection ability,operation ability,marketing ability and financial ability of M.G.Lingzijia,and analyzes the basic and auxiliary activities of M.G.Lingzijia by using the value chain analysis method.In the basic activities,product delivery and after-sales service are crucial links,and in the auxiliary activities,all links of M.G.Lingzijia have a certain foundation,but they are still lack of professionalism and perfection of details.The last chapter is about the improvement of marketing practice of M.G.Lingzijia from the redesign and innovation guarantee of marketing practice.In the redesign of marketing practice,first of all,clarify the subdivided population,target market and market positioning.Secondly,through the landing demand analysis method,optimize the online and offline selection strategy,and adopt scientific and flexible pricing methods.Third,focus on creating popular products with excellent price advantages,systematically design content matrix and output high-quality recommending content.Fourth,adopt the channel strategy of public domain drainage,private domain operation and public-private cooperation,make effort in user portrait,design the mutual flow path of public domain and private domain traffic,establish a matrix private domain traffic pool,and make effort in the product portfolio of private domain traffic.In terms of the implementation guarantee of marketing practice,set up the organizational structure suitable for the omni-channel marketing of import good chain stores,establish a talent team suitable for public-private import good chain stores,and create a corporate culture created by the team.Through these research and analysis,this paper hopes to redefine the current marketing practice of M.G.Lingzijia,explore some new combinations and means of marketing models,realize the effective connection and transformation of public and private traffic and the accurate operation of customers,so as to help improve the brand value of M.G.Lingzijia,and try to explore a set of development ideas of import goods retailing suitable for offline stores.It also provides some valuable theories and experience for other similar retail chain enterprises. |
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