Research On The Marketing Strategy Of Dehua L Ceramics Company Under The Background Of “Internet+”

Marketing strategy is the overall design of enterprises to carry out marketing activities,and it is a bridge connecting production and market demand.A suitable marketing strategy can not only make enterprises sell products successfully,but also improve the operation and management level of a company.In the era of product homogenization,the market competition is becoming increasingly fierce.The key to obtain good benefits in the rapidly changing market competition is to choose an appropriate marketing strategy.The emergence of "Internet +" interacts the Internet industry and the ceramic industry.Ceramic enterprises need to explore the integrated development of traditional marketing and marketing under the background of the Internet.This paper chooses Dehua L Ceramics Company as the research object,analyzes the marketing strategies of Dehua L Ceramics Company under the background of "Internet +",uses the theory of marketing strategy to analyze its problems,discusses the feasible marketing strategies from products,prices,channels and promotions,and proposes safeguard measures from three aspects including Optimizing organizational structure,improving the management system,providing human resources and providing network marketing hardware and software.Through researches,this paper believes that under the background of "Internet +",Dehua L Ceramics Company is currently in a favorable development period.Through analyzing the marketing strategies of the company,this paper gives four suggestions:(1)establish a product strategy based on big data analysis;(2)establish a pricing strategy suitable for multiple products;(3)build and improve diversified marketing channels with new media as the core;(4)build a promotion strategy with personalized members as the core.Through the results and optimized measures of this paper,the author hopes to contribute to the theoretical research and application in this area,helping Dehua L Ceramic Company to get rid of the current development difficulties and successfully achieve its strategic goals.At the same time,the author hopes to contribute to provide theoretical reference for other enterprises of ceramic industry to further improve marketing level,build core competitiveness and promote enterprise development.