Optimization Of Network Marketing Strategy Of J AA Tmall Flagship Store

In recent years,the continuous expansion of the scale of netizens has promoted the vigorous development of the e-commerce industry.In the context of the digital economy era,in order to adapt to the fierce market competition,traditional enterprises have embraced the Internet,taking network marketing as an important part of the marketing activities of enterprises,coupled with the impact of the epidemic,the offline store sales of major companies have plummeted,more and more enterprises have accelerated the transformation of marketing models,switched to online channels,and the influx of a large number of merchants has made Internet sales competition increasingly fierce and marketing costs higher and higher.How to effectively use existing resources,optimize the current network marketing strategy of enterprises,and improve the effect of online marketing has become an urgent problem for many enterprises.This paper takes Company J’s AA Tmall flagship store as the research object,combines industry data and store operation data to analyze the current status,existing problems and causes of Company J’s network marketing from macro and micro perspectives,tries to find out the shortcomings of its network marketing strategy,and uses marketing theoretical knowledge to solve the problems of Company J’s network marketing sales rising bottleneck,high promotion cost and profit decline.This paper puts forward improvement suggestions from the aspects of market positioning and marketing strategy according to STP market segmentation theory and 4P marketing theory,re-performs user portraits and target market positioning according to AA Tmall flagship store consumer data and product characteristics,adjusts product layout,pricing,and promotion strategies,improves customer shopping experience through innovative promotion methods to improve the effect of network marketing,and at the same time puts forward the talent team,the institutional system has a great impact on the implementation effect of network marketing,and Company J should strengthen team building and institutional guarantee.Ensure long-term operational results.To a certain extent,the research results of this paper have certain guiding significance for small and medium-sized enterprises to carry out online marketing and formulate online marketing strategies.