G Company Network Marketing Strategy Research

As the rapid development of the Internet and electronic commerce, a number of people join in the on-line shopping while more and more enterprises are engaged in the online sales. Therefore, the network marketing strategy and means are particularly important. How to survive and achieve considerable development in fierce competition is widely concerned by enterprises participating in network marketing.By 2008. TaoBao Mall, as a B2C (Business-to-Consumer) shopping platform made by Asia's biggest shopping website TaoBao, has integrated thousands of brands and manufactures to provide one-stop solution between merchants and consumers. Statistics shows that in the third quarter of 2010, TaoBao Mall continues to lead the domestic B2C market with 33.5% market share more than doubling the second place; According to the latest data from ALEXA authority, over the past three months, the domain name Tmall.Com used for more than 10 days ranks 1337 in global sites and 24 among domestic comprehensive websites, ranks the first in B2C model. Since 2008, there are 1.8 billion buyers,15,000 merchants and 20,000 brands in TaoBao Mall. Xishuangbanna GuoGan jadeite jewelry Co., LTD. (hereinafter referred to as "G") is a typical example whose main sales channel is based on TaoBao. The thesis aims to find out the existing problems by the analysis of the present situation of internet marketing company G and put forward the network marketing optimization scheme in the hope of giving more help and enlightenment to other enterprises.On the basis of network marketing theory, consumer demand theory and behavioral theory, the thesis describes the existing strengths, weaknesses, opportunities and threats of G's by using SWOT approach to find out the existing problems in the current network marketing. Finally, from the perspective of administrators, the author puts forward specific optimization scheme in 5 aspects such as product strategy, price strategy, service strategies, channel strategy and promotion strategy combining the actual performance of the company and the author's practical experience.The study is of much significance not only for the network marketing of G company, but also for other similar small and medium-sized enterprises engaged in jadeite jewelry network marketing business.