Han Micro-traditional Marketing And E-commerce Strategies

In the economic globalization and the information age, Enterprises are facing increasingly fierce competition. To compete in a dominant position, The enterprise must adapt to the changes in the surrounding environment and adjust the strategic of enterprise to adapt to it. Enterprise single use of traditional marketing approach is not sufficient to cope with the changes brought by globalization and the information. E-commerce marketing is taken more attention and application by a large number of enterprises. Based on HW company as research object, We can find in the marketing problems of existing and propose integrated Marketing strategies through the description and analysis of traditional marketing and e-commerce applications for HW company. As same time, We hope that the HW company would enhance their competitiveness and profitability.This paper includes the following aspects: First, We summarize the theory of e-commerce and the general marketing, including the existence of their differences. It will be a good job for the behind the study. Secondly, We describe the quo status about Marketing for HW company, including the specific development history of the HW company, the state of the competitiveness of products, product market segmentation, e-commerce applications. Again, Through using the SWOT analysis, product portfolio and product life-cycle analysis methods, We can clear the company's Marketing current situation, identify the problems and make improvements. Finally, As to the existence of the problem and the actual operating environment of the company, We propose the marketing strategy adjustment Measures and strengthen the brand-building and channels-building of e-commerce Marketing. So as to, it can be improve the capacity of the company's competitiveness and profitability.