Jsy The Fresh Express B2c Website Marketing Strategy

According to the "28th China Internet Development Statistics Report" issued by China Internet Network Information Center (CNNIC) in July 2011, the number of Internet users in China reached 485 million as of end of June 2011, the highest number in the world. Internet shopping users reached 173 million. Through a rapid growth of the capacity of Internet shopping, China's online shopping market is undergoing a major upgrade, transforming from disorganized market model to branding and quality-driven competition. In the first half of 2011, in addition to the B2C shopping expansion, those competitive shopping websites with vertical and personalized services also faced a new opportunity for development. Among them, Fresh Vegetable B2C Website shows its big profit potential out of Costume, Grocery, and Book Website. Via internet, fresh vegetable shopping becomes a reality from imagination, especially it becomes popular with some communities in some cities. JSY Fresh Delivery Network demonstrated in the paper is a typical example. Due to short quality guarantee period, uneasy access information and small but frequent deals, high requirement for transportation and storage, the online sales for fresh products are difficult than those of book. Thus, compared with traditional e-commerce, online sales of fresh vegetables in the country are still very rare, while very few B2C "fresh delivery" is successful.In this article, marketing management strategy for "JSY fresh delivery network" in a certain city is studied and analyzed. First, current state of B2C shopping is analyzed, followed by a research on fresh merchandise delivery and JSY operations status. Then, domestic and international e-commerce marketing strategy and theory is explored. Furthermore, JSY's internal and external environment, its SWOT-based advantage and disadvantage are explored under the guidance of e-commerce theory and marketing theory, thus, key point of e-commerce marketing strategy for JSY is determined. Through JSY's target market analysis, JSY e-marketing strategy is established through market segmentation. Finally, target markets identification and market positioning are recognized as importance, while difficulty is the establishment of the fresh product delivery network. This article analyzes JSY's Internet marketing strategy based on Internet marketing's 5C theory: product, price, channels, advertising and services.The innovation of this article provides a fresh and creative marketing management strategy for domestic B2C websites that focus on delivery of perishable products. In the meanwhile, other Internet shopping websites can also leverage some of the useful marketing ideas and methods as references.