E-marketing Plan Of KG Shop2012

China’s suitcase&bag industry will develop rapidly in a few years’ time driven by thetrend “one person with one suitcase and several bags”, B2C e-commerce will become a majorretail business pattern and consumer’s shopping concept and approach will experience arevolution, in which the industry of suitcase&bag will be a pioneer.KG store Taobao Mall (renamed in early2012as "cat") in a men’s luggage shop, toenhance the brand image, increase sales.This paper a comprehensive marketing plan.of KGflagship2012in Taobao Mall.This paper briefly talks about the background and significance of the topic, reviewscurrent literature on the study results of online marketing strategy, online marketing tactics,the status quo and development of the industry of suitcase&bag, the consumption of fashionproducts, etc., and introduces the organizational structure, duties of different levels, theoperating conditions in2011and existing problems of KG Store, the subject under research.Starting with the operation and development of KG Store, the paper first analyzes, amongother things, its external market environment, industrial environment, competitionenvironment and characteristics of consumers and sorts out its internal resources, operatingcapacity, organizational matching, etc.; then with the help of a SWOT Analysis, the papersubdivides China’s suitcase&bag market on the basis of different genders, ages, scales andfunctions, with the male gender in China as KG Store’s target market and middle-classconsumers such as white-collar males as the store’s market position, and sets up amedium-term purpose of becoming one of the top brands in Tmall.com; and based on theabove two, the paper brings forward KG Store’s future development strategy and its operatingtarget in2012, comes up with KG Store’s tactics for products, package, price, marketingchannel, promotion and service marketing in2012, puts its priority on the development ofservice marketing like the optimization of search engine, Taobaoke (individuals or websiteswho promotes products for sellers in Taobao.com),E-mail, blog, FAQ, and so on, goes intodetails about the plan of reaching the operating goals of2012in addition to an analysis oninvestment returns and operating risks, and proposes regulating measures against brand risk,competition’s uncertainty risk, products quality risk, cost risk and the risk of unable to reachthe objective, all of which forms a complete marketing scheme for KG Store in2012.