The Research Of State Owned Fmcg Enterp Arise’s Network Marketing Strategy

E-commerce can be used to complement and promote sales and distribution channels below-the-line, also it provides personalized service at low-cost operating platform for mini-workshops of special products or traditional crafts. The results of these are due to the "consumption" driven and global competition trend, the world becomes flat, therefore the popular culture development grow rapidly as well as the individual development, the "long tail" time has come. Nowadays, many FMCG companies made bold attempts of Internet marketing and e-commerce, such as MengNiu, Coca-cola, HuiYuan and Pepsi. For Chinese FMCG companies, especially those state-owned large and medium-sized FMCG companies, firstly that e-marketing is in its infancy, and secondly, foreign competitors are attacking the Chinese market aggressively with a wealth of experience in the market operation to carry out e-marketing. Therefore putting forward a complete and effective Internet marketing theory of FMCG to deal with is significant on improving the competitiveness of China’s state-owned FMCG companies and to expand their living space.This article provides an overview of consumerism theory, and reference to the long tail theory and globalization of the world flattening effect on consumption, and introduced the current status of the FMCG and electronic marketing. The article analyzed current consumer as well as online shopping consumers’lifestyle and the driven factors of purchase based on detailed data, and also analyzed macro environment of e-marketing, e-marketing market and competition analysis of China’s FMCG. It combined large and medium-sized state-owned enterprise characteristics and presented the FMCG business enterprise e-marketing strategy. In the end, the article provide an empirical analysis of a large state-owned enterprises. It has explored the feasibility of implementing e-marketing solutions for China’s state-owned large and medium-sized FMCG products companies, in particular, it has put forward the logistic views and methods of combination of effective online promotion and below-the-line sale terminals, and also the establishment of user experience system. The article aims to apply the combination of author’s studies and experiences in FMCG these years, and has described the insights on China’s state-owned large and medium-sized FMCG companies in the implementation of e-marketing, and also provides some own suggestions on helping these enterprises’e-marketing practices.