| A company,a small business specializing in native produces of ChangbaiMountains,was founded in2007.To seek for marketing channel with better effect andlower cost,A company joined the e-commerce platform on Taobao in2009andobtained a opportunity to face the consumers nationwide.However competition wentincreasingly fierce in A company’s industry on Taobao for almost a year.In the contextof the operating history of A company on Taobao,this paper analyzes the marketingenvironment of Taobao and the marketing present situation and industry outlook of Acompany in the first place,and based on the current marketing model and possibleproblems of A company, it rethinks and redesigns the product,market positioning andmarketing strategy of A company and summarizes the optional, operable and effectivemarketing program of A company in the future in the last.In chapter one, we mainly introduce the concept and features of e-commerce andthe characteristics of online shopping,and also we introduce Taobao and Acompany.E-commerce,in this broad sense,refers to the commercial activity utilizingelectronic media,in a narrow sene,it refers to various commercial activities on the basisof computer network,including the sum of actions of the relevant parties such as thesuppliers of Goods and services,advertisers,consumers and intermediaries.In chapter two,we take the method of PEST and SWOT to analyze the marketingenvironment and current situation of A company on Taobao,laying the foundation forthe following marketing strategy design.In Chapter three,we design the the marketing strategy of A company on Taobao through three steps of market segments, determining target market and marketpositioning.Area being a market segment variable,the area with higher income perhead has a bigger demand for health food,ages being one,the middle-aged people hasthe most exuberant purchasing power of various market segments,and the use ofproducts purchased by consumers being one,the consumers buying the products fortheir own use are easier to have repeat purchases and have a higher productroyalty.Therefore,it is more favorable for A company to choose the segment market ofthe middle-aged people purchasing products for their own use in the area with higherincome per head.For this target market,it should use marketing strategy of singleconcentrated market,i.e.a marketing strategy of concentrating the funds,manpowersand products of the company on this market. Through product quality, reasonableprice and excellent service,A company hope to establish such a specific brand imagein the minds of consumers.In Chapter four,We design the marketing strategies of A company onTaobao,which is classified into product,brand,price,channel and service strategies. Acompany adopt the simple packaging Philosophy for main products to make thepacking of product look more rational and more meaningful,and seize everyopportunity in the sales process to promote the brand. A company prices the producthigher,namely,the price of its products is slightly higher than the average price of theproducts in the same industry on Taobao while lower than the homogeneous productof several large well-known enterprises in the industry.On the one hand,this keeps theconsumers from doubting the product quality due to the lower prices,on the otherhand,this make the consumers can afford its product in the target market and have acost-effective sense to increase repeat sales.the most important problem of Acompany’s channel strategy is how to choose and cooperate with LogisticsCorporations to ensure they send the products timely.In most cases of A companycooperates with the Logistics Corporations such as STO and YTO, Generally speaking,such logistics enterprises have moderate timeliness and charge low.In theservice aspect,A company will continue to provide consumers with more attentive andmore personalized service,meeting each personalized need of the consumers andcreating a comfortable and satisfying consumption experience for them. |
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