Strategy Research Of Network Marketing Based On <Shopping Choice> Shopping Guide Of APP

Shopping guide APP of E-commerce refers to a third-party business website ofindependent operation,which is based on the open platform,that offers anindividualized shopping guide for consumers. The Facebook company declared theopening of platform in May,2007,which created an pioneer of open platform,theentrepreneurs are encouraged and supported to develop apps based on its foundation.Since2009,TaoBao,Tencent and other enterprises have been making an attempt,oneafter another,at releasing internet API in part to launch a third-part open platform. Withthe help of open platform,shopping guide APP of E-commerce obtains significanteconomic results by means of a series of organization of information and managementmethods. As more and more developers and webmasters popularize their self-designedapps via open platform,there are various issues have turned up and remain to be solved.<Shopping Choice> is an E-commerce shopping guide APP of recommendedpromotion information,which I started to prepare in2010,that released in the openplatform of Tencent in July,2012,it will select out all those highly cost effectiveproducts from TaoBao,JingDong,Tmall and PaiPai and other E-shops to gatherpopularity and create social network marketing for purpose of gaining middleman’s feeand mall allowance. There have been a lot of users with high loyalty to use the APPafter the release period of one year. It is still a deficient APP that is in the face of issueswith respect to the rate of flow,target population,user stickiness,management ofmarketing effect,etc.This paper,on the basis of correlation theories of marketing management andnetwork marketing,indicates the proper direction for establishing network marketingstrategy according to inner and outer circumstance and SWOT analysis of E-commerceand open platform.By making an analysis of the data of related websites and statisticanalysis of the existing websites data to subdivide the market. To select the substantialproducts for users in economically developed coastal areas by making an analysis ofthe characteristics of target population,in the meantime,the middle and high incomegroups,whose received a higher education and focus on the fashion and trademark andrational consumption,are the target market of this APP. Integrate the marketing strategyof4C and4P to draw up the marketing management strategy that is appropriate for<Shopping Choice> APP for this target market. It includes: the product strategy as thecenter of consumer needs,the price strategy based on consumer behaviour,the contentstrategy that is interactive with consumers,the promotion strategy that delivers theproduct information to existing consumers and the expanding strategy that drawsattention of more potential consumers. This strategy resolves the rate of flow and userstickiness of high transformation rate and low cost of <Shopping Choice>APP,meanwhile,it provides practical methods for all these five strategies. I’m hoping torefresh the present achievement to realize the systematization and theorization forpurpose of performing the study of social E-commerce and of providing a referenceand guidance for the development of similar apps.