Research On Network Marketing Strategy Of XB Shopping Guide Website

With the rapid development of internet in China, the proportion of retail network in the total retail sales of social commodities higher. The traditional retail enterprises pay more and more attention to the network marketing. They want to use the network marketing and the resources advantage of enterprises develop rapidly. The website of XB network shopping guide create a new business model for the professional market on Internet, it providing a platform to help small retail enterprise develop network marketing. It has important demonstration significance. Through research on the website of shopping guide and retail network in this paper, it proposed the network marketing idea to use4C marketing theory and created a network marketing strategy with the4P marketing theory for XB website. The combination of network virtual currency and viral marketing in network marketing methods promoted website’s users and merchants using the virtual currency. It solved the problems of network marketing in XB website and increased the economic benefits significantly.Based on the XB website as an example, Firstly, this paper analyzed the market situation and problems in the website of Shopping guide. It found the network shopping guide as a promoter on the retail network market, got an analysis about the business models and the development trend in network shopping guide filed. Secondly, it summarized the business model, the structure of product, characteristics in XB website, analyzed the internal and external environment to define the issues on network marketing in XB website. Finally, the XB website determined the market segmentation and target market. It proposed the combination of network marketing strategies using the theory of STP and4P. These strategies includes the differentiation product strategy, the differentiation pricing strategy, the combination of direct sales and distribution channel on network, the promotion strategy with sales promotion methods to using the gift promotion, the rebate promotion, the bundle promotion.Through carry out the network marketing strategy in this paper, it improved the effect of network marketing in XB website greatly. The user number and activity has been improved greatly. The website have more than300000registered users and more than500orders per day. An innovation of network marketing method is used in this paper. The method combined with the network virtual currency and viral marketing activities to attract website user, network distributor and merchants use the virtual currency. The network virtual currency release and recovery of normal operation. It made good marketing effect. The continuous improvement on the network virtual currency system combined with the business of financial in HQ group, it can provide support for apply the third party payment license. The network marketing strategy of XB website, not only resolved the problems of the network marketing in XB website but also provided a valuable reference for other websites.