Study On A Company’s Network Marketing Strategy For Domestic Market Development

Export-oriented companies is an important driving force to promote China ’s economydevelopment. Affected by many factors of the international financial crisis in2008and the European debt crisis, competition in foreign markets becomes more and morefiercer, making the comparative advantages of export-oriented companies graduallydisappeared. As sluggish consumer demand of foreign markets in stark contrast to thestrong domestic market, China’s growing consumption potential is gradually releasedunder the strong impetus of a new round of urbanization and industrialization. Lots ofexport-oriented companies have set their sights on the domestic market recent years.Meanwhile, the rapid development of domestic e-commerce and internet marketingwith information technology, convenience, personalization, cost reduction and otheradvantages will undoubtedly provide a powerful approach for export-orientedcompanies to expand domestic market.However, to successfully develop the domestic market is not easy for export-orientedcompanies, especially in overcoming constraints to expand channels for domesticmarket, as well as differences in business ideas, marketing model and marketenvironment.In this paper, taking the recent international trade situation and domestic markettrends as research background, from a theoretical point of view to discuss developingdomestic market is match with export-oriented companies’ future developmentstrategy. Through analysis, to point out the importance of network marketing whiledeveloping domestic market. The paper studies the actual situation of A company,using SWOT method to analyze the strengths, weaknesses, opportunities and threatsin developing domestic market, combined with theoretical knowledge of networkmarketing and relative theories, giving suggestions for using network marketingstrategies to expand domestic market. It has a positive impact on network marketingstudy and application, as well a reference to the vast small and medium exportenterprises that face the similar situation.