A Study On The Network Marketing Strategy Of Comprehensive B2C E-commerce Enterprises

According to the monitoring data from China E-Business Research Center, thetrading volume of Chinese online retail market had reached￥18,851trillion byDecember,2013, rising42.8%from a year earlier. The trading volume of network retailmarket in China had accounted for8.04%of the total retail sales of consumer goods, andthe amount of online shoppers had been up to312million. Network retail market isconstantly strengthened by the combination of the increasing purchasing power ofshoppers, development of consumption habit and the change of social communicatingand shopping forms. Represented by integrated B2C e-business enterprises, some onlineretail industries have begun to change the pattern of traditional retail industries. Thesignificance of network as a new market channel is more and more obvious.Consequently, e-business enterprises have to specify the online marketing strategycentering on consumers’ purchase decision process so as to consolidate and promote theircompetitive status as well as to improve their profitability.Staring with literature review, this thesis analyzes the research situation of onlinemarketing strategies both by Chinese and foreign scholars and further clarifies theresearch purposes. Then it expounds some relevant theories of online marketing with theintroduction to the emergence and development of it and the definition of its concept.Together with analysis of the features of network marketing, those help to lay atheoretical foundation for the following research.By means of the description of thecurrent situation of Chinese integrated B2C e-business enterprises, their conditions anddisadvantages of network marketing strategies are summed up.Based on relevant theoriesof Consumer Behavior and Network Marketing, this thesis preliminarily constructs amodel of factors influencing online shoppers’ purchase decision. By questionnaires itanalyzes the network purchase behaviors of consumers, and it revises and improves themodel by collecting and verifying data.Finally, with the help of the model, the thesismakes a deep discussion about network marketing strategies from focused aspects ofintegrate B2C e-business enterprises like brand construction, product positioning, price strategy, channel building and network design, which is of necessary instructivesignificance for integrate B2C e-business enterprises during network marketing.