Study Of A Company’s Marketing Strategy Based On The Platform Of "Goods Online In Guangdong"

Internet brings enormous change and business opportunities to enterprise marketing, anddevelopment of e-commerce in China opens up new prospects for traditional enterprisecarrying out online marketing. This paper studies marketing strategy of A company based onthe platform of “Goods online in Guangdong”. A company was lack of modern marketingmethods and marketing strategies. With the penetration of e-commerce to the apparel industry,increasingly competitive in apparel market and the traditional marketing methods haveenabled enterprises into competitive bottlenecks. A company must implement strategictransformation, leveraging e-commerce to carry out online marketing.This paper uses the marketing theory taking A company as the research object to designmarketing strategy for A company based on the platform "goods online in Guangdong". Thispaper consists of five parts, first, it reviews the research dynamic of corporate marketing andexpounds basic related theories of e-commerce, marketing, online consumer behavior and soon; the second part describes the overview and program design of the platform, including theactivities and awareness programs, as well as how the platform promotes A company todevelop; the third part analyzes the marketing status of A company; focus on SWOT analysisof A company’s online marketing; the forth part is the focus of this paper, it designs themarketing strategy of A company based on the analysis of the STP strategy of A company’sonline marketing, it makes optimizing recommendations for A company’s online marketingstrategy respectively from six aspects: product, price, promotion, popularize, channels andcustomer relationship management; the fifth part puts forward specific implementationmeasures for marketing strategy mainly include: formulating business development targets,strengthening promotional efforts, clearing promotional incentives and perfecting qualityassurance system and after-sales service system; at last, it expects the marketing effectivenesswhich the platform of “Goods online in Guangdong” really do support marketing of Acompany from economic, marketing awareness and customer satisfaction indicators.This paper studies marketing strategy of A company based on the platform of “Goodsonline in Guangdong”. The author hopes the research results of this paper can provide thetheory instruction for A Company’s carrying out online marketing; on the other hand providesome experienced reference for the other SMEs in Guangdong Province to carry out onlinemarketing with the platform of "goods online in Guangdong".