Marketing Strategy Analysis Of Children’s Wear Industry Alibaba Platform

With the development of electronic commerce in China’s vigorous development,more and more industry embarked on the road of electronic commerce, many companies and individuals to go on the children of e-commerce marketing is the way,the entire children’s electric industry has been rapid development. Some time earlier,children enter itself has a certain well-known brand of electric company, after several years of development, the formation of online brand, a stable customer base,the company as a whole has entered a virtuous cycle of the state. However, in many of the children’s clothing business, many companies due to the lack of electric marketing theoretical knowledge and practical experience, leads to the company’s poor management,because of the small scale and the long-term by funding problems of pressure, once the relevant piece of business risk.This paper takes A company as the research object, the use of electronic commerce and marketing theory as a guide, the use of PEST and the SWOT analysis tool,for A company exists in electric marketing issues,such as the company did not own brand products, product channel by children’s clothing factory and wholesale markets, the ability to work related personnel, customer service staff service is not bad in place and the sale of the company are poor, advises are given A electric business marketing strategy and improvement measures : through its own brand construction to realize personalized products and channels for free, through improved service and the establishment of membership system formed its own customer base, the use of SEO(search engine optimization) method, flow promotion strategy and flow conversion strategy to achieve product sales growth. The hope for A company and A company similar electric company’s marketing work and provides some help. This paper first expounds the related theory of e-commerce and marketing strategy; secondly, the use of SWOT analysis, the A company’s superiority and existing problems are analyzed. The use of PEST analysis of the A company’s external environment is analyzed; finally, aiming at the existent problems of the A company, has carried on the elaboration from four aspects of product,price, channel and service, and puts forward a series of solutions to improve sales through the use of SEO method, flow spreading and flow conversion method, hope that through the analysis and suggestions this paper can increase the sales of A company out of difficulties, to achieve a new leap.