Study On The Marketing Strategy Of ZQ Electronic Commerce Company

ZQ company is a company specializing in producing, researching and selling of hair accessories. After more than ten years of exploration, there are some bottlenecks in the traditional marketing model that bound the company’s development. As the rapid development of the information age, ZQ company is trying to seize the opportunity to seek new markets in the field of electronic commerce.In this article, based on the e-commerce and marketing theory and the company’s current situation, ZQ company is regard as the research object. Through analytical investigation for macroeconomic environment, industry environment, the consumer environment,competitor, the author put forward the major questions exiting in traditional marketing model.The significance of the company’s e-commerce marketing strategy is obvious. In order to explicit the importance of e-commerce to ZQ company, the author analysis the strategic resources and core competencies, and SWOT matrix, summarize strengths and deficiencies,combined with the specific operations of the company and the company’s own requirements,proposed integrated marketing model, e-commerce channel development, brand building,marketing and service e-commerce marketing strategy. ZQ company hopes to enhance the competitiveness in hair accessories industry, but also to create greater benefits for ZQ company.