A Study On Optimization Of E-commerce Marketing Strategy Of Edward Eyeshield Lamp

This paper studied a typical network marketing case of a traditional manufacturing enterprise-Shenzhen Edward Eyeshield Lamp company which successfully achieved transformation by utilizing Internet thinking to analyze how should traditional enterprises make full use of Internet tools to transform and upgrade themselves when facing obstacles from region, time, price war, product homogeneity and other aspects. As committed to the promotion of high-end products, Edward’s eyeshield lamp has been developing for several decades. And Edward enterprise in the high-end market share is far ahead than competitors via elaborate management, and the product consumer groups are relatively stable. In recent years, however, other industries are using their own e-commerce platform to prefect themselves. Increasingly fierce market competition, enterprise is facing unprecedented challenges, Edward must find a creative way to improve its internal enterprise value. In allusion to the eyeshield lamp enterprise’s marketing model of Edward, the author of this paper carried out analysis and study to try to provide theory for the enterprise marketing mode and practice reference.The paper discusses current situation of the product deeply which about traditional marketing mode, and carries out marketing activities to point out the boundedness applying e-commerce platform to start marketing for it.Only by utilizing e-commerce platform reasonably can we achieve an healthy development of this product. In addition, based on Edward’s development plan of the development of the enterprise and analysis of the competitiveness of the enterprises in the market at present, the paper points out the enterprise’s external environment including political, economic, and social environment, and deeply analyses the advantages and disadvantages of rival; The paper also extracts SWOT to analyze Edward’s enterprise competitive advantages and disadvantages to point out the opportunity of development. After the analysis of the above situations, the paper puts forward the suitable marketing model for enterprise’s e-commerce-- in the full use of the advantage of traditional marketing model combining e-commerce platform, continuously expand the influence of e-commerce to improve enterprise’s popularity and influence, thus enhancing their overall competitiveness eventually.The conclusion of this paper is on the basis of the enterprise’s strategy to carry out the SWOT matrix putting forward suitable marketing strategy for it, the strategy having ecommerce platform and product promotions, pricing method, website promotion and advertising, and the implementation of different strategies formulated the appropriate implementation plan.