The Research Of Networking Marketing Strategy Of QD Brewery

With the rapidly development of the Internet economy,more and more traditional companies are increasingly turning to the internet market.From 2013 brewers who are adept at intensive distribution are onwards for networking market. By the end of 2014, beer on networking market sales reached nearly 1.4 billion yuan, with the increase of nearly 12% year-on-year.However, the beer industry as a whole saw sales drop by 0.96%, is the Chinese beer industry Negative growth for the first time in more than 10 years,under the international environment, policy-oriented and driven by various factors such as changes in the market in 2014.Facing the double expression of traditional marketing and network marketing, as an industry leader, QD’s Brewery pay more attention on networking market in corporate strategic planning.In this background, this paper analysis Internet marketing situation for QD beer,combines of marketing and the actual business data, argues the follow-up improvement strategies of network marketing.In the first place this paper describes research background and theme ideas, and then analysis an external macro environment and competitive marketing environment environmental on the network marketing of beer,analysis QD beer marketing status quo and points out the problems based on SWOT.Through case studies,the author studies existing Internet marketing strategy under the guidance of the theory.In terms of products and secondary packaging should pay attention to the optimization of the existing product structure and category, by analyzing the existing demand and potential demand of consumers for product strategy formulation.The author keep the point of focus on product package design, secondary packaging standards for implementation,improving percentage of products with high added value in product mix. increasing transactions per customer transaction so as to better contribute to the volume increase.In channel development strategy, QD beer could grab a third party platform in the market first, focusing on Tmall to win first place,and expand channels of other categories in all network marketing.QD beer could build own network platform in due course,layout vertical e-commerce channel.Then by working closely with the heads of the platform category communications, optimize existing marketing methods and tactics.It is not encouraged following the trend of the participation blindly but input of all kinds of promotional activities, according to the business development target and strategy for their own marketing strategies.In order to ascend QD beer business profitability, the company needs to optimize existing storage and logistics models, reduce the cost of warehousing and logistics operations through outsourcing business model.It would make e-commerce business to positive business development. Finally the company attaches importance to existing member resources and information mining, categorizing and grading current members through the RFM model.Depending on the strategy and business objective, the company selects member for secondary marketing, improving the viscosity of businesses and consumers, enhancing consumer loyalty to the brand. According to research findings and business status quo of network marketing strategy, the author give reasonable suggestions.