Research On The Marketing Strategies Of M Shopping Website

With the rapid development of e-commerce, online shopping has become an essential part of people's life. The rise of online shopping has not only changed people's consumption habits and lifestyle, but also broke the traditional industry pattern of China,opened a new economic model, put great impacts on the adjustment of economic structure. It has been reported that in 2014, China's online shopping market transactions reached 2.8 trillion, with an increase of 48.7%, roughly equivalent to 10.7% of the total retail sales of social consumer goods. In 2015, this figure is still growing.M shopping website is a new online shopping platform based on a second tier city in western China. In January 2014, M shopping website was formally launched, and the annual online transaction volume of 2014 reached RMB 120 million yuan. As a new online shopping website based on a second tier city in western China, to survive under the great pressure from Taobao, Jingdong, Amazon and many other major sites and make profits in the online shopping market, will be largely dependent on the site's marketing strategies.This thesis takes research on the marketing strategies of M shopping website as the topic. The first part of this thesis introduces the background and significance of the research, the thought and the method as well as the present domestic and foreign research situation. The second part describes the theory of network marketing, and introduces the experience and inspiration from the domestic and foreign major shopping websites. The third, fourth and fifth parts of this thesis are the main parts of this thesis.Firstly, the macro marketing environment of M shopping website is analyzed from the aspects of political, economic, social and technical environment, and then the SWOT analysis of M shopping website is carried out, from which are the strengths, weaknesses,opportunities and threats. The fourth part firstly introduces the operating status of M shopping website, and then analyzes the present marketing measures of M shopping website from four aspects of product, price, promotion and place. And then this partpoints out the existing problems of M shopping website's marketing measures and the possible consequences. The fifth part puts a forward research on the marketing strategies of M shopping website from the aspects of product strategy, price strategy,promotion strategy and place strategy, and then points out the marketing direction of M shopping website. The research and the marketing strategies can solve the problems of M shopping website, improve the efficiency of M shopping website, and also can be used as references for other small and medium-sized shopping websites.