The Market Strategy Research Of King-Mei Lighting's B2C Business Platform

According to a real case of Kaimei lighting, through the analysis of domestic lighting enterprises B2 C electronic business platform, the contents of the paper mainly includes three aspects: one is the lighting enterprise business platform for network marketing feasibility, and the second is the lighting retail brand B2 C electronic business channel positioning, kaimei lighting B2 C business platform of the marketing and the implementation strategy. Through these three aspects, the paper discusses how to apply the business platform for marketing lighting business, and the corresponding marketing strategy, business platform positioning and marketing mix.In the first part and the second part describes the research on the marketing strategy of B2 C business platform and the background of marketing theory needs to be applied to, and provide theoretical support for this study. The third part introduces its lighting and other lighting companies at home and abroad in the current marketing strategy of B2 C business platform. The fourth part focuses on the analysis of kaimei Company lighting products through electronic business platform of B2 C marketing may encounter problems, and kaimei lighting B2 C electronic business platform for market segmentation, target market selection, market positioning, STP strategy. The fifth part of kaimei lighting product strategy, pricing strategy, sales channel strategy, promotion mix strategy are analyzed in detail.The conclusion can be kaimei more explicit B2 C electronic business development direction, on the other hand will of lighting and building materials industry marketing strategy provide a reference in this paper through the analysis of kaimei lighting business platform product marketing strategy and tactics.