Research On On-line Marketing Tactics Of A Shop

The online shopping scale in China has been constantly expanded. For example, within one day on November 11, 2015, the business volume of Tmall reached as high as 91.2billion yuan. Attracted by such a huge cake, a growing number of businesses have entered the e-commerce field. However, many online shop owners were eliminated, as they did not know how to launch internet marketing. In the era of e-commerce, traditional marketing theories are challenged. Therefore, there is urgent need to develop proper Internet marketing theories to guide marketing of online shops.The research object is an enterprise which was originally a wholesale agency of importing Class Ⅱmedical devices and runs an online Taobao shop in the context of e-commerce. This enterprise hopes that it can develop into a cross-border e-commerce, in order to directly connect to end consumers, expand business channels, improve sales and spread its brand influence.In this paper, firstly, the basic condition and external environment of its online shop are analyzed. Secondly, the 4C Marketing Theory is applied to analyze marketing conditions of the online shop to pinpoint marketing deficiencies of this online shop. On this basis, marketing strategies are put forward. Thirdly, the sales volume change and other indicators are studied to evaluate effects of the marketing strategies.This paper falls into 5 chapters.The first chapter is the introduction part. In this chapter, research background, objectives and significance are introduced. An overview is made of Internet marketing, to elaborate the development of traditional marketing theories and latest Internet marketing theories, summarize characteristics of Internet Marketing and develop some methods to implement and evaluate Internet marketing methods.In the second chapter, an overview is made of the marketing environment of the Taobao Shop A. The page view, credit rating, sales volume and other basic information of the shop are introduced. Moreover, the External Factor Evaluation(EFE) matrix is used to analyze and rate external opportunities and threats of the shop.In the third chapter, the 4C Theory is applied to analyze the Taobao Shop A. In this chapter, the 4C Theory is applied to study the shop from four perspectives: consumer demand, cost, communication and convenience. To be specific, the industry hot search words, consumer behavioral preference, images and positioning of target consumers, consumption power of buyers, the transaction price zone, conversion rate, DSR dynamic scoring, payment modes, logistics timeliness and other indicators are investigated to study the shop. On this basis, the marketing situation and deficiencies of the shop are identified.In the fourth chapter, marketing strategies for the Taobao Shop A are developed. To make up for marketing deficiencies of the shop identified in the third chapter, the author develops some marketing strategies, including shop style positioning(differentiating products and decentralizing products), customer service improvement(training personnel and highlighting performance of personnel), membership marketing maintenance(organizing the RFM model, activating inactive members, and interacting with members), multi-faceted marketing(launching time-limited discount activities and associated marketing) and MOW management(optimizing the detail page and eliminating and explaining negative reviews from consumers).In the fifth chapter, effects of implementing marketing strategies are evaluated. Statements of the shop are used. A comparison is made of data about the sales volume of the shop before and after the implementation of marketing strategies, to evaluate the effectiveness of marketing strategies developed in the fourth chapter.