Research On Marketing Strategy Of "S" Shopping Guide Website With AISAS Model

With the prompt development of electronic commerce in China,there is a big contradiction between people's increasing demand of online shopping and numerous and complicated information of online goods.It is desired that consumers need more other ways to get the information of favorite online goods,such as description and price.Shopping guide website was born to meet such requirements of consumers.The Shopping guide website is servicing consumer demand as the purpose,use the advanced Internet technology for distributed in all kinds of product classification and assessment on the network,through the valuable information and advice to help consumers in the shopping process provide meaningful reference,to help consumers better to buy goods and eliminate psychological errors.At the meantime,shopping guide website provides a platform for consumers for their communications,about their online shopping activities and experience of online goods usage.Currently,shopping guide website grows very fast in China.More and more operators are getting into such industry.But there is no comparative advantage when all such websites provide only information to consumers from collecting them in web.Those shopping guide websites can't get their own characteristics or brand effect with such practice.Consumer would see all the same information even in different shopping guide websites because of their information copies from each other.The industry shall gradually become homogenization.This article will be based on theoretical study,to analyze the environment of entire shopping guide website industry first,then get the favorable factors and unfavorable factors for development of shopping guide websites industry.After that,this article will conduct instance analysis of shopping guide website"S",with model "SWOT" to get "Strengths","Weaknesses","Opportunities" and"Threats" for this shopping guide website "S".Then the article will use "STP" market segmentation theory to analyze and get some appropriate segmented markets for it.At last,the article will provide some corresponding marketing strategies.Those strategies are based on improved "closed loop" AISAS model,which is in the center of "Share".Meanwhile,this article will provide some supporting measures to ensure such strategies can be carried out in shopping guide website smoothly.It is hoped that those researches and discussions about shopping guide website "S" can also provide references for all other shopping guide websites in future.