Research On Optimization Of Marketing Strategy Of Small Micro-merchant In Wish Platform

With the development of mobile Internet and international logistics,cross-border payment of continuous improvement,China's cross-border trade in foreign buyers procurement behavior has been from the traditional long-term goods,large purchases,the amount of large to the main trade,Miniaturization,fragmentation and short purchase cycle,frequency and other cross-border electric business model change.From 2014 onwards,due to the strong promotion of national policy,more and more traditional foreign trade enterprises and individuals fought cross-border electricity export market,the rapid development of cross-border export platform gave the original no export qualification of small micro-merchant(Business and personal businesses)has brought an unprecedented opportunity for development.At the same time,the cross-border electricity business platform due to the influx of small micro-businesses,competition continues to intensify,more and more difficult to do business,how to do marketing strategy research,optimization,is now every small micro-business needs careful study And thinking about the problem.In this paper,the cross-border electric business platform wish small business as an example,to optimize the marketing strategy as the starting point,the system is now the study of the small business strategy of the status quo;analysis of the small micro-merchant marketing strategy problems and the reasons And put forward the Wish of the small micro-merchant marketing strategy to optimize the path;on this basis,clarified the Wish of small micro-merchant marketing strategy to optimize the specific measures.Specifically:the marketing strategy level of the centralized strategy;tactical level of differentiation strategy;value level of brand promotion strategy.In this paper,the STV triangular model theory is used as the research theory to study the marketing strategy of wish micro-merchants from three aspects:strategy,tactic and value.Through the use of access to literature,this paper analyzes the typical case and qualitative and quantitative methods,Combined with practical interviews,visits,surveys and other means to carry out research and thesis writing.It is hoped that this article will promote the development of the marketing strategy of the small and medium merchants in China,and promote the sustainable development of the small micro-merchant,and hope to provide some help for the development of China's cross-border export and retail industry.