E-marketing Strategy Research Of Botai Stationery

As a part of culture industry,stationery industry is mostly dominated by Europe,America,Japan and other developed countries and occupied the majority international market share.With the rapid increases in consumer spending,the whole market size showed a tendency to expand with no exception on stationery.In the future,with the continuous improvement of living standards,the prosperity of the industry and the support of the government for industrial upgrading,it is expected that the scale of cultural products will continue to grow in the future.As a traditional cultural nation,domestic stationery market is still in an unsaturated state which has led to many large foreign stationery brands such as Europe and Japan have set up an institutional team and build their own channel to seize the vast market.Compared with low-tech,low brand value and single marketing model in China,foreign brands usually have their own core competitiveness consist of high level innovation and strong brand operation ability.It must be noted,in recent years fierce market competition and gradually mature market capacity have brought many uncertainties incurs risks of marketing strategy to enter in such as fierce environment of competition,maturing market structure and so on.It is important to establish a serious of marketing strategy systems to the new entrants.In this paper,the Botai Stationery is researched as an example.We firstly use PEST analyze model and company organization structures to analyze its operating environment.Secondly,it is analyzed to explore the five internal control elements through the network marketing framework theory.At last,we constructed an integrated and effective marketing system.A perfect network marketing system for the Botai Stationery is network integrated marketing,network soft marketing,network relationship marketing,network direct-marketing,database marketing,etc.These researches can provide practical reference for network marketing of stationery industry and test the feasibility of marketing theory of Botai Stationery as well.