Strategy Research Of Network Marketing For Winder Electric Ltd

In recent years,online sales scale expands rapidly in China.It has become the very important sales channel with huge influence currently.Winder Electric Ltd has gain rapid development while it entered the online sales channel only 5 years.And the online sale gradually becomes the company's main source of performance.But under the rapid development of information technology,it has great changes on marketing.Product intelligence has been greatly improved.Product sales prices have become more transparent.Barriers to entry of sales channels have been weakened.And new marketing methods emerge in endlessly.All of these have brought a huge impact to Winder Electric Ltd.It is necessary for Winder Electric Ltd to develop effective network marketing strategy to seize the development opportunities of network sales and better cope with the development and change of the marketing models.This paper firstly analyzes the new challenges to the enterprises during the development and changes of current marketing model.And put forward the research and exploration of network marketing strategy for Winder Electric Ltd,through which to provide a reference for enterprises to better carry out the network marketing.At the same time,it systematically reviews the related theories of marketing and related literature about network marketing and industry environment of Chinese small appliances.Then,through the analysis of the macroeconomic environment,industry environment of the domestic home appliance and internal environment of Winder Electric Ltd,It finds out the advantages,disadvantages,opportunities and challenges of Winder Electric Ltd.And through SWOT analysis,the new development strategy for Winder Electric Ltd is specified to be the reverse strategy which means Winder will try to turn their weaknesses to advantage.Meanwhile,they will seize the opportunity of rapid development of small household electrical appliances.And will enhance their brand popularity and gain much more development opportunities.Later,through analysis of the network consumer characteristics of small household appliances,the market segments are specified.By evaluating the attractiveness of each market segment and adaptability of Winder Ltd in different segments,the target market is fixed in the 25 to35 years old and highly educated married male market in economically advanced areas.At the same time,considering Winder's attribute location and interest orientation,the value orientation of Winder brand is identified as"easy to create a delicious and affection".Furthermore,according to the market positioning of Winder Electric Ltd and the application of network marketing,the network marketing strategy is made covering five aspects of product,pricing,sales channels,network advertising and customer relationship management.Finally,safeguards from four aspects including cultural protection,organizational protection,technical support and financial protection are made for the implementation of Winder's network marketing strategy.Through this study,it provides reference of better utilization on network marketing and information technology to carry out marketing activities.And by above measures,Winder Electric Ltd will adapt the development and innovation of network marketing hopefully.Furthermore,hope it will promote the expansion of the Winder's brand awareness and market share.And offer reference to small home appliances industry for making network marketing strategy.