Analysis Of The Strategy On M-commerce Marketing

With the infiltration and transformation of the mobile internet to the retail industry,the form of transactions is undergoing the great change.From the use of Internet technology to liberate enterprises to liberate individuals,the business model of sharing economy has gradually developed in various fields.A large number of physical entities have moved to mobile network marketing channels,using mobile internet marketing methods to develop sales strategies,and occupy the market to achieve the increase of sales volume.Mobile internet social retail is the future direction of sales,the research on mobile network marketing strategy and how to make the reasonable marketing planning are of great importance to merchants.Based on the concept of shared economy model,By sharing shopping,Yun Ji E-shop materialized the transformation of e-commerce into new marketing retail mode.This paper takes Yun Ji E-shop as the object of study,first analyze the current marketing situation and then find out the shortcomings of the current implementation of marketing programs.According to mobile e-business,mobile network marketing,and target marketing theory as the guidance for analyzing the mobile network marketing of Yun Ji E-shop.Using PEST environmental analysis method to analyze the macro environment of Yun Ji E-shop and to determine the macro background and the industry competition.Through the analysis of the competitiveness of the five forces model,the competition in the industry and the competitive advantage in the industry are considered,which lays the foundation for the development of marketing strategy.According to the analysis of the environment,the market segmentation of Yun Ji E-shop will be carried out,and then decide to cut into the market,combine the target market to complete the marketing positioning of Yun Ji E-shop.A new solution is proposed for the insufficient network marketing strategy.