Research On E-commerce Marketing Of C Enterprises

With the rapid development of informationization and the acceleration of economic globalization,the competition among enterprises is becoming increasingly fierce.To reduce transaction costs and to expand their business channels,as a new way of marketing,electronic commerce has been booming.Many enterprises are expanding towards e-commerce,and they try to make use of the advantage of e-commerce marketing,to improve the sales of the enterprise,and to win big profits for the enterprise.B2 B e-commerce marketing is one of the most attention to marketing mode of the enterprise,and is also one of the most popular marketing model of enterprise application.Opening up e-commerce marketing model makes the enterprise online efficient to complete the transaction activities,helping the integration of the supply chain,and bringing more opportunities,but also can reduce the cost of enterprise information,labor cost,for enterprises to open up a potential space for development.Based on the research target of exploring the improvement of Chifeng enterprise e-commerce,and based on the characteristics of e-commerce marketing,this paper first analyzes e-commerce marketing environment of the enterprise.Then,combined with the general situation of the enterprise,marketing status,enterprise resource capacity and other aspects of the elaboration,mainly from the perspective of marketing strategy and marketing strategy,this paper points out the problems existing in chifeng silicon industry e-commerce marketing.Finally,based on the above analysis,combined with the SWOT analysis of the enterprise,and on the premise of overall grasp the advantages and disadvantages enterprise,this paper puts forward some countermeasures and suggestions for enterprise from two aspects: marketing strategy and marketing strategy,so as to provide guidance for enterprise's electronic commerce marketing activities,to expand e-commerce marketing model,to widen the enterprise marketing channel in the fierce market competition,to seeks for the enterprise survival and development,and to build competitive advantage.The research shows that in the era of the rapid development of the Internet,e-commerce marketing has become one of the mainstream marketing models.At the level of marketing strategy,the e-commerce marketing of chifeng silicon industry has the following problems:first,insufficient customer data mining;Second,the target market is not clear,and the market positioning is not clear;Third,the lack of e-commerce marketing related investment.At the level of marketing tactic,chifeng silicon industry lacks e-commerce marketing,and e-commerce marketing channels are single,and e-commerce marketing strategy level is low.According to the two aspects of problem,this paper puts forward some suggestions: from theperspective of the marketing strategy of the enterprise needs to rely on the enterprise's resources and capabilities,and to develop the overall plan of e-commerce marketing,at the same time to make market research analysis,next to choose target market,and then to determine the market positioning of their products.In addition,company needs to integrate their resources,and to increase investment in e-commerce marketing money and manpower.From the perspective of marketing tactic,combined with the 4P marketing strategy theory,from the perspective of product,Chifeng is suggested to determine product positioning under the guidance of marketing strategy,to create product image,and to implement certain service and safeguard measures;From the perspective of price,enterprises should adopt dynamic pricing strategy to promote sales flexibly;From the perspective of channels,the enterprise can build online marketing platform with complementary product suppliers to reduce costs and share resources.From the perspective of promotion,the enterprise should rely on product positioning,and then should create product image,conduct word-of-mouth marketing and establish product image.