Research On Marketing Strategy Of Social E-commerce

With the rapid development of society,China’s economic development and people’s living standards have improved qualitatively.In this environment,as a new e-commerce model,social e-commerce emerges as the times require.It is different from the traditional e-commerce model.Social e-commerce combines the dual advantages of social and e-commerce,and develops rapidly in a few years.It has become a prominent foreign force in the e-commerce market.In order to speed up the development of social e-commerce in China,the Ministry of Commerce,the Central Network Information Office and the Development and Reform Commission jointly issued the Thirteenth Five-Year Development Plan of E-commerce in 2016,which clearly proposed encouraging the development of social e-commerce.The proposal of this plan not only enlarges the scale of e-commerce market,but also makes many enterprises break the original business model and transform to a marketing model more in line with the market environment.In this context,this paper studies the problems and Countermeasures in the process of social e-commerce marketing.Taking the case of "more than one" as an example,the topic is selected from the actual case.The research results put forward have a certain practical role in the development of social e-commerce in China.In this paper,case analysis,questionnaire survey and other research methods are used.Firstly,the research background,research content,research ideas and methods are introduced.Based on the research of social e-commerce and network marketing,this paper analyses the current market situation of social e-commerce,introduces the development of multi-case and current marketing strategies,designs and distributes multi-market questionnaire.The content of the questionnaire is divided into three parts:(1)customer survey;(2)market satisfaction survey;(3)problem survey.Based on the data obtained from the questionnaire and the 4P and 4C theories,we find and summarize the problems existing in the case-based multi-marketing: product problems,reputation problems,service problems.In view of these problems,this paper makes a detailed analysis and puts forward solutions: establishing demand-oriented product strategy,enhancing corporate image strategy and consumer-oriented service strategy.Finally,this paper tries to give some enlightenment to the development of social e-commerce marketing in China from the development path of more cases.Based on the analysis of the advantages of multi-marketing,this paper puts forward some suggestions for the development of social e-commerce from the growth and maturity stages of social e-commerce.In the initial stage of the growth of social e-commerce,we should build a strong brand image with the help of the characteristics different from other competitors and develop our own unique marketing model.In the mature stage,we can regard "small profits and more sales" as the main business model.At the same time,when we grow to a certain stage,we need to consider the transformation and upgrading of e-commerce,and grasp the opportunities in accordance with the trend of the times.And timing.Suggestions for the development of social e-commerce are put forward according to the disadvantage of many cases: establishing and perfecting supervision system,optimizing product strategies,and meeting customer-centered needs.This paper combines theory and practice,and the results provide theoretical guidance and practical operation ideas for social e-commerce in the fierce competitive market.