Research On Marketing Strategy Of M Silver Company

For the rapid development of cross-border e-commerce in recent years,with the advantage of low price and small size,silver jewelry products becomes hot in every cross-border e-commerce platform.Selling on the cross-border e-commerce platform,Chinese silver brands break the regional restriction,reaching to more and more international consumers.Compared with the entity store,online shop has lower cost and less area limit,not only provide more competitive prices,but to allow consumers to have wider choices among the products.As online shopping environment becomes mature and the network technology developed,international consumers are more sensitive to the changes of product prices.They demand higher product quality and better customer service.Therefore,there are more challenges and competition for silver jewelry store to open overseas market.Firstly,this paper introduces the organizational structure,operation mechanism and current marketing problems of M silver company,and then analyzes the internal and external environment,platform policy,as well as the main competitors and the characteristics of consumers on the platform.Secondly,we use the SWOT method to carry on the comprehensive analysis,according to the different age groups and the different needs of consumers in the market,using product strategy,price strategy,promotion strategy,distribution strategy,and customer service strategy and with internal management,resource allocation,other actual situation and marketing management theory to set M silver company's basic marketing ideas.In addition,this paper combines the company's business data,market survey data and marketing management theory to analyze the existing problems and put forward reasonable solutions,trying to make the above functions of the strategy to give full play to the work and implement them one by one.