Research On The Marketing Strategies Of Tmall Online Store Of Hunan Haoweiwu Food Co.,Ltd.

With the development of information t echnology,popularity of the Internet and surging internet economy,the Internet and e-commerce have greatly changed people's way of living.To follow the market trend,Hunan Haoweiwu Food Co.,Ltd.opened its online flagship store on Tmall.com in 20 14.Though remarkable achievements have been made during the one-year operation,yet there are still many challenges for the company such as poor product competitiveness,relative-low profits and high operation cost.This study applied domestic and international marketing theories to domestic e-commerce operation.The paper firstly illustrated its research background and significance.Based on current research achievements,it put forward methodology and contents for research on marketing strategy of Haoweiwu onl ine store.A series of methods such as PEST analysis,five forces model,SWOT analysis were adopted to analyze Haoweiwu's internal and external environment.In light of Haoweiwu's marketing condition,analysis has been conducted to segment market,identify the online store's target customers and market positioning.Related suggestions were given to improve Haoweiwu's strategies on products,price,distribution channel and promotion.The study finally put forward a series of safeguard measures to facilitate the implementation of Haoweiwu's marketing strategy.Haoweiwu needs to own up to its problems and shortcomings,and energetically expands its network market.In face of fierce competition in Taobao and based on young female's preferences,Haoweiwu should adopts a distinctive strategy focusing on product differentiation and personalization.The company should pay attention to food safety,improve online-offline marketing channels and provide high-quality products and service for customers.