Research On Micro-Marketing Strategy Of Wenzhou Beiji Trading Company

With the rapid development of science and technology and the arrival of mobile internet era,the application of social tools such as Wechat,Micro Blog and mobile terminals likemobilephones,tablets has become more and more popular.However,due to the real economy is facing a series of obstacles such as high rent,artificial expensive and difficult promotion,as a new marketing mode,micro marketing has brought new development opportunities for enterprises.And the health industry as the current national attention,national aspirations of the industry,can not only improve the national standard of living,extend the average life,but also in line with the national policy of the health of the residents,it is a sunrise industry,the general trend.As a new marketing technology,the development of micro marketing is not mature,how to maximize the use of the model for enterprises to create profits,is a problem that enterprises must think.Taking Wenzhou Beiji trading company(the following called Beiji company)as the research object,based on the understanding of the company's basic situation and marketing status,this paper makes a comprehensive analysis of the marketing environment and advantages and disadvantages of the company through the methods of PEST analysis and Potter's five force model analysis.And Beiji company has implemented the operation of micro marketing strategy for three years,and found out the existing problems and shortcomings.Accordingly,the combination of 4P and 4C combination of marketing strategies to enhance customer satisfaction analysis,starting from the point of view,to expand the scale and enhance the quality of employees and agents to communicate marketing capabilities as a way to increase profits,and improve performance as the foothold,develop and expand the product line with O2 O,multi-channel operation and development,strengthen the interactive communication with APP customer micro marketing strategy.Then,a series of safeguard measures were made for the implementation of micro marketing strategy,so as to ensure the smooth and orderly implementation of micro marketing strategy.Finally,the article looks forward to the development prospect of Beiji's implementation of micro marketing.As a whole,it has a certain reference value to the company's micro marketing strategy.