Research On Marketing Strategy Of LG Football Equipment E-commerce Company

The rapid development of Internet technology and the widespread application,bring the social and economic development of our country great changes at the same time,also changed the enterprise economic development structure and the marketing pattern,changed people’s consumption habits and behaviors.The network shopping has won consumers’ affection and praise with a new way of consumption.The current network shopping service mode mainly has B2C platform and C2C platform,among which Tao Bao platform is the fastest growing and most successful case of domestic C2C platform.Tao Bao platform of network trade has become a popular concept of consumption and investment model.For many stationed on TaoBao platform for electronic commerce companies,how to occupy the advantage in the competition in the network market,what strategy to win the initiative,is one of the important tasks facing e-commerce companies.In this paper,we take LG football equipment e-commerce company as the research case,explore the Internet marketing strategy of e-commerce companies,and enhance its market competitive advantage has important guiding value.Based on electronic commerce and marketing on the basis of summarizing the related concepts and basic theory,this paper introduces the LG football equipment e-commerce company’s basic situation,PEST method is used to analyses the marketing environment and the main competitors,questionnaire survey method was used to study the key factors affecting network consumer purchase behavior,using the method of SWOT analysis of the company in a competitive environment has the advantages and disadvantages as well as the external environment opportunities and threats brought by the company.Study found that LG football equipment e-commerce company,the great achievements in the field of electronic commerce,marketing strategy has a certain merit,but at the same time,the electronic commerce company in marketing management also has such as "promotion and marketing model of a single,lack of marketing management,inventory management is too extensive,logistics competition caused by the poor quality of service" and so on.They have seriously affected the operation of the e-commerce company.For this purpose,based on STP and 4Ps theory,this paper studied the market segmentation and target market selection and positioning of LG football equipment e-commerce company,put forward the talent,fund and technical safeguard measures to promote the development of LG football equipment e-commerce company "product strategy,price strategy,channel strategy,promotion strategy" and strategy implementation,in order to promote the business of LG football equipment e-commerce company to better meet the market demand and enhance its comprehensive competitiveness.