Research On Marketing Strategies Of Start-ups

On the summer Davos BBS in September 2014,Premier Li keqiang proposed to start businesses in China,and since then,China has set off a wave of mass entrepreneurship.Entrepreneurs are basically the young generation,they have the passion and enthusiasm to start a business,.As a result,the national entrepreneurship and innovation gene are inspired.But for start-up companies,they will still face a series of problems,such as insufficient funds,personnel structure is imperfect and so on,which are necessary for start-up companies to solve in the beginning of establishing.The marketing problem is the key to development of the start-up enterprise,and they will not be able to realize the profit without marketing revenue.So the marketing problems in study of start-ups has the very vital significance,which is concerned with the whole development of market economy of our country.BATC company was founded in 2016,which is engaged in e-commerce platform research and development.BATC micro store is the mobile network shopping platform,aiming to build a national boutique supermarket.With the support of the country for the online shopping platform and the improvement of residents' consumption ability,people pay more attention to the dressing and quality of life,and the company is facing huge opportunities in the market.Therefore,companies should take advantage of the present stage of the existing talents,channels,the advantages of the technology and capital,then formulates marketing strategy for the future development of the company.The main contents of this thesis are as follows.Firstly,it introduces the research background,research significance,research status and research methods at home and abroad.Secondly,it introduces the theories related to marketing.Thirdly,it introduces the profile,model and marketing characteristics of start-ups,and analyzes the cases of three successful companies of Xiaomi,Meituan and Pingduoduo and one failed company of Lashou Net,so as to find out the common points of successful marketing of start-ups at the beginning of their business After that,this thesis introduces Beijing BATC company and analyzes its marketing environment.Chapter five analyzes the marketing strategies and problems of the BATC,and chapter six gives suggestions on the optimization of BATC's marketing strategies.Finally,the thesis comes to a conclusion and makes a prospect.