Research On The Network Marketing Strategy Of J Brake Pad Company On The B2C E-commerce Platform

With the rapid development of Internet information technology,the e-commerce model of shopping,transaction and payment through the network is gradually mature.In 2015,the proposal of the "Internet plus" action plan promoted the expansion of the Internet from the consumption field to the production field.Internet e-commerce platform,as a new sales channel,will bring broader development space for the growth of enterprises.This paper takes the online shop of J Brake Disc Company(hereinafter referred to as J company)on the B2C e-commerce platform as the research object,and analyzes the actual situation of J Company's online shops on JD and Tmall mall.In the face of the dilution and diversion of the traffic of traditional e-commerce platforms by new e-commerce platforms such as WeChat and weibo,the days of increasing the company's online sales by simply eating the traffic dividend of third-party e-commerce platforms are gone forever.How to optimize marketing strategy and improve network sales volume has become an urgent problem for J Company.This paper analyzes the macro environment of J Company's network marketing on B2C e-commerce platform from the aspects of politics,economy,society and technology by studying relevant theoretical knowledge of marketing,network marketing and e-commerce and applying systematic theoretical methods.This paper adopts SWOT analysis method to comprehensively analyze the advantages,disadvantages,opportunities and threats of J Company's e-commerce.The author analyzes the current situation of strategy and puts forward relevant Suggestions from four aspects of product,price,channel and promotion.Through system analysis,this paper puts forward the marketing optimization Suggestions in the following aspects.First,J Company should make clear its product brand positioning and strengthen brand publicity.Second,the company needs to synchronize pricing online and offline,and create Brand premium advantage.And use a diversified pricing strategy.Third,the company needs to increase cooperation with online agents,build its own B2C platform,vigorously promote the emerging e-commerce platform,and build a third-party e-commerce platform to interact with offline dealers.Fourth,J Company needs to carry out online advertising promotion,online sales promotion and Precision marketing.Fifth,marketing departments should implement precise and personalized marketing measures according to the characteristics of consumers.Sixth,the company needs to improve the work of offline third-party installation service providers and build its own installation stores.Finally,this paper also gives some Suggestions for J Company to develop B2C business.First,the company should improve network marketing measures;second,enterprises should enhance the sense of service;Thirdly,J Company should strengthen its talent strategy.Fourth,establish good cooperation with dealers.At the same time,this paper gives the methods to ensure the smooth implementation of marketing measures.Meanwhile,this paper points out J Company Internal and external risks and countermeasures faced by business on B2C e-commerce platform.