Research On The Network Marketing Strategy Of Hp Notebook Computer

With the development and application of the Internet,the development of e-commerce in China is very rapid.Network marketing,which is closely combined with the background of e-commerce,has been paid more and more attention to by modern enterprises.Hewlett-Packard Company in the notebook computer network marketing process,unifies the 4C marketing strategy theory,takes the middle and high-end target customer as the main localization,concentrates on the brand shaping,and pays attention to adapt to the Internet development background,develops the on-line sale positively,However,there are still some unavoidable problems in the implementation of its 4C network marketing strategy.Only by constantly perfecting its network marketing strategy can it be better consolidated and the marketing status of notebook market in China can be expanded.In this paper,The research on the optimization of the network marketing strategy of "HP notebook" is not only beneficial to the reference in the process of the network marketing of the notebook computer of HP Company,but also can bring beneficial reference to the notebook network marketing of other enterprises of the same type.Based on 4C network marketing theory,this paper comprehensively uses literature analysis,case study,questionnaire survey and other research methods,taking HP as an example,focusing on its notebook products,starting from the status quo of its network marketing,collecting information through questionnaires,sorting out these information and related data,and looking through its current operations.The existing problems of marketing strategy,and then put forward marketing strategies and safeguard measures.Through systematic analysis,this paper argues that HP's notebook e-marketing should be improved from four aspects: customer strategy,cost strategy,convenience strategy and communication strategy.From the perspective of customer strategy optimization,one is to strengthen the construction of hardware R&D team and improve product quality based on consumer demand.From the perspective of cost strategy optimization,one is to expand the product scale of the mainstream market,the other is to focus on the high-end market to deepen the differentiation competition,the third is to enhance the added value of products;from the perspective of convenience strategy optimization,one is to increase the added value of products.Strengthen the integration and management of existing channels,the second is to strengthen the use of new network marketing tools;From the perspective of communication strategy optimization,one is to strengthen the planning and integration of existing communication methods,and the second is to strengthen after-sales service promotion.At the same time,in order to ensure the improvement effect of network marketing strategy,the implementation guarantee of HP notebook network marketing strategy optimization should be: First,strengthen the adjustment and innovation of marketing organization structure;Second,improve the information release mechanism and search engine function.Third,strengthen the selection and cultivation of key positions in network marketing.Fourth,establish and improve the network marketing performance appraisal mechanism.