Research On Marketing Strategy For E-commerce Of Fengzhan International Company

Cross-border e-commerce has become an important force to promote China’s foreign trade and economic development.With the close combination of the internet and various traditional industries,small cross-border e-commerce featuring small quantity,high frequency and fast has been increasingly favored by many small and medium-sized enterprises.The new cross-border e-commerce business model provides an important opportunity for smes to transform and develop.The wind exhibition international company as a typical small and medium-sized foreign trade enterprises,how to through cross-border e-commerce activities to implement its own survival and development,how to tailor suitable development strategy,how to locate precisely target market,how to implement and ensure the sustainability of the development of which small and medium-sized foreign trade enterprises in the fierce international market competition has a place,this paper research undoubtedly has the reality guiding sense.This paper takes Fengzhan international as the research object,based on the theory of e-commerce and marketing combination,and makes a comprehensive analysis of the operation status of the enterprise and the overall environment of international trade.First of all,this paper summarizes the relevant theories of e-commerce and the five forces model theories of SWOT,PEST and Porter,providing a solid theoretical foundation for the analysis and research of Fengzhan international company in the following paragraphs.Secondly,this paper introduces the current e-commerce status and business process of Fengzhan international,analyzes the macro industrial environment of Fengzhan internation by using PEST analysis model,and analyzes the opportunities and threats facing Fengzhan international from the micro perspective by using SWOT and Porter’s five forces model.Thirdly,based on the current situation and future development direction of Fengzhan international company,the evaluation and selection of target market were conducted through market segmentation research,and the market positioning and differentiated competitive advantages were determined,the company’s e-commerce marketing strategy and objectives were defined,and the overall planning of the company’s e-commerce system was designed.Finally,in order to ensure the smooth implementation of marketing strategy,the company’s product portfolio strategy,price strategy,channel strategy,promotion strategy and other strategies to implement strategy guarantee;and from the company’s vision,human resources,resources allocation,compensation management,and other aspects to improve,for the implementation of marketing strategy to provide security.