Marketing Strategy Research On X Tmall Store

With the emergency of global ecommerce,especially in recent years,the rapid development of China’s own ecommerce platform has pushed ecommerce to a new level.The X brand is a well-known foreign personal care brand.The brand has a large sales share in the world.There are more than 20 sub-brands sold in more than 50 countries around the world.The brand’s sales strategy in China has always been a mode of distribution under the dealer’s cooperation.It has been in a stable state for many years and is also facing a sales bottleneck.As a result of the strategic adjustment by headquarter,the leadership team saw the opportunity of China’s ecommerce,hoped to develop the global ecommerce coverage area with China as the center within five years,with new retail,omni-channel marketing model expected to win more market share.Problems came out as below: the sales via ecommerce channel met its bottleneck,and the profitability of the product also dropped.Based on the analysis of the marketing dilemma of Xecommerce,this paper sorts out the marketing management of ecommerce and the related research of ecommerce,and it also provides theoretical basis for the research of this paper.In addition,it analyzes the external macro environment of X-ecommerce,competitors and consumers’ needs,and comprehensively analyzes the resources,capabilities and marketing status of X-ecommerce,and identifies the key developments of high-end and end-user target markets via ecommerce channel.Based on above analysis,scientific analysis of products,prices,promotions and services in strict accordance with the 4P theory and recommendations for development,hope it can help X ecommerce get out of the marketing dilemma through the above specific strategies.Through a series of analysis and practice,this paper hopes to consolidate the theoretical knowledge learned,and apply the theory to practice and solve the problems faced by Ecommerce sales channel adjustment,but also hope to provide reference for nursing companies to promote ecommerce marketing channels.