The Study Of Y Company Marketing Strategy Under The New Retail Environment

The world economy is in a changeable stage,with the progress of science and technology,people's living standard is becoming higher,so the consumption demand also will increase.China's economic market accounted for a growing share of the world market.China's domestic brands increasingly powerful,intensifying competition with international brands,is not only a competition for offline.In the context of the rapid development of science and technology,as a result of the online e-commerce has high efficiency and convenience,online trading range is more and more wide,market expand from the city to the rural market gradually,the transaction amount is becoming more and more big,the traditional consumption patterns has brought the huge impact at the same time,the retail e-commerce competition is also increasing,especially in cross-border import and export industry competition is very fierce.This paper introduces the new concepts such as retail,e-commerce,marketing strategy,through the relevant theories of marketing strategy,to analyze internal and external environment of Y company,and using PEST and SWOT analysis model,to analyze the whole situation of Y company,and on this basis,study the development strategy,determine its strategic goals,and accordingly puts forward the guarantee of Y company marketing strategy implementation approach.It is hoping that provide the marketing strategy for Y company and other similar companies through this study.