Research On Optimization Of Tigaomei Website Marketing Strategy

At present,under the environment of Internet popularization,enterprises should always face the problem of network marketing.As the most important tool of network marketing,website is the foundation of network marketing.The main purpose of this paper is to study how to apply the theory to practice,to guide the work of enterprise website marketing,and take the Dee Gamo website as an example.Dee Gamo is a manufacturer of household soundproof room products,which are mainly sold to users through its website.In this paper,the research process includes,first analyzes the marketing and network marketing related theory and tools,and then use the theoretical framework and analysis tools,for Dee Gamo website marketing actual situation analysis,finally proposes improvement strategies,based on theory to guide practice,realizes the process of raising,analyzing and solving problems.On the theoretical framework,PEST analysis model and five forces analysis model are selected to analyze the external environment.Through STP marketing strategy analysis to carry out market segmentation,select target market,determine market positioning;The 4P marketing theory is just applicable to the product-oriented enterprise.The marketing mix in the 4P theory includes: product,price,place and promotion.This paper analyzes the marketing status and existence of Dee Gamo website from these four aspects,and puts forward corresponding improvement strategies.Taking the enterprise system,organizational structure,human resources,financial management and technical strength as the basic framework of marketing support,this paper analyzes the deficiencies of marketing guarantee measures of Dee Gamo website,and puts forward the improvement countermeasures.For enterprises,with the constant update of Internet technology,the environment of network marketing changes rapidly and the competition of information transparency is fierce.Therefore,it is necessary to constantly pay attention to the external network environment and make corresponding adjustments to the marketing work of enterprises.In the formulation of marketing strategy,according to the enterprise's own situation and product characteristics,we should choose the appropriate market segments as the target,highlight the enterprise's competitive advantage,and determine the unique image and status of enterprises and products in the minds of consumers.Serve different market segments through a rich product portfolio and product line;Customized attractive prices to ensure market share;Flexible use of network tools,promotional activities,good communication with online consumers,improve the website users' active degree and stickiness;Design and manage clear channels to deliver products and services to customers efficiently and with high quality.Good and effective marketing support system is the basis of realizing the enterprise network marketing target.The main achievement of this paper is to provide a reference for the development of website marketing theory and related marketing strategies,for how to apply the theory in the website marketing work,has a certain reference role,and this paper proposed the basic framework of website marketing support system,and the requirements of system.