Research On Internet Marketing Strategies Of Y Trousers Tmall Flagship Store

The popularity of the Internet has brought more opportunities for the growth and development of online retail business.Even though online marketing has developed for many years,new theories and modes have also been added to it with the development of the Internet.As more and more enterprises take up marketing online,this new marketing mode has been used in a broader market as well as a bridge between the enterprises and customers has been set.With the development of the Internet and online marketing,plenty of e-commerce websites represented by Taobao have sprung up in China.Although Taobao started with C2 C,B2C is more suitable for China's e-commerce development in the future.Thus,in July 2008 Taobao officially launched B2 C and Taobao Mall came into being,whose name was changed into Tmall.With the development of network economy,Internet plays an increasingly important role in the economic and social life.In practice,a new marketing model called network marketing came into being and the rapid development of network marketing provides a new way for enterprises to open up new markets.Under the background of rapid development of the Internet economy,a number of e-commerce websites such as Tmall and JD have been emerging and developing rapidly.From the perspective of the current development of China's Internet economy,B2 C distribution model and C2 C distribution model have their own advantages and characteristics.But from the perspective of development,in the near future,B2 C market is more in line with the development trend of the market and the development space is more extensive and it's possible to take the position of C2 C market in the future.The company Y Trousers Flagship Store was founded in 2012 under this background,and successfully settled in Tmall,engaged in online sales rather than offline marketing channels.It created a 20 million annual sales performance in 2014 relying on Tmall platform.But from the year 2015 the sales began to shrink.Until the beginning of 2017,the monthly sales is only 300 thousand yuan with a serious decline in performance.With more and more companies settling in Tmall,the competition increased among the companies selling women's trousers.Y Trousers Flagship Store is facing many problems in online marketing not only from indoors but also from outdoors.This paper is mainly on the research of this online store and Tmall Internet marketing environment.I hope it can help the company make suitable and effective online marketing strategy.In this paper,the online marketing status of Y Trousers Tmall Flagship Store is selected as the object of analysis,using the theory of marketing,4P theory,Extension Theory,the theory of STP as well as the related theory of Marketing Mix strategy.The further study will be held through the real data in the company combined with the company's current marketing situation in Tmall.The analysis,formulation and implementation based on Tmall online marketing of clothes,specially trousers are hoped to be found and used through the study of E-marketing case of this company.And the misunderstanding of marketing of clothing enterprises in the Tmall platform is expected to be sorted out and avoided through the analysis of the process with the marketing cost reduced,hoping the store can get out of their own path and adopt their own way of marketing in such increasingly competitive environment.This paper is mainly about the marketing strategy about women's trousers in order to provide certain theoretical support and practical experience for business in Tmall.In this paper,the knowledge about marketing,electronic commerce and retail industry is used as the guiding theory and the advantages and disadvantages as we as the external opportunities and challenges are deeply studied with the basis of the research on the internal capability of the company and the analysis of the internal and external environment in this company.The research and analysis of the Y Company's existing network target market and marketing strategy are held and the existing target market is corrected according to the STP theory combined with Y Company's products and resources,the combination of marketing strategy and analysis.Product,channel,promotion and price are discussed in this paper and finally some measures to carry out the marketing strategies are put forward.