Research On The Optimization Of Word-of-mouth Marketing Strategy For Urban And Rural Sinking Markets In ZG E-Commerce Company

According to the 45 th report of CNNIC,as of March 2020,a total of 904 million Chinese people used mobile phones to surf the internet,It is an indisputable fact that the demographic dividend disappeared and the growth of netizens slowed down.The competition of e-commerce in the first and second tier cities is very fierce.The trend is to penetrate the urban and rural sinking market in the lower-tier cities.The statistical report shows the driving force of China's national economic growth is shifting from the developed regions to the central and western regions,most of which are urban and rural sinking markets in the lower-tier cities.How to conduct proper marketing for the urban and rural markets in the lower-tier cities has become an important research topic.As word-of-mouth communication is the most traditional and common marketing way for urban and rural markets in the lower-tier cities,developing an effective and feasible word-of-mouth marketing strategy based on such user's cultural background is also very important for e-commerce companies.This article describes how to optimize the word-of-mouth marketing,reduce marketing cost,improve profit and increase new users in ZG e-commerce company.The article diagnoses the company's current word-of-mouth marketing strategy and influence,by analyzing the company's marketing status and competition,as well as combining with literature research in communication,word-of-mouth marketing,opinion leader theory,rural consumer behavior,etc.,The second-hand data method,questionnaire survey method and literature research method were used.It analyzes the existing word-of-mouth marketing problems,and then develop the optimization strategies based on sinking market's consumer habits,industry environmental competition and its own advantages,including product and service optimization,and establishment of word-of-mouth communication mechanisms to solve current marketing dilemmas,and improve competition in the sinking market.The article is divided into seven parts: Chapter 1 describes the research's background,purpose,significance and methods,and briefly introduces the research content,research ideas and framework;Chapter 2 summarizes the marketing theory,relevant literature and concepts which the research is based on;Chapter 3 introduces the current situation and problems of ZG company and sinking market word-of-mouth marketing.Chapter 4 is competitiveness and industry analysis.Chapter 5 develops the specific optimization strategy for word-of-mouth marketing in the sinking market.Chapter 6 introduces the how to implement the optimization strategy;Chapter 7 gives the research conclusion and an outlook.Summary: As an efficient and low-cost marketing method,word-of-mouth marketing is very suitable for urban and rural markets in the lower-tier cities.At present,there are many researches on word-of-mouth marketing,but seldom on it for urban and rural users.This article is designed to solve the marketing dilemma,maximize the advantages of word-of-mouth marketing in the sinking market,and provide theories,strategies and new ideas for other e-commerce companies by developing the optimization strategy for ZG E-commerce Company's word-of-mouth marketing among urban and rural users.