Research On Network Marketing Strategy Of Contec Meddical Tmall Flagship Store

In recent years,with the rapid development of E-commerce industry of our country and increasing demand of shopping online of medical products from consumers,therefore the policies are showing some beneficial tendency towards to it,hence the development of medical & pharmaceutical E-commerce is showing gradually a blooming way.Wholesomely speaking,under the strict supervise,highly-set entering mechanism and its immature internet-zation,the facing challenges and conflicts are relatively small as compared to other industries,and it also means once it breaks through the regulations barrier,the medical-pharmaceutical E-commerce will embrace a growing space and potentials.Since the establishment of the Ministry of Electronic Commerce in 2007,Contec Medical has been exploring the way to develop medical e-commerce.At present,it has initially formed an e-commerce pattern with foreign and domestic B2 C business as the main business.Thesis targets at Contec Tmall Flagship store to research further on the making of marketing strategies and issues relating medical equipment products online marketing.First of all,by introducing the background of the selection of thesis tile,it elaborates the actual meaning of the research on Contec Tmall Flagship store marketing strategies.By reading through relating overseas and domestic articles,it analyzes the E-commerce and medical-pharmaceutical E-commerce field and then researches scholars main view points and the development tendency of medical-pharmaceutical E-commerce,and analyzes the logic,methods and outline of thesis.At the same time,the related marketing theories involves within,which includes PEST analytic approach,Michael Porter's Five Forces Model,SWOT analysis,4P &4C theory from Marketing to be the theoretical basis of this thesis.Secondly,by using SWOT(Strength-Weakness-Opportunity-Threaten)and also the analysis from inne r& outer surroundings,competitive surroundings and macrosurroundings of Contec Tmall Flagship store tosummarize the strength and weakness during the development the store as well as facing challenges and opportunities also.Thirdly,with the help of questionnaire survey,factor analysis and linear regression model analyzing the features of customers and online shopping tendency of the store,and analyzing current clients' features and their purchasing behavior to excavate the main factors which may impact their buying towards to medical equipments and based on it to provide the reference of marketing strategy formulation for Contec flagship store.At last,by complying combo of strategies,there is network marketing design for Contec Tmall Flagship store from products,price,channels and sales these levels.Meanwhile,as for the marketing plan which is designed for this thesis,threedimensional protection measures have been proposed for network marketing strategies for this online store to assure the smooth implementation of these strategies.