Research On Q E-commerce Marketing Strategy Under The Background Of “Internet Plus”

In recent years,e-commerce enterprises in various regions have mushroomed rapidly under the background of “Internet +”,and have become an important part of people’s enjoyment of the beautiful and convenient life brought by the Internet.The era of e-commerce has come.In this context,small and medium-sized enterprises should use information technology to improve their competitiveness,make up for the disadvantages of technology and cost compared with large enterprises,and seek opportunities for their transformation and development.At the same time,we should also see that the competitiveness of all walks of life is growing.If small and medium-sized enterprises can not improve their sales level and business operation ability to continuously meet the new requirements of customers,the ultimate fate can only be a flash in the pan.Handan e-commerce started late,and the overall marketing level is low,so it is urgent to strengthen the construction of e-commerce marketing brand and channel.This paper focuses on Q company as an example,through pest,SWOT and other methods to analyze the e-commerce marketing environment and marketing status of Q company;try to use STP analysis theory to carry out a comprehensive market segmentation of Q company,determine the company’s market objectives and market positioning;and then find out the existing problems in e-commerce marketing,such as the existence of cognitive bias,ignoring the entity market promotion,Lack of market research,inaccurate positioning of the target market,etc.;according to 4P and other marketing theories,put forward the optimization and adjustment plan of e-commerce marketing strategy.Finally,we can conclude that under the background of “Internet plus”,SMEs should identify enterprises’ positioning and enhance their innovative ability;establish enterprise culture,strengthen organizational learning,dig deep customer data,enhance user stickiness,and perfect the mechanism of talent introduction and training.This paper hopes that through the analysis and research of Q company,it can provide some reference for the formulation of e-commerce marketing strategy of other small and medium-sized enterprises in Handan,make them develop in the fierce market competition for a long time,and inject more vitality into the economic development of Handan.