Research On The Marketing Strategy Of Micro-commerce In The New Era Of E-commerce

In today's society,people's living standards continue to improve,and the technology of the Internet is also developing rapidly.Smart phones have basically become a necessity in people's daily life.With the increase of various social apps on smart phones,a new network sales model-wechat business has been born.Compared with the traditional e-commerce,wechat business is a kind of commodity transaction based on the social attribute of human beings.While sharing or sharing commodities,it can also realize the sales of commodities and promote the purchase behavior of consumers with the help of social interaction.Although from the birth of wechat business,it has been said that the development mode of wechat business has certain disadvantages,but this will not limit the development of wechat business economy.As for wechat business,as a new e-commerce marketing mode,it can enrich the content of market economy and help better solve the employment problem,but there are also many micro enterprises in the business model and marketing strategy of wechat business can not fully meet the needs of the market.BLC company,as a production and manufacturing enterprise in cosmetics and skin care industry,entered into wechat business in 2016.After several years of development,it has shown obvious results.However,with the continuous development of the Internet era,in the current new e-commerce era,BLC company's current marketing strategy for micro business products has certain restrictions on the development of wechat business.This paper takes the micro business of BLC company as the research object,deeply analyzes the marketing environment of the micro business of BLC company,and deeply understands the current situation of the micro business marketing of BLC company.Based on this,it deeply analyzes the existing problems in the process of carrying out the micro business marketing of BLC company,and according to the actual situation of BLC company and the characteristics of cosmetics and skin care industry,it also analyzes the micro business of BLC company Some suggestions on how to optimize the marketing strategy are put forward:First,in terms of product strategy,it mainly focuses on skin care products,supplemented by cosmetics and body care products,to promote the development of micro business products of BLC,improve service quality and optimize consumer experience.Second,in terms of price strategy,it is necessary to adopt the combination of special product pricing and product portfolio pricing for product pricing;and it is necessary to deal with the price disorder strictly to protect the rights and interests of both consumers and companies.Third,in terms of channel strategy,we need to reform the existing micro business agency system and improve the overall quality of the company's micro business agents.Fourth,in terms of promotion strategy,according to different products or combined with the product characteristics of BLC company,carry out advertising promotion,discount promotion,gift promotion and lottery promotion.