Research On Online Marketing Strategies Of “Johnson & Johnson ACUVUE”

In recent years,with the rapid development of information technology,and as affected by the change of consumers' shopping mode,China's traditional retail enterprises are facing a huge challenge to their survival.Besides,with the deepening of Internet application,network marketing has become an important part of the overall marketing strategy of enterprises.In the new period,the contact lens industry,in terms of whether physical retail channels or network retail channels,not only faces challenges,but also brings new business opportunities.Through the combination of theory and demonstration,this thesis aims at exploring the contact lenses,a category between professional medical devices and fast-moving consumer goods,on how to optimize and balance the marketing strategies of e-commerce and traditional channels,and how to construct the relevance of e-commerce platform and traditional retailing in the context of the rapid development of the Internet,for establishing a healthier marketing closed-loop.Meanwhile,it is hoped that the research results can provide some new ideas and concepts for each brand of contact lens in the formulation of new network marketing strategy planning.This thesis firstly expounds the research background,purpose and significance of net-work marketing,summarizes and introduces the related theories of network marketing.Through the description of the basic situation of Johnson & Johnson ACUVUE company and the current situation of network marketing,and combining with the current development of network marketing in the contact lens industry,this thesis finds out the predicament encountered by Johnson & Johnson ACUVUE's network marketing and the problems that need to be solved.Then it analyzes the external marketing environment of Johnson & Johnson ACUVUE,and combines the SWOT analysis to explain the advantages and disadvantages of the company objectively.After that,as combined with the Five Forces Model,it analyzes the company's problems in the network marketing from the theoretical point of view.In this thesis,the STP theory is used to calibrate the market segmentation and market positioning of Johnson & Johnson ACUVUE,and to reformulate the strategic development goals.Finally,this thesis proceeds from two dimensions of manufacturer and consumer,takes the marketing combination theory and the “New 4C” as the basis,and offers suggestions to the tactical planning and the optimization of the network marketing according to the questions raised.