Research On Marketing Strategy Of Yoangry Taobao On Line Shop

E-commerce is a new type of business operation model that has emerged with the development of network technology.This model uses network technology and modern logistics technology to connect sellers and buyers together and conduct online commodity transactions.Although my country’s GDP ranks second in the world,and per capita income has grown steadily,the problem of uneven development between the east and the west is still prominent.Manufacturing and retail industries are mainly concentrated in the southeast coastal provinces,while the central and western regions are relatively scarce.The development of e-commerce has broken the limitation of space and overcome the contradiction of uneven regional development of my country’s retail industry.An online store can sell products across the country,breaking the geographical barrier between consumers and businesses.Based on this background,this article takes Yoangry Taobao enterprise store as the research object,and uses relevant marketing theories to outline and analyze its current marketing situation to find out the problems and deficiencies in the current enterprise store marketing activities.Combining 4P,4C,and 4R marketing theories,we get general strategies and methods for online store marketing,and hope to provide useful reference for e-commerce marketing in related industries.This article first explains the background and significance of the research,and derives the content of the full text.After that,it collects and organizes the current research status at home and abroad,and defines the related concepts and theoretical basis of the thesis to provide theoretical support for the full text.Afterwards,the status quo of Johnson’s operation and development is summarized,and the problems existing in the operation of Yoangry Taobao shop at the emerging stage are presented from the aspects of products sold,sales prices,sales channels,promotion status and customer relations.In order to deeply understand the causes of these problems and formulate corresponding marketing strategies,this article analyzes the e-commerce marketing environment of Outstanding and Yoangry’s rain boots products from the macro and micro perspectives.The macro marketing environment mainly includes political environment,economic environment,and social environment.Environmental and technological factors,while the micro-marketing environment mainly refers to the competitiveness of industry competitors,the ability of potential competitors to enter,the threat of substitutes,the bargaining power of suppliers and the bargaining power of buyers.On the basis of the above analysis,the author uses the SWOT analysis method to evaluate the overall marketing environment of Johnson Company’s rain boots products,and summarizes its development advantages and disadvantages,opportunities and threats.In the process of formulating marketing strategy,the author analyzed the market positioning,target market and product positioning of Yoangry Taobao’s store products through STP theory;through 4P marketing theory,4C marketing theory and 4R marketing theory,formulated Yoangry Enterprise Ship Portfolio Marketing Strategy.It also formulated safeguard measures for the smooth implementation of marketing strategies.The formulation of the integrated marketing strategy provides specific implementation plans for solving the current problems of the enterprise,increases the sales of products in the store,and helps Johnson Company to smoothly carry out the domestic e-commerce sales business.As a pure foreign trade enterprise,Johnson Company is transforming to carry out domestic e-commerce sales business,and its business model is representative.The marketing strategy formulated in this article can also provide reference for other small and medium foreign trade enterprises to develop e-commerce sales business.