Research On Marketing Strategy Optimization Of A Home Furnishing Platform

With the emergence of e-commerce platforms,the business fields reached by ecommerce have covered many aspects of mass consumption and brought consumers a lot of convenience.Under the rapid development trend of Alibaba,Jingdong and other leading e-commerce,consumers’ acceptance of e-commerce model is getting higher and higher,and the transaction volume of e-commerce shows a linear increase.E-commerce business has gradually penetrated into "clothing,food,housing and transportation",which are important sectors related to people’s livelihood.But in the "living" area there is no clear shadow of the giant.At present,1990 to 1995 born young gens,facing the purchase of decoration demand,has become the main consumer on the home decoration market,they are the Internet home decoration market first group of consumers.The start-up team of A home e-commerce platform saw the opportunity and set up the home e-commerce platform in response.The paper analyses the development situation,from the Angle of product,price,channel,promotion,marketing present situation,through the way of questionnaire investigation,interview to executives,in-depth analysis for the existence of A household electric business platform,found the following disadbantages like: limited product categories,lack of price competitiveness,limited channel stores,insufficient promotion and other problems.The causes of the above problems are deeply analyzed from multiple dimensions.Put forward in product positioning,pricing,channel strategy,promotion means and other aspects of marketing optimization strategy.Finally,based on the current situation of the company,put forward the implementation goals and plans.A home furnishing e-commerce platform realizes the digital presentation of home furnishing products through mobile Internet technology,and realizes the good effect of home furnishing by VR technology.The platform has received consistent praise at the initial stage of its launch,but with the development of the market,the platform marketing model is also facing considerable challenges.By studying the marketing strategy of A home furnishing e-commerce platform,this paper hopes to expand the competitive advantage and market occupancy of A home furnishing e-commerce platform,provide some reference value for Internet home furnishing industry,and provide reference for the development of e-commerce platform in the field of Internet home furnishing.