Research On The Marketing Strategy Of QD Company In The "Internet +" Era

Since the “Internet +” concept was put forward in 2012,it has closely linked digital development with people’s life.The concept of “Internet +” is based on the development of “Internet”.Its essence is to develop “traditional industries” by virtue of the advantages of the Internet platform.“Internet +” is a new economic form,which combines the characteristics of the Internet with the development of traditional industries based on information technology.By reconstructing the underlying logic and structure of industrial development,“Internet +” can optimize various elements of traditional production activities and periodically update the business system iteratively,thus realizing industrial upgrading and green transformation,and improving economic vitality and development potential.Although the development of digital economy with “Internet +” as the core has brought the production process of automatic processing and the consumption experience of portable shopping to the society,it has also made the traditional manufacturing industry lose the technological advantages of labor force and the offline flow of consumers.Based on the classical theory of marketing,this study takes QD company as the research object to analyzes its market environment under the background of “Internet+” era from macro and micro perspectives.After that,this study then puts forward targeted marketing improvement strategies and safeguard measures in the specific marketing environment,thereby providing real policy suggestions for QD company to realize marketing transformation in the “Internet +” era in the next stage.In terms of research methods,firstly,literature analysis is used to summarize the current progress of “Internet +” marketing.Then,by issuing questionnaires to collect the opinions of customers,combined with the actual operation situation of QD company,this study finds out the problems in the “Internet +” era;Finally,the improvement strategy and safeguard measures are put forward by normative analysis method.It is found that QD company has five problems: conservative product marketing,lagging network marketing,narrow market positioning,insufficient brand publicity and lagging after-sales service.It needs to be improved from three aspects: “Internet +”marketing management system reform,“Internet +” network integration platform service construction,and “Internet +” product marketing model upgrading.In order to achieve a breakthrough in the above three aspects,QD company should guarantee from three aspects: establishing full staff “Internet +” marketing concept,strengthening “Internet +” marketing team construction,and emphasizing “Internet +”cultural learning.