Optimization Of Network Marketing Strategy Of Anke Innovation In Domestic Market

With China’s accession to the WTO,more and more small and mediumsized enterprises have become naturally internationalized enterprises by integrating China’s high-quality supply chain resources.However,with the antiglobalization trend,the sluggish growth of foreign markets and other reasons,and seeing the huge growth potential of the Chinese market,more and more naturally internationalized enterprises have begun to attach importance to domestic business,with the purpose of providing guarantee for the subsequent growth of enterprises.When natural international enterprises enter or expand domestic businesses,they often cannot integrate their original advantages,including R&D ability,operational efficiency,high-quality supplier network,management’s international experience and entrepreneurial spirit,because of the single marketing ability.This thesis selects Anke Innovation,a typical born international enterprise in the consumer electronics industry,as the research object.By analyzing the marketing environment,advantages and disadvantages of Anke Innovation in China,and using the 4C theoretical framework,it analyzes the problems existing in the online marketing process of Anke Innovation.The research finds that the most important problems of Anke Innovation at present are consumer strategy and communication strategy.The problems of Anke innovation in consumer strategy are that the original VOC system can not have a good insight into the needs of domestic consumers,it can not use the advantages of micro-innovation theory to focus on continuous iterative innovation in product research and development,and finally,the brand equity construction is weak.The SICAS model is used to analyze the problems in the communication strategy of Anke Innovation.It is found that the main problems are excessive marketing,lack of targeted marketing according to the characteristics of different social media users,weak brand official website construction,poor interaction of social media platforms and lack of a unified information sharing platform.The article focuses on using a series of effective consumer strategies and communication strategies to improve the original online marketing strategy of Anke Innovation,in order to expand the re-cognition of the brands of Anke Innovation in the hearts of domestic consumers,so as to enable enterprises to obtain better profitability in China,and at the same time provide reference and reference for other natural international enterprises to develop domestic business.