RESEARCH ON MARKETING STRATEGY OPTIMIZATION
Abstract
Through the preliminary analysis of S company's marketing strategy, this paper basically constructs a complete optimization scheme for S company's marketing strategy in China under the new background. This paper combines the marketing mix, STP as the main framework theory, and the new retail wheel as the auxiliary theory. Starting with the market positioning of S Company, this paper analyzes the potential target market and identifies the needs of potential customers, and makes full use of the 7P strategy in the marketing mix theory to study the marketing strategies of S Company under the new retail background one by one, and puts forward a new marketing strategy optimization scheme in combination with the upgraded consumer demand and experience under the new retail environment.
References
Jiang, L., Jun, M., and Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10(2), 301-317.
Liu, K., Luo, X., & Zhang, L. (2016). Evaluation of China’s B2C e-commerce website: an analysis of factors that influence online buying decision. International Journal of Multimedia and Ubiquitous Engineering, 11(3), 143-156.
Lukin, A. (2019). The US–China trade war and China's strategic future. Survival, 61(1), 23-50.
Marinova, P. (2017). This Is Only the Beginning for China's Explosive E-Commerce Growth. Retrieved About, 2, 2018.
Shi, Y. (2016). Analysis on the b2c e-commerce pattern in China. Journal of Service Science and Management, 9(5), 443-452.
