快乐购的网络营销及效率评估分析-analysis on online marketing and efficiency evaluation of happy purchase.docxVIP

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快乐购的网络营销及效率评估分析-analysis on online marketing and efficiency evaluation of happy purchase.docx

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快乐购的网络营销及效率评估分析-analysis on online marketing and efficiency evaluation of happy purchase

AbstractTechnologyhasgreatlyrevolutionizedthewaywelive.Nowadayswiththeeverrapiddevelopmentandincreasingpopularityoftheinformationtechnology,shoppingontheinternethasbeenafashionespeciallyamongChinesepeople.Onlineshoppinghasmadeourlifemoreconvenientandcomfortable.E-commercehasbecomeasignificanttoolforbusinessesnotonlytoengageincommercialactivitiesbutalsotoengageineffectivecommunications.Meanwhile,withthefastexpansionofe-commerceB2CorB2B2CwebsiteslikeJingdongMallandTmall,traditionalretailenterpriseslikeSuningApplianceandGOMEElectricalAppliancealsoexpandstheirsharesinonlineoperations.Forsomeotherretailcompanies,theimportanceofpromotingthebusinessearningsandhighqualityconsumerservicesbyundertakingonlinemarketingandbrandvaluepromotionbecomesanissuewhileconductinge-commerceactivities.AsChina’sleadingtelevisedhomeretailer,keyenterpriseinHunan,andthecornerstoneenterpriseofHunanBroadcastingSystem(HBS),Happigoisgearingupforexpansion.Itse-commercebusinessgrowsfastinrecentyears.Happigo’scurrentmarketingstrategiesmainlyrelyonHBS’sconnectionsandmediaresourcessuchasHunanTV,whichignorestheimportanceofonlinemarketinganditsapplication.Inthenewageofinternet,itisnotenoughtoconductbusinessande-businessbasedontraditionalmodes.AlthoughHappigoemphasizesitse-commercebusiness,thecompanydoesnothaveasolidunderstandingofonlinemarketing,noraplantointegratedifferentdepartmentsofthecompany.Theyalsohaveproblemunderstandingthecurrenttrendofonlinemarketing.ThispaperattemptstotakeobservationsoninterviewswithHappigoexpertsandcasestudies,analyzethepresentapplicationsofonlinemarketinganditsproblems,takepreliminaryevaluationsonitsmarketingachievementsandprovidesolutionsforeffectiveonlinemarketingstrategies.Section1andsection2introducethebasicconceptsandcurrenttrendofonlinemarketinganditsapplicationine-commerceactivates.Section3presentsthecurrentsituationofHappigoandsummarizesitsexistingproblems.BasedonHappigo’ssituation,Section4andSection5analyzeitsonlinemarketingstrategiesandperformance/effectivenessbymea