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Research on Network Marketing of PAK Corporation Co.Ltd

Author: WangJun
Tutor: ChenMing
School: South China University of Technology
Course: Senior management of Business Administration
Keywords: Network Marketing Marketing Strategy Lighting Industry
CLC: F274
Type: Master's thesis
Year: 2014
Downloads: 139
Quote: 0
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Abstract


With rapid development of Internet and information technology, the way of people’s lifeand work is changing greatly, The traditional marketing channels that companies relied on inthe past face great challenges, Under the impact of the network economy, companies have tocombine the traditional marketing tactics with the network, make full use of a variety ofonline resources, and form a new network marketing model at low cost and high yield.Internet marketing can bring new vitality and business opportunities for enterprisedevelopment, companies should make network marketing into the overall marketing strategy,make the full use of the largest media communications platform, and catch the opportunity tobuild brand image and improve enterprises competitiveness. At present, many enterprisescannot fully recognize the internet and make effective marketing. Enterprises try to seek theanswers that how to do marketing on the web properly to bring actual economic and socialbenefits.PAK is a lighting company that specializes in green energy-saving products development,production and sales. PAK has already realized the importance of network marketing andbegun to do the network marketing. Based on the correlation theory of network marketing andaccording to the development situation of PAK, the development direction and operationalstrategies of network marketing have been planned in this paper. Firstly, the related theory ofnetwork marketing and the current network marketing model are introduced; Secondly, PAK’sexternal and competitive environment and competitors are analyzed by PEST, the enterprise’sinternal strengths and weaknesses and external opportunities and challenges are analyzed indetail by SWOT. The target market of PAK and marketing mix strategies are determined bymarket analysis and research. Finally, some advices on network marketing for PAK are givenaccording to the PAK’s development status and the problems PAK may confront.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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