TITLE:
Analysis on Development Pattern and Marketing Strategy of Flower E-Commerce of Personalized Customization—A Case Study of the Beast
AUTHORS:
Yimei Li, Ming Lei
KEYWORDS:
Flower E-Commerce, Personalized Customization, Development Pattern, Marketing Strategy
JOURNAL NAME:
Open Journal of Business and Management,
Vol.4 No.1,
January
14,
2016
ABSTRACT: In recent years, flower e-commerce develops rapidly and attracts extensive attention from relevant
fields; flower e-commerce of personalized customization is the unique development pattern.
On the basis of illustrating the representative flower e-commerce enterprise of personalized customization
in China—The Beast, this paper tries to analyze the unique marketing strategy of The
Beast via 4C theoretical model and social media marketing theory, so as to provide references for
the future flower e-commerce enterprises. According to the researches, The Beast adopts the e-commerce
mode operated by new media and development strategy of lateral extension. It chooses the
consumer-oriented pulling-type marketing strategy; taste and fashion are its core competitiveness.
The important means of maintaining customer group is to keep a smooth and effective “dialogue”
and “communication” with consumers through weibo. The key measure of maintaining fans activity
is to propagandize the company products and image by relying on powerful star opinion
leaders.