本文介绍了国内B2B行业的现状和发展趋势,并对屮夏电子商务市场的特点进行了阐述。从
银川阿里诚信通信息技术有限公司营销现状出发,分析公司存在的主要问题。通过运用SWOT营
销管理工具对银)11阿里诚信通信息技术有限公司内外部环境进行分析,找出银川阿里诚信通信息
技术有限公司面临的机会和威胁,分析出公司的优势和劣势。结合公司当前市场现状、营销策略、
客户管理等方面的分析,针对公司营销过程中存在的主要问题进行提炼。

在完成银川阿里诚信通信息技术有限公司所处内外部环境分析的基础上,运用波特五力模型
分析法确定了公司营销战略方向,根据公司行业特征和产品特点,对宁夏B2B电子商务市场进行
了细分,确定适合银川阿里诚信通信息技术有限公司的目标市场,应用服务行业7Ps营销组合策
略和网络营销下的4Cs营销组合策略,提出了改进后的公司营销策略。

关键词:B2B电子商务,营销策略,7Ps营销组合策略,4Cs营销组合策略
Yinchuan Alibaba Integrity Information Technology Co.,Ltd. is a small channel business
specializing Alibaba products. This thesis, by studying its marketing strategy, aims to improve the
market competitiveness of Yinchuan Ali integrity Information Technology Co., Ltd.
The thesis gives an introduction about the current situation and development of B2B trade, and
expounds the characteristics of the e-commerce market in Ningxia. Beginning with an analysis of the
marketing status quo of the company, the thesis also focuses on the main problems existing in the
company‘ By applying the SWOT marketing management tools to analyze the internal and external
environment of the Information Technology Co.,Ltd. The thesis tries to identify the opportunities and
threats faced by the company, in order to figure out the strengths and weaknesses of Yinchuan Ali
TrustPass. At the same time the thesis aims to refine the main problems existing in the company&39;s
marketing process, combined with an analysis of its current market situation, marketing strategy,and
customer management.
Based on an analysis of the internal and external environment of the company and Porter&39;s five
forces model analysis, the thesis determines the direction of the company marketing strategy. Based on
the company&39;s industry characteristics and product characteristics, the thesis subdivides Ningxia B2B
e-commerce market, determines the target market suited for Yinchuan Ali TrustPass. Finally, by
applying the 7Ps marketing mix strategies and the 4Cs marketing mix strategies under internet
marketing, the thesis puts forward the improved marketing strategies of the company.
Key words: B2B Electronic Commerce, Marketing Strategy, 7Ps Marketing Mixture,4Cs Marketing
Mixture