Author(s)

Yimei Li, Ming Lei

School of Business Administration, South China University of Technology, Guangzhou, China.

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.

Flower E-Commerce, Personalized Customization, Development Pattern, Marketing Strategy

Li, Y.M. and Lei, M. (2016) Analysis on Development Pattern and Marketing Strategy of Flower E-Commerce of Personalized Customization—A Case Study of the Beast. Open Journal of Business and Management, 4, 60-66. doi: 10.4236/ojbm.2016.41007.