Guangzhou EDPF 2022

Abstract

Guangzhou EDPF is an online-based platform start-up acquired by venture capitalist, Mr. Gan and his three partners in 2019. The startup was established during the rapid development of Internet and software applications in China and the promotion of more people for local entrepreneurship and innovation by the Chinese government. It has achieved huge success by helping small middle businesses such as restaurants, fashion stores, and supermarkets with their marketing and online advertisements via the “WeChat” social media account. However, the Covid-19 global pandemic crisis that began in late 2019 has resulted in major restricted movement, an economic downturn, and a reduction in consumer demand. Mr. Gan Tao observed the changes in consumer behavior and took some measures to regain its revenue by considering the online conversation rate. Make Guangzhou EDPF get out of the current crisis as soon as possible. This case mainly compares the changes in the platform strategy by Guangzhou EDPF before and after the pandemic crisis and discusses the possible measures that improve the conversion rate of online traffic into purchasing decisions by consumers. This case will focus on the following three aspects; 1) explore the behavioral economics of consumers before and during the pandemic crisis and the impact on people's consumption behavior; 2) understand the digital marketing strategies in times of environmental crisis; 3) apply relationship management systems to improve customer satisfaction. Through the analysis of the conversion rate of online traffic into purchasing decision the case provides insights into how a startup face the follow-up development of the pandemic crisis through the prevention measures that may lead to success t in the future

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