The Study Of The Online And Offline Marketing Strategy Of Hunan Red Star Shengye Food Co.Ltd.

In the rapid development of the Internet,e-commerce companies in China have been gradually at the forefront of the world,while many of the traditional business models have been impacted especially for fresh e-commerce companies.As a traditional pig slaughter and processing enterprise,Red Star Shengye Food Co.,Ltd is struggling in the current brutal competition of traditional marketing channels,while also facing challenges from more and more new fresh e-commerce companies.The research on enterprise channel marketing strategy becomes imminent.The Online and offline integrated marketing strategy,as a business model,can be better combined with the development of the fresh industry.Firstly,the external macro-environment and competitive environment of Hunan Red Star Shengye Food Co.Ltd.are analyzed in this paper.In combination with the company’s actual situation,the company’s internal and external environment is assessed using SWOT analysis method.In the meantime,the company’s strengths,weaknesses,opportunities and threats are summarized.Based on the company’s internal and external environment,the company should take advantage of local brand strengths and cold chain logistics and distribution with the government’s support.The company should integrate with the existing community resources and strength the team’s development to make it more competitive.In addition,the market selection and target of the company’s online and offline integrated marketing strategy are analyzed in depth.In combination with the company’s existing strength,young people with middle-income who lived in the main district of Changsha are targeted as the company’s consumers.Thirdly,the company’s product strategy,pricing strategy,channel strategy and marketing strategy of online and offline integrated marketing are proposed in this paper.Finally,in order to ensure the smooth implementation of the marketing strategy,the company needs to optimize marketing organizational system and marketing information systems and strengthen the company’s cost management,after-sales service and information security.In this paper,according to the author’s experience in the fresh industry over years,taking the Red Star Shengye company’s online and offline integrated marketing as the research object,the online and offline integrated marketing strategy system for the company’s fresh products is systematically constructed in order to provide more information for fresh e-commerce companies’ marketing formulation and implementation.