A Research On Network Marketing Strategy Of The DAYLIGHT DONUTS

With the rapid popularization and development of Internet technology,people's lifestyle and concept on consumption have greatly changed.People can enjoy more convenient daily shopping experience,from the choice of goods,the way of payment,to home delivery.People's consumption demand has become more and more personalized,then the traditional marketing model has been challenged.Therefore,the rise of network marketing not only can satisfy the needs of people well,but also bring new vitality to the development of enterprises.Doughnuts,a 'sweet' fast food,have been more and more popular in recent years.However,the traditional marketing model has been difficult to fit in with the increasingly fierce competition in the market and the consumers' more and more personalized demand,so the network marketing strategy will begin a new blueprint for the company's future marketing development.This paper,taking DAYLIGHT DONUTS company as the research object,combined with the characteristics of FMCG,based on related scholars' research and relevant theories,deeply analyzed the marketing status of DAYLIGHT DONUTS company,and the problems existing in network marketing.In terms of the analysis from the macro and micro environment,the paper analyzed and studied the appreciate DAYLIGHT DONUTS's network marketing strategy,from the company's strengths and weaknesses,opportunities and threats,to several aspects of market segmentation,target market selection and market positioning,by using SWOT analysis and STP analysis method,and put forward the implementation of the program.DAYLIGHT DONUTS company,only to establish an efficient network marketing platform,professional network talent reserves,and perfect online and offline operation and management,will obtain the enormous leap-forward development.