Study On The Network Marketing Of GY Food Company

The roasted seeds and nuts industry has brought huge potential for development with the continuous improvement of consumers’s income level and dietary habits,the continuous expansion of market scale and the continuous growth of consumer demand.In such a marketing environment,the sales of Tmall flagship store of GY company,which specializes in roasted seeds and nuts,has been declining year by year,and the performance of large marketing activities such as Juhuasuan,Double 11 and Chinese New Year festival has also gone from bad to worse.Guided by the 4Ps theory,this paper makes full use of literature research,field research and other research methods to analyze the macro and micro marketing environment of GY company,reveal the problems in product,price,channel and promotion strategy,and formulate optimization strategy.With these analysis,the writer found the company’s problems such as product variety dispersion,portfolio pricing is unattractive,channel selection is not targeted,live promotion drainage is weak.Then corresponding to the proposed optimization measures such as optimize product structure,rich combination pricing forms,pay attention to Double 11 and New Year festival marketing,eliminate some promotions based on ROT data.Through this study,the company can give full play to its advantages,overcome obstacles,make clear positioning,improve competitiveness,realize efficient allocation of resources,and promote the smooth development of marketing activities in the complex and diverse nut frying marketing environment.