Research On Socialized Marketing Promotion Strategy Of Shunfeng Dadangjia Brand

The rapid development of the Internet has changed people’s lifestyle and shopping habits.Fresh e-commerce has gradually come to the public’s vision.More and more people begin to choose to buy fresh products on the Internet.The expansion of consumer demand has prompted the rapid development of fresh e-commerce.Since 2012,a large amount of capital has poured into fresh e-commerce.According to Erie’s consulting data,fresh e-commerce transactions in the first half of 2018 exceeded 105 billion yuan.But this is called the "last blue sea" of e-commerce,but it has flooded many fresh enterprises in six years.Throughout the whole fresh e-commerce industry,only 1% of the profits.At present,fresh e-commerce has arrived at the stage of big waves,fresh e-commerce brand operation strategy slightly wrong,may face a huge survival crisis.In the era of media socialization and marketing media,new changes have taken place in the traditional marketing model.A marketing system for the audience and individuals has been formed and developed rapidly.Typical social media,such as micro-blog,micro-message,forum and short video,have constructed a strong interactive network centered on human relationship,and formed a marketing mode characterized by interaction,sharing and word-of-mouth,which makes it possible for enterprises to build effective communication with consumers.Social media naturally has social attributes.On the one hand,the interactive relationship between brands and consumers increases consumers’ stickiness and recognition of brands;on the other hand,strong social attributes among consumers can achieve a large-scale point-to-line and then-to-face communication,triggering a surge in traffic from word-of-mouth marketing.Based on this low-cost and high-return means of attracting new customers,more and more e-commerce companies begin to pay attention to the value of social marketing.Taking "Shunfeng Dajia" as the research object,this paper analyses the status quo of "Shunfeng Dajia" brand socialization marketing through literature research,comparative analysis and case study.According to the author’s experience in the process of practice,it finds out the existing problems based on the relevance,reaction,relationship and return of 4R theory,and combines the characteristics of autonomy,interaction and sharing of socialization marketing.In order to help enterprises improve the conversion and repurchase rate,directly reduce input costs,increase conversion,and provide reference for the development of e-commerce,some suggestions are put forward from the aspects of content production,independent sharing and deep interaction.