Research On Marketing Of Special Food Wechat

With the continuous improvement of living standards,people's demand for specialty food is increasing,but the demand is becoming increasingly personalized.This is both an opportunity and a challenge for specialty food enterprises.At the same time,with the development of mobile internet,the popularity of intelligent terminals and the growth of social media,Wechat has become one of the most representative social platforms,penetrating into all aspects of people's life and work.Since Wechat came out in 2011,the number of users has been soaring.The consumer group established by the friendship chain is huge,and its marketing value is limitless.Facing the fierce market competition,it is the only way for specialty food enterprises to carry out online marketing with the help of Wechat,in order to broaden the marketing channels of enterprises,realize the organic combination of online and offline marketing,and enhance the core competitiveness of enterprises.Established in 1997,Yongtai County SD Food Co.,Ltd.is a leisure food enterprise specializing in traditional Ligan candied foods.Its candied foods integrate independent research and development,mass production and marketing.After more than 20 years of rapid development,the company's products have unique advantages in the domestic market and are exported to Japan,the United States and Southeast Asia.However,traditional offline sales are mainly adopted,and wechat marketing strategy has not been implemented yet.Taking Yongtai County SD Food Co.,Ltd.as an example,it expounded how SD Food Co.,Ltd.effectively combined the social marketing platform such as WeChat in marketing to further enhance the market share of SD Foods Co.,Ltd.products.Firstly,this paper introduces the PRAC rule of microblog marketing research to construct the theoretical framework of PRAC rule marketing.Secondly,the marketing status and existing problems of SD Food Co.,Ltd.are analyzed by using PRAC principle marketing theoretical framework,questionnaire survey and field interview,finds that there are four problems in the company: the marketing platform needs to be improved,the customer relationship processing needs to be improved,the product promotion behavior needs to be improved,and the risk defense mechanism needs to be improved.Moreover,the main reasons for the problems are imperfect management system,incomplete marketing environment analysis,lack of enterpriseinnovation consciousness and inadequate marketing professionals.Thirdly,according to the problems and reasons found,from the platform marketing,relationship marketing,behavioral marketing and risk management four aspects,put forward the multi-faceted Countermeasures of Wechat marketing.Finally,in order to promote the effective implementation of Wechat marketing strategy of SD Food Co.,Ltd.,the corresponding safeguard measures are put forward using PRAC rule marketing theoretical framework.The marketing strategy proposed in this paper can provide decision-making basis for SD Food Co.,Ltd.to carry out special food Wechat marketing,make enterprises clear their own shortcomings,promote enterprise Wechat marketing content and consumer demand more matching,and then enhance enterprise marketing effect and enhance enterprise competitiveness.At the same time,I hope this study can provide theoretical reference and reference for other similar specialty food business enterprises to carry out Wechat marketing,and promote the further integration of traditional specialty food business enterprises and the Internet.