Research On The Marketing Strategy Of S Company’s Shoes For The Elderly Under The Mode Of "New Retail"

With the rapid development of economy,people’s life is getting richer and more and more people are pursuing a healthy and high-quality life.Meanwhile,China’s population structure tends to be aging and the elderly population reached168 million in 2018.Due to the special physical reasons of the elderly,such as weight gain,becoming shorter and foot pain,they have special detailed require of daily supplies.Although the retail market is very large at present,there are few famous brands specially serving elderly people,which makes a big market vacancy.In recent years,many big companies regarding television advertising as their sole propaganda pattern have aimed at the market vacancy of elderly shoes and applied the New Retail mode to market their products,however,few of them succeeded.With the impact of big data and intelligent development on business,it is particularly important to abandon old marketing modes and carry out customer-centric precision marketing.This article takes the marketing of the elderly shoe business of S Company as the research object,and mainly studies the following aspects.(1)When analyzing the current marketing status of the elderly shoe business,the problems in the current marketing of the elderly shoe are raised.Through the analysis of the company’s related sales data,combined with in-depth interview methods,the existing marketing problems and their causes were summarized,and the existing sales policies were evaluated.(2)Drawing on the successful case of Zu Lijian(ZULIZ)and Pepsi xiang elderly shoes,the leading company in the New Retail model of domestic elderly shoes,it provides a direction for solving the marketing problem of the company’s elderly shoes business.This article analyzes TV advertising marketing,physical store marketing,multimedia marketing and otheraspects of ZULIZ and Pepsi elderly shoes,and points out the impact of big data and intelligence on the accurate marketing development of elderly shoes business,which provides guidance for the precise marketing of the New Retail model of the company’s elderly shoe business.(3)Aiming at the problems existing in the marketing of the elderly shoes of the company S,referring to the successful case of the accurate marketing of the old shoes of the company,the measures for the implementation of the elderly shoes of the company S were put forward.Based on the 4C marketing theory,a customer-centric marketing strategy is proposed.In order to implement this strategy,a marketing platform for the company’s elderly shoe business is constructed,which mainly includes the collection of marketing data,the establishment of a customer tag library,and the formation of customer portraits.So as to achieve accurate,real-time and personalized marketing for customers.The innovation of this article lies in the first application of the New Retail model to companies in the TV shopping industry,and the first systematic implementation of a combination of online and offline models.Changing the company’s flow-based sales strategy,establishing a customer-centric 4C marketing strategy,and assisting in establishing a customer portrait marketing platform,which provided a reference basis for the development of other companies’ elderly shoe business.