Kanglong Leisure Shoes Precision Marketing Strategy Research

The essence of enterprise marketing is twofold.One is to manage the inner heart of staff and realize the maximization of human resources.Second is to make insight into consumer habits to access industry,enterprises and consumers.As the main retail consumers,the interest preferences of the generations after 1980 s and 1990 s became a sought-after attention.With analysis of user demand combined with enterprise present situation,we will attach study importance to leisure shoes on new era marketing.Different from the leisure traditional concept,today’s consumers drive more leisure into the details of the work life,realize inner leisure experience in the external way.For the enterprises,with the brand endorsement and mass consumer recognition,they will make rapid full precise marketing and more market profit shares.With the rise of new retail,the business environment has been reconstructed.By the enterprise’s taking advantage of the comprehensive characteristics of big data and combining with the concept of Omni-channel operation,the core dimensions of marketing are adjusted to finally realize the precision marketing of Kanglong brand.This thesis goes on according to the proposed problem analysis,studies the status quo and the problem correction.It sets an example one of China’s retail brand casual shoes Kang Long.With its 18-year-old operating experience,Kanglong develops the research plan to ensure accurate marketing strategy and eventually make great effect.The thesis details the corresponding improvement scheme,safeguard measures and evaluation,to facilitate the accurate marketing strategy a more comprehensive interpretation.The precise marketing research status is analyzed in this paper.The author read the relevant domestic and foreign representative books and journals,deduce the current recreational shoe retail industry characteristics of precision marketing,lay a theoretical basis for further study.The author carried on the analysis of goods strategy,price strategy,marketing development strategy and brand construction and any other factor that restricts precision marketing has several factors,at the same time,discussed the target market positioning,commodity structure,market orientation and public opinion.On the premise of mastering the latest dynamic,using existing data,the author made the construction of double difference model,put brand case as auxiliary analysis,expounded the present situation of the brand,emergent problems to be corrected and implementation steps.Finally,the author formulated the corresponding security strategy about precise marketing which contains organizational structure,the application of the channel mode,CRM database to improve and the user data.Committed to the value of information quick and effective transformation.Since 2018,Kang Long has made full implementation of brand precise marketing strategy with the practice of more than a year.Data-driven science changes to make enterprises develop a more benign.Accelerating the transformation of consumer internet to industrial internet.In the implementation process,the whole precise strategy scheme has been further adjusted and improved.This thesis aims to radiate the precision marketing strategy to all the brands of an enterprise through the successful research on a single brand,so as to facilitate the enterprise and provide reference for the development of the entire retail industry.