Research On Wechat Marketing Strategy Of Mengfa Bakery In Honggutan New Area

While the market economy is developing,the per capita disposable income also increases.According to data released by the National Bureau of Statistics,the per capita disposable income of Chinese residents in 2019 was 30700 yuan,an increase of8.9 percentage points compared with the same period last year.Excluding price factors,the real growth rate was 5.8 percentage points.The rising per capita disposable income has changed people’s consumption concept and the demand for baking products.In the early stage,people’s demand for baking products was mainly to meet food and clothing,to pay attention to the green organic ecology of baking products in the middle stage,and then to pursue individualized baking products in the later stage.Nowadays,the birth of WeChat marketing model promotes the self-innovation of baking product marketing concept.How to provide personalized baking products to consumers with the help of WeChat marketing model is one of the hot issues that need to be paid attention to at present.Based on marketing theory and other related theories,this paper analyzes the internal and external environment of Mengfa bakery in Honggutan New District by using SWOT model and Porter’s five-force model.Based on the analysis of the present situation of WeChat marketing of Mengfa bakery in Honggutan New District,the paper analyzes the existing problems and improving demand of WeChat marketing in Mengfa bakery in Honggutan New District,applies the PRAC rule on the basis of constructing the core market competitiveness of Mengfa bakery in Honggutan New District,puts forward the WeChat marketing strategy of Mengfa bakery in Honggutan New District from four dimensions of platform marketing,relationship marketing,behavior marketing and risk management,and hopes to put forward a new reference idea for the optimization of WeChat marketing strategy of Mengfa bakery in Honggutan New District,Enhance the market competitiveness of Mengfa bakery in Honggutan New area.In addition,the arrival of the information age has changed people’s food and beverage consumption habits,the birth of a new retail model headed by hungry has squeezed the living space of food and beverage entity merchants.By analyzing the marketing strategy of Mengfa bakery in Honggutan New District,we can provide new reference ideas for the formulation and optimization of WeChat marketing strategy,help food and beverage entity merchants to find a new way of self-rescue,and help the sustainable development of Chinese food and beverage entity merchants,To promote the traditional development of China’s real economy,let "mass innovation,mass entrepreneurship" become one of the power sources to help economic development.