Research On New Media Marketing Strategy Of D Catering Company

The rapid development of the Internet and the spread of information through new media mediums like QQ,Weibo,Wechat,Xiaohongshu,Tik Tok,Dianping have brought changes to people's consumption behavior and consumption patterns.The gradual maturity of the new media environment has led to widespread interest in the value of new media marketing.For the catering industry,new media marketing brings more and more market share,and the competition between catering enterprises on the new media platform is becoming increasingly fierce.Various enterprises also find that offline traditional marketing model gradually has tended to be similar,and marketing effect is limited.With more and more catering enterprises relying on new media marketing strategy and achieving good results,how to make good use of new media marketing has become a subject of great practical significance.This article investigates the marketing situation of D catering company,analyzes the current marketing methods,combined with the relevant information of case and questionnaire analysis,finds the problems and deficiencies of the company's marketing,analyzes the problems and gives marketing strategy suggestions.This article introduces the theory of new media marketing and the knowledge of new media marketing system at domestic and abroad,combining the research results of D company's marketing status and the research results of new media at domestic and abroad.It analyzes the "4I" marketing theory and describes the problems of D catering company's marketing from the principles of interest,interaction,personalization,and benefit of marketing.The following causes of the problem were identified: insufficient product content creativity leading to insufficient attraction,lack of interest-based marketing,poor online interaction mechanism,and neglect of personalized marketing.In response to the above problems,we combine the "4I" theory and "AISAS" principle to propose corresponding new media countermeasures:improving the attractiveness of product design,membership sharing reward mechanism,community marketing to broaden customer channels,developing a combination of products,etc.Based on the environment of the new media era,this paper analyzes the marketing status of D company,develops new media marketing strategies suitable for enterprises,helps enterprises comprehensively improve their marketing strategies,and guides the marketing work of operators and management departments of D company.It will help to improve the marketing strategy of the company,to convey the marketing content quickly and accurately to the consumers under the circumstances of distracted audience attention and complex new media environment.The deepen brand influence,expand market share,promote the development of business,and achieve sustainable and profitable operation,increase the product sales of D company by 20% It reflects how traditional industry carries out marketing innovation driven by today's Internet and provides reference for new media marketing strategies of other companies in the industry.