Research On Marketing Strategy Optimization Of Hairy Crab In Xinghua J Company Under The Background Of E-Commerce

In recent years,China’s hairy crab industry has developed steadily.With the continuous improvement of hairy crab breeding technology and fresh transportation level of express industry,hairy crab,as a kind of fresh aquatic product,has a wider range of producing areas,and the market competition of various brands in various producing areas is becoming increasingly fierce.People’s demand for hairy crabs is no longer "have",but "fine".Many Chinese hairy crabs enterprises also take advantage of the change of market demand to change their own business model,change the original extensive operation into fine breeding operation,increase investment in brand marketing and participate in competition.This paper analyzes the development status of domestic hairy crab brand and the macro environment and industry competitiveness of J company;In view of the current situation of J company’s hairy crabs online marketing,this paper makes a customer questionnaire survey,and finds out the problems existing in J company’s current marketing strategy by analyzing the feedback data,and analyzes the causes of the problems;According to the reasons found out,the paper puts forward solutions one by one,and puts forward reasonable suggestions for the marketing strategy optimization design of J company.In the first part of the paper,the background and significance of the research,the purpose and content of the research,the roadmap of the research,and the innovation and deficiency of the research method are introduced;The second part analyzes the development of the concept of brand marketing at home and abroad,discusses the research status at home and abroad,on this basis,analyzes the relevant models and theories of brand marketing,cites some foreign and domestic literature on network marketing and content marketing,and briefly describes the development trend,difficulties and Countermeasures of hairy crab industry,For the following discussion to lay a solid theoretical foundation.The third part analyzes the macro marketing environment and industry competitiveness of J company in Xinghua City by using pest and Porter’s five forces models,and analyzes the internal situation of J company by using SWOT model combined with J company’s market positioning,which clarifies the idea for the design of online consumer questionnaire.The fourth part,on the basis of the analysis of the marketing strategy of J company in the above part,carries out a questionnaire survey on online customers,and analyzes the crux of J company’s current brand marketing strategy through data statistics,so as to facilitate the optimization design of marketing strategy in the following article;In the fifth part,based on the full analysis of J company’s marketing environment and finding out its main problems,and through the investigation of competitors,the author puts forward a specific plan for the optimization design of J company’s marketing strategy;The sixth part puts forward the guarantee measures for the optimization of J company’s brand marketing strategy from the aspects of organization leading,personnel guarantee and process management.