Research On The Scene Marketing Strategy Of A Home Textile Company Under The Background Of Digitization

China’s home textile industry has achieved rapid development in the past decade.With the increasing improvement of people’s living standards,there is a higher demand for home quality and consumption experience,which directly promotes the expansion of the demand for home textile industry,thus attracting many companies to enter the home textile industry,and the industry competition is becoming more and more fierce.Especially in 2020,affected by the epidemic,offline sales of A home textile enterprise continued to decline year on year,and marketing problems gradually became prominent.In the context of digitization,how to propose A new marketing strategy more suitable for the current market environment is an urgent problem for A home textile enterprise.At present,the concept of consumers began to change,the demand of consumers is diversified,consumers’ requirements for experience are constantly improving,the past traditional marketing methods can not meet the current needs of consumers.In the era of mobile Internet and big data,in the fast-paced life and surrounded by a large amount of information,users’ consumption time becomes increasingly fragmented,and users pay more and more attention to convenient,accurate and intuitive shopping experience in the process of consumption.In response to user consumption idea change,more and more enterprises begin to set marketing,as one of the business transformation strategy,scenarios by digital technology such as large data marketing insight into consumer demand for a particular scene,in order to build and user needs echo,improving the user’s shopping efficiency and meet the demand of consumers in terms of experience,Thus establishing the connection between enterprises and consumers.Scene marketing,as a member of various marketing strategies,keeps pace with the development of The Times and brings a turning point to enterprises and consumers.The high integration of human and digital technology connects the field boundaries of traditional marketing,which can cause a chain reaction of enterprise communication,produce a large number of traffic entrances,further improve the strength of enterprise communication,and become the best choice for many enterprises to have a place in the market.However,scene marketing as a new marketing model and concept,how to adapt to the era of big data to consumers’ scene and experience needs for valuable information adaptation,to achieve seamless connection has become a new challenge for enterprises to implement scene marketing.Build the scene of A textile company marketing present situation,the integrated use of literature analysis,case study research,interview method,and A home textile company online and offline sales personnel and enterprise headquarters,the channel,A detailed in-depth exchanges,head of the Marketing Department to get A large amount of real and detailed first-hand research data.First introduced the scene marketing system and related concepts and theories,the second to the scene of four elements,scenes,content,and user interaction to build four dimensions as theoretical framework,in the process of building A home textile company in the marketing of the scene to identify the user requirements,design,particular scenario,content system and set up the mechanism of interaction of the specific content of the four scenarios application link,Through the analysis of the scene application link,this thesis expounds the problems existing in the scene marketing of A textile enterprise.Finally,the optimization and safeguard measures are proposed for the problems existing in the current situation of COMPANY A.By studying the current situation of scenario marketing strategy implemented by A home textile Company,this thesis can help enterprises improve the level of scenario marketing and ensure that scenario marketing can play A greater role in the enterprise.At the same time,it provides reference for other enterprises in the industry to formulate and implement scenario marketing strategy.It provides reference for other enterprises with similar difficulties in digital marketing transformation and management in the same industry.