Research On The Marketing Strategy Of Ham Products Of S Company Under The Background Of "Internet +"

In today’s rapid development of network technology,"Internet+" has been gradually integrated into the traditional industry.S Company is a local leading enterprise mainly engaged in the processing and sales of ham products.Although the company has been established for a long time and has relatively complete offline channels,under the "Internet +" format,because the corporate marketing concept has not kept pace with the times,and the marketing decisions are not scientific enough,and meanwhile,the integration of "Internet +" and its ham industry is not enough.In place,it makes difficulties for enterprises to grasp the development opportunities brought by the Internet era.Under the background of "Internet +",it is an urgent need for the current enterprise development to it optimize and adjust a marketing strategy to adapt market development.This paper takes the county-level enterprise—S Company as the research object collecting the relevant information and data of the ham industry and target company by using a variety of research methods,conducting a multi-level analysis on it.The research mainly focuses on the following aspects: First,analyzing the marketing status of the target enterprise by collecting data through market research on the ham market and the enterprise.Second,combined with the actual marketing situation,the current situation of S company marketing and the existing problems in marketing were excavated,including the lack of corporate brand promotion,the lack of core competitiveness of products,the single pricing method,the need to improve the place management,and the single marketing promotion model.Third,summarizing and analyzing the marketing environment of target enterprises under the background of "Internet+" from three perspectives: macro,medium and micro.Forth,combined the above analysis to clarify the strategic direction of the target company,and based on this,clarify the STP marketing strategy of the target company.Fifth,combined with the 4Ps marketing theory,forming a marketing mix strategy that conforms to the development of enterprises in the "Internet +" context.The specific optimization strategy suggestions are as follows: at the product strategy level,it is necessary to improve product quality,enrich product portfolio,speed up the R&D and launch of personalized products,and establish a QR code network traceability system;At the price strategy level,it is necessary to implement diversified pricing strategies,and grasp the principle of online pricing;At the place strategy level,it is necessary to develop new social media places,strengthen the breadth and depth of cooperation with third-party sales platforms,and carry out O2 O marketing that combines online and offline;At the promotion strategy level,it is necessary to apply big data marketing and innovate marketing models based on new Internet media.Sixth,to ensure that S company can successfully implement the optimized marketing mix strategy,suggestions on safeguarding measures are given from four aspects: organization,talent,capital and technology.Finally,the shortcomings of this study and the directions for further efforts are presented.Combining with the background of "Internet +",this paper proposes the optimization suggestion of target company’s marketing strategy,which is a new marketing road in line with the actual development of the enterprise.It also can change the original backward marketing situation of the target company to a certain extent and promote the long-term development of its marketing.At the same time,it also plays a guiding role for Company S to consolidate its leading position in the region,adjust its marketing strategy and enhance the company’s profitability.It also has certain significance for the development of similar products in similar regions.