Research On Live Streaming Marketing Strategy Optimization Of Y Food Company

Under the background of the rapid rise and popularity of Internet economy and live streaming marketing,when the offline marketing of traditional enterprises encounters difficulties and the performance growth rate stagnates or even begins to slow down,it is very important to conform to the development of the times and combine with the Internet economy to carry out live streaming marketing to seek new opportunities and challenges.The research object of this paper,Y Food Company,is a comprehensive food enterprise specializing in research and development,production,wholesale and retail of whole grain meal replacement food.In order to seek new development growth points of brand marketing,it began to try live streaming in 2022.However,with the development and implementation of live streaming marketing activities of Y Food Company,its blindness and disorder are gradually revealed,and the preset sales target has not been achieved for a long time.Therefore,the purpose of this study is to find some problems in the live streaming marketing process of Y Food Company,and put forward some effective optimization strategies with relevant marketing theories suitable for its own reality.Based on the reading and sorting of domestic and foreign literature on live streaming marketing theory and marketing strategy,combined with the live streaming data of Y Food Company and the investigation,this paper carried out a targeted case analysis.Firstly,the macro-environment and competitive environment of Y food company’s live streaming marketing are analyzed by using tools such as PEST analysis and five forces model.Then,the current situation of Y food company’s live streaming marketing is analyzed from the perspective of STP and 4P.Combining the portraits of fans and users and referring to the questionnaire survey results,a series of problems in live streaming marketing are found,and the causes are analyzed from the subjective and objective levels.Subsequently,Using STP theory,this paper puts forward suggestions to modify the live streaming marketing strategy of Y Food Company from the perspectives of market segmentation,target market selection and market positioning,and using 4P theory,it gives specific marketing strategy suggestions to Y Food Company from the perspectives of adjusting product strategy,studying differentiated pricing scheme,perfecting channel construction and carrying out diversified promotion.Finally,ensuring the implementation of live streaming marketing strategy of Y Food Company from the aspects of system,manpower,technology and finance not only provides reference and help for Y Food Company’s live streaming marketing under the current situation,but also provides some ideas and references for other food companies to carry out live streaming marketing smoothly.