Research On Digital Marketing Strategy Optimization Of XS Company Community Supermarket

COVID-19’s situation of prevention and control has been changing for a long time,which has long affected China and even the world’s retail consumption industry.This has brought challenges to the traditional industry and has also given rise to many new opportunities.First of all,the epidemic continued to accelerate the evolution of the retail market industry pattern,with the emergence of the phenomenon of "winner takes all" and "partial penetration" in recent years.The flow resources with passenger flow as the core continue to gather to advantageous enterprises.Under the superposition of Matthew effect,the guiding process of digital transformation of retail consumer enterprises is accelerating,and it has also changed consumers’ traditional shopping habits.With the increasing degree of online,refined,quality and digitization of all kinds of commodities in supermarkets,especially fresh commodities,driving the digital marketing transformation of the whole industry,retail enterprises have built private domain data banks,actively arranged online private domain communities,tried short-term video live broadcasting and other digital marketing means,with the help of the rapid development of personalized interactive platform,The consumer industry as a whole has entered a new era of digital marketing.enterprises should complete the transformation and upgrading of digital marketing,and accelerate the transformation and upgrading of digital marketing.This paper selects Xiamen XS supermarket as the main research object,analyzes the macro environment,meso and micro environment background of XS supermarket,uses SWOT to analyze the advantages,disadvantages,opportunities and threats of XS supermarket,and aims at the current company’s marketing problems,such as lack of innovation in customer relationship,poor marketing accuracy,slow response speed Put forward solutions to the problems of insufficient operation and maintenance of member customer relations and lack of overall planning of marketing returns,and adopt 4R marketing strategy as the basic theory,optimize it with digitization as the main technical means,establish association with customers through digital means,establish digital platform to speed up response ability,and use digital private domain tools to operate customer relations With the help of digital management system,implement the four aspects of two-way return of marketing,optimize the existing marketing strategy of XS supermarket and help XS supermarket accelerate the pace of digital transformation.