Research On Digital Marketing Strategy Optimization Of ZD Company’s Testing Business

In recent years,with the vigorous development of China’s internet industry,digital technology has been widely applied in various industries,and has brought subtle changes to traditional formats in many fields.For example,the digital application practices of enterprises in the field of marketing have transformed marketing ideas,models,and strategies that were originally unable to meet their needs.The new marketing methods have caused a significant impact on the rules and concepts of traditional marketing work.Big data and cloud computing technology help continuously improve business intelligence technology by collecting customer information,calculating samples,analyzing consumption patterns,and accurately positioning target customer groups for enterprises.The development of the internet community has also provided an emerging platform for marketing work,assisting the development of digital marketing business in a precise manner,and providing enterprises with more diverse and effective marketing methods.As of the end of 2022,the number of internet users in China exceeded 1.051 billion,ranking first in the world.The internet penetration rate has reached 74.4%,with an average of 29.5 hours per week per netizen,showing an increasing trend year by year.China’s 5G network has covered all first tier cities,and second and third tier cities have also received considerable coverage,greatly improving the development level of internet information technology and providing high-quality software and hardware support for the development of digital marketing business.In this context,enterprises must actively layout digital marketing and take the lead in the future digital formats.ZD Company is a civilian testing agency that provides third-party testing services to users.With the residents’ yearning for a better life and the improvement of the country’s efforts in building beautiful rural areas,both the country and the people are paying increasing attention to food safety.With the rapid growth of the civil testing market in recent years,ZD Company’s development is also at the forefront.It is urgent to layout digital marketing,establish the company’s brand,seize market share,and lock in the first mover advantage.This article takes the digital marketing of ZD Company’s testing business as a research case to optimize its existing digital marketing strategy.Firstly,the research background,significance,current research status at home and abroad,research content and methods,relevant concepts and theories of the thesis are elaborated,laying the groundwork for subsequent chapters to discuss.Then introduce the basic situation of ZD Company,the current digital marketing status of testing business,and grasp the current digital marketing situation of ZD Company’s testing business.Through literature research,questionnaire surveys,and other research methods,it is summarized that ZD Company’s testing business digital marketing has problems such as lack of innovation in content marketing,poor use of precision marketing,and incomplete service marketing.These problems are mainly due to the company’s insufficient understanding of the new era of the digital economy,insufficient understanding of user awareness and needs,and insufficient design of the company’s product operation model.Next,around the problems and causes discovered,combined with positioning theory,marketing mix theory,and digital marketing theory,from the perspective of optimization,around products,prices,channels,promotions,tangible displays,services,and personnel,we develop digital marketing strategies that conform to the actual situation of ZD’s detection business.Finally,from the aspects of system and resources,it is proposed to provide protection measures for the optimized digital marketing strategy of ZD Company’s testing business,such as adjusting the company’s organizational structure and system,improving the company’s human resource management,enhancing internal management capabilities,and ensuring supporting resources.I hope to play a positive role in promoting digital marketing for ZD Company.