Research On The Marketing Strategy Of Bird's Nest Products Of Company

In recent years,with the rapid development of China’s economy,the health awareness of Chinese residents has been continuously improving.Under the epidemic situation,the big health industry has rapidly emerged.Especially with the high-speed dissemination of internet information and the sales scenes of short video live broadcasting,various health-related videos on the internet have been increasing,and the market size of edible bird’s nest has been continuously expanding.The consumption of bird’s nest has become a hot topic on various internet platforms.Therefore,the marketing and brand promotion methods of various bird’s nest physical companies have shifted from the original single marketing method to integrated internet marketing.They constantly try and explore various internet marketing models in order to stand out in the fierce competition and achieve brand awareness and exposure enhancement.This article focuses on the research of the problems faced by X company,a leading enterprise in the bird’s nest industry,in the internet marketing era.Although X company has always attached great importance to product research,good products alone cannot cope with the current fierce competitive environment.Starting from relevant marketing theories at home and abroad,this article analyzes the marketing environment of this product from the consumer’s perspective,combined with the operation status of X company’s bird’s nest product and the current marketing strategy,as well as user feedback data.The analysis and evaluation found that X bird’s nest has shortcomings in terms of interestingness,personalization,benefit,interactivity,and other aspects,such as a single marketing model,imprecise target customers,and a lack of attention to users’ diverse demands.To solve these problems,this article evaluates them through literature and data review,survey questionnaires,and internal and external environmental analysis,using models such as PEST,SWOT,Porter’s Five Forces,etc.At the same time,it uses STP and 4I theory for marketing management and proposes targeted optimization solutions for bird’s nest product marketing strategies,in order to solve the outstanding difficulties and problems faced by the enterprise in bird’s nest product frontline marketing practice.The significance of this research lies in providing theoretical guidance for the brand’s bird’s nest products,in order to achieve the goal of enhancing brand influence,market competitiveness,and expanding sales channels,as well as improving brand awareness and sales scale.This article will further elaborate on the existing marketing problems to highlight the importance of this research.