D Supermarket Digital Marketing Strategy Optimization Research

In the era of digital economy,D supermarket,as a traditional business enterprise,has been established for more than 20 years.Based on the local market,D supermarket has accumulated abundant customer base and data.However,it is limited by traditional management concepts,technology and talents,and has not been fully utilized.In the face of competition from Internet enterprises and large commercial enterprises,customers are lost,sales growth is slow,and flat efficiency is decreased.Limited by technology,talent and so on,these traditional business enterprises are living in the cracks.Obviously,in today’s era of digital economy,only by adapting to the development of The Times and actively investing in technology can digital innovation fundamentally solve problems,and then produce and supply goods based on customer demand.Not how to sell what you already have.Based on the practical problems faced by D supermarket,this paper proposes the necessity and urgency of D supermarket to implement the combination of online and offline sales model under the background of new retail by analyzing the current macro environment and industry environment of D supermarket.As D supermarket has rich experience in traditional offline operation for a long time,the problem of online marketing is more prominent.In order to develop a new retail marketing model combining online and offline,this paper focuses on the digital marketing optimization strategy of supermarket D.The third chapter of this paper finds out the digital marketing problems of supermarket D through the management interviews and questionnaires,including positioning,digital marketing channels,digital promotion methods and efforts,personnel services,digital shopping experience and other issues.Then put forward the targeted optimization scheme.The theoretical basis is STP positioning theory and 4R digital marketing model.Through questionnaire survey and factor analysis,five related factors affecting consumer satisfaction were found.Through regression analysis,the influence degree of each factor on consumers’ purchase intention was found.In the fourth chapter put forward the corresponding marketing strategy.The fifth chapter puts forward the guarantee measures such as capital,technology and manpower.Traditional business enterprises should not only base on offline physical stores with large natural flow and experience advantages,but also take offline stores as online drainage channels,actively adapt to the era of digital economy,and build digital marketing channels.Online and offline mutual diversion,rather than blindly expand to occupy the market.On this basis,we can provide supporting logistics services,realize the integration of online and offline,and break the space boundary of stores covering consumers.At the same time,in most traditional business enterprises are still hesitant,conservative to maintain profits.If the company can take the lead in making technological breakthroughs and transforming into an omnichannel model,its future development will be sustainable.