Research On Digital Marketing Strategy Of F Outdoor Equipment Enterprises

With the fast advancements in information technology,such as mobile Internet,Internet of Things and cloud computing,the business environment is undergoing great changes.Nowadays,enterprises have more marketing opportunities and channels,and digital marketing has become an important means for enterprises to carry out marketing,provide services for customers and show their value.At the same time,due to favorable policies,the improvement of market demand and the promotion of digital platform,the domestic camping economy has ushered in explosive growth.F Company is an outdoor equipment business.Since entering the Chinese market,F Company has innovatively applied a variety of digital marketing strategies in continuous promotion and exploration,but the marketing effect needs to be improved.Therefore,this paper takes F Company as the research object,and firstly conducts an extensive search and sorting of relevant literature on digital marketing.Secondly,the current situation of its digital marketing is analyzed,and based on the 4R marketing theoretical analysis model,a questionnaire survey is conducted to obtain research data,and the influence degree of digital portrait and recognition,digital coverage and arrival,and continuous user relationship on the realization of transactions and returns in F company’s digital marketing is studied.It is hoped to find out the influence mechanism of F Company’s digital marketing effect through the above research.The study found that in F company’s digital marketing,digital portrait and recognition,digital coverage and arrival,and the establishment of continuous relationship are the key factors that affect the realization of transactions and returns in digital marketing,among which the establishment of continuous relationship has the greatest impact on the realization of transactions and returns.Based on this,this paper combines STP theory,content marketing,word-of-mouth marketing,etc.,and puts forward the promotion strategy of F Company’s digital marketing: at the level of product optimization,based on big data consumer portrait and market positioning,clear market positioning,innovate product design,create differentiated routes,and implement combined marketing;At the level of channel empowerment,we should improve channel information push,improve quality search marketing content,and adopt cross-border linkage marketing.At the level of continuous relationship,build a community connected by interest,pay attention to user feedback and interactive content,and establish incentive policies and sharing mechanisms.The theoretical significance of this research is to enrich the academic research on digital marketing strategy of outdoor equipment enterprises under the camping economy.In terms of practical significance,it can not only help F enterprise improve and optimize the deficiencies and problems existing in the current digital marketing strategy,improve the effect of digital marketing,but also have certain reference significance for the digital marketing strategy of outdoor equipment enterprises.