The Study On The Interactive Marketing Strategy Based On Kitchen Appliances Brands On The Interaction APP Douguo

In the mobile Internet environment,interaction is very important if we want to achieve effective communication.Two-way communication can not only improve the efficiency of information transmission,but also satisfy the users' psychology and emotion,so as to arouse the interest and initiative of users' browsing.On the other hand,The expansion of Internet users has laid a strong user base for the development of the APP,the huge user market owned by APP is an important factor for enterprises to choose cooperation platform in brand communication.As an innovative communication tool,it enriches the concept of interactive marketing.For consumers,the APP provides them with new channels for acquiring brand information.For enterprises,the APP also becomes a new way to get feedback from consumers.The full name of the Douguo APP is the Douguo delicacy APP,it is the first cookbook application platform for interactive communication in China.As a communication platform,it has great potential and attracts more and more brand advertisers.Because Douguo APP mainly spreads the content related to the food,The audience is highly consistent with the use of the kitchen appliances.Therefore,the advertiser in the kitchen industry accounts for most of the proportion and has rich research cases,but there are some defects in the marketing process that are still to be perfected.The research on the interactive marketing of kitchen electric brand based on Douguo APP not only helps to improve the interactive marketing strategy of the kitchen electric brand based on Douguo APP,but also promotes the sustainable development of Douguo APP.In this paper,the research object is the kitchen electric brand which is marketing on Douguo APP platform,such as boss electric appliance,supor,fang taiyuan and other wellknown kitchen brands.On the basis of reading literature,the author uses interactive marketing as a research perspective to elaborate and analyze.First of all,the author expatiates on interactive marketing theory,integrated marketing communication theory,secondary communication theory and 4C theory,define brand marketing strategy?APP marketing and other related concepts.Secondly,based on the actual case and questionnaire survey,the author analyzes the current situation of interactive marketing of kitchen electric brands based on Douguo APP platform,find out the advantages of communication mode function complementation,accurate database marketing,reasonable communication cycle,and and online and offline integrated marketing communication mode softness and so on.At the same time,it is found that there are problems with users' lack of interactive interest,complicated interactive steps,uneven quality of interactive content,lack of in-depth interaction,and negative feedback from users.In the end,the author sorts out the reasons for these problems,summarize and the optimization Suggestions of innovative activities,optimizing activity steps,pursuing high-quality content,building weak relationships and broadening feedback channels,etc.In this way,we can find a better way to promote the interactive marketing of kitchen electric brand based on Douguo APP,and provide inspiration for the interactive marketing activities of the kitchen electric brand on Douguo APP.