The Digtial Martketing Strategy Of Personal Health Products In F Company

As the popularity of the internet and mobile phones,more consumer's behavior changed from offline to online,the role of digital marketing in enterprises has become more and more important.The globalized companies have started digital transformation sooner or later.F company began digital transformation and created digital marketing department in 2015.As a digital marketing department of a foreign-funded enterprise in China,the digital marketing strategy formulated must conform to both the headquarters strategy and the Chinese national conditions.Through the analysis of the department's official website,Weibo and social listening,this thesis finds that the official website's search engine optimization is not enough,the Weibo content is simple and the negative social listening is not dealt in time.After analyzing,the digital marketing improvement strategy is obtained.This thesis will use digital marketing theory to analyze the F company digital marketing situation and problems,with the method of search engine optimization,the positioning of Weibo content and the situation of competitors,the platform and classification of social listening and the negative treatment,and finally come out an improved digital marketing strategy.This thesis is divided into six chapters.The first chapter is the introduction,which introduces the research background,research significance,research methods,by initiative descriptions of China and F Company's digital marketing,proposes the thesis research framework.The second chapter is related theories review.It mainly introduces the theoretical knowledge and literature used in the analysis of official website,Weibo and social listening.The third chapter introduces F company and the current status of the digital marketing department and three existing problems.The fourth chapter is the situation analysis of digital marketing.Firstly,the external environment of Chinese netizens,social media and F company competitors is analyzed,and then through the technology,content and external links,the optimization direction of the official website is obtained;draws Weibo's content ideas through Weibo positioning and competitors;and proposes the treatment of negative social listening through the collection and classification of monitoring.Chapter fifth presents an improved digital marketing strategy of official website search engine optimization,official weibo content and negative social listening handling.The six chapter summarizes the research of this paper and proposes research limitations and expect the future prospects of research results.