Study On Digital Marketing Strategy Of Shilin DC Poultry LTD

Since the 20 th National Congress of the Communist Party of China,rural revitalization has become an important point to consolidate the achievements of poverty alleviation.Under the background of Internet + development,it is very important to do a good job in digital marketing of local poultry enterprises.Shilling DC Poultry Co.,Ltd.is a breeding company in Shilling County,Kunming City,Yunnan Province,which is specialized in pure native chicken breeding service and takes "company + base + farmer" as the development model.Founded in 2016,the company focuses on green,healthy and ecological poultry products and adheres to the road of fine products,health and safety.The target customer group is the middle income group.In this paper,Shilling DC Poultry Co.,Ltd.is used as the research carrier,and macro and emos-environmental analysis is used as the tool.Macro environmental analysis--population environment analysis,economic environment analysis,natural environment analysis,scientific and technological environment analysis,political and legal environment analysis and social and cultural environment analysis,emos-environment--Porter’s Five Forces Model,Through the company’s field interviews and questionnaires to employees,employees and consumers in the wholesale units of Shilling DC Poultry Co.,LTD.,customers who have bought mountain fowl online,and fans of accounts such as Doubting and public accounts,the current situation of the company’s digital marketing for individual consumers is understood.The problems of the company’s digital marketing are found as follows:One is the lack of customer portrait caused by blind marketing situation.It does not use big data technology to master consumers’ geographical and historical purchases and behaviors on the Internet,does not classify and analyze multidimensional content,and fails to make reasonable use of data to draw realistic user portraits through various labels.The second is the lack of reasonable means to reach consumers.Does not cooperate with KOL to make KOL accurately present the content required by target customers or potential customers to consumers and endorse its products;The third is the lack of a foundation for sustainable relationships.The company’s chateau official account and related Doubting accounts receive very little attention.In this case,there is no traffic pool or customer pool to establish a continuous relationship with consumers for the company.The fourth is the inability to realize transactions and returns.In the actual sales,consumers placed orders in the mall of chateau mini program is not optimistic.After analyzing the reasons,this paper puts forward the digital marketing strategy of Shilling DC Poultry Co.,LTD.1.Big data targets customers.Have basic consumer information so that the company clearly knows what type or groups of consumers it is dealing with.Accurately depict the time and willingness of consumers to understand the product information,judge consumers’ purchase preference,purchase time,payment method and evaluation,construct the user portrait,and do a good job in consumer segmentation.2.Social media fast touch.Focus on the green(original Eco-farming)and healthy(nutrient-rich)products of the mountain as the selling point of digital marketing.To avoid the shortcomings of live broadcast,which is long and time-consuming,the duration,content and presentation form of live broadcast are improved,so as to make live broadcast efficient and time-saving,give quick answers and show the quality of mountain fowl.The Internet celebrities who attract attention through short videos have higher popularity and gain more attention from people.They can endorse the mountain fowl with the help of the existing Internet celebrities.3.We chat mini programs to build ongoing relationships.Push the marketing content into modules,including "daily recipe","parent-child primary school",etc.,to gain continuous attention from consumers and potential consumers.Tell good marketing stories to create green and healthy food.Through customized marketing,consumers are deeply involved in the whole product supply process,so that consumers virtually become a member of the company,and lay a solid foundation for the establishment of continuous relationship.4.Realize transactions and returns.Internet celebrities show their excellent works to fans through short video platforms with low cost,fast spread and strong social attributes,which can expand the channels of cash.The joint marketing with the local farmer’s club can not only expand the scope of the community,but also complement each other’s traffic.The second is that the traffic is more likely to be monetization.