Analysis On The Application Of Digital Marketing Strategy Of Domestic Old Leisure Food

The research object of this paper is the old domestic snack food brands in urgent need of transformation.They want to change their traditional marketing methods and transfer their marketing positions to the Internet.However,in reality,traditional domestic old brands are not familiar with or have no complete ability of digital processing and analysis,as well as unfamiliar digital marketing means,which leads to the low cost and high efficiency of product sales.Through the method of literature analysis,comparative analysis and semi-structured interview,it intuitively and effectively reflects the development trend of domestic old brand snack food enterprises and provides referential local cases and consumers’ real feedback according to the powerful data and objective views provided by various reports.Starting from the brand marketing theory,domestic and foreign brand research and digital marketing theory research,in-depth exploration of domestic old leisure brand digital marketing strategy application effect and shortcomings,for the future domestic old brands to establish a digital marketing virtuous cycle mechanism to provide certain help.This paper has six parts,the introduction part of the research background,research objects are described.In addition,the revival of old domestic brands is concerned by the public and the development of domestic brands is also explained in this chapter.This chapter also tells the brand marketing theory is still playing an important role in the era of brand digital marketing and how to promote the online communication of brand with the help of Internet platform in the era of digital marketing.In the first chapter of the paper,the concept of domestic old brands is defined,and the status quo of domestic old brands is sorted out,and the advantages and disadvantages of the traditional marketing status quo are analyzed,thus leading to the reasons and importance of digital marketing of domestic old brands.In the second chapter,the semi-structured interview method is used to ask 30 subjects of different occupations about their knowledge of old domestic brands,their purchase frequency of old domestic brands and their liking degree.The interviewees are also asked about their views on White Elephant brand and whether they like the brand.Analyze the application status of digital marketing strategy of domestic old brand leisure food,explore the current data analysis and processing capacity of domestic old brand food products,the application of digital marketing strategy and the application of digital marketing content strategy,and compare the consumers’ views on the digital marketing transformation of domestic old brand food under the new consumption pattern with those of traditional consumers.To understand whether consumers have new impression and cognition of domestic old leisure food in digital transformation.The third chapter analyzes the existing problems and opportunities faced by domestic old leisure food,as well as the advantages and disadvantages of the new consumption environment,which provides sufficient basis for the later recommendations.Chapter four proposes strategies and suggestions suitable for the digital development of old leisure food brands in China based on the opportunities and difficulties analyzed in the previous chapter.on the opportunities and difficulties analyzed in the previous chapter.