Research On The Optimization Of Social Media Marketing Strategy Based On AISAS Model Of L Baked Food Company

In the context of the rapid development of the Internet and the prevalence of social media,traditional marketing strategies also need to be changed and innovated with changes in people’s lifestyles and purchasing habits.Although the local time-honored Chinese style baking company L inherits traditional craftsmanship and good reputation,in the new media environment,L company is limited to traditional marketing concepts and has not received sufficient attention from the enterprise for emerging social media marketing.With the increasingly widespread application of social media marketing,the lack of scientific marketing strategies has caused the company to face an awkward situation of development obstacles.Therefore,this article aims to provide reasonable and effective marketing strategy optimization suggestions for L Bakery Food Company,in order to help its company seize the opportunity in market competition,better meet consumer needs,and achieve better performance.This article aims to take L Company as the research object,and use SWOT analysis tools to conduct in-depth analysis and exploration of the internal and external marketing environment faced by L Company in the Chinese baking food production industry.Meanwhile,this article uses the AISAS consumer model as the theoretical basis to analyze the current situation of L Company’s marketing strategy.Considering the purpose of this study and the characteristics of the required data,the researchers will design relevant interviews and questionnaires to gain a more comprehensive understanding of L Company’s current strategy and market direction for its future development.,Analyze a company’s marketing strategy from five dimensions:attracting attention,generating interest,conducting searches,purchasing behavior,and user sharing.Through the organization of interview and questionnaire data,it is concluded that the marketing problems of L company include insufficient attention to marketing accounts;Marketing content cannot arouse consumer interest;The search form of social media is single;Low conversion rate for purchasing products on social media platforms;Insufficient desire for social platform users to share comments.Analysis shows that the reason for the problem of L Company is that the company does not attach enough importance to social media marketing strategies;Insufficient understanding of consumer interests and needs by enterprises;Enterprises lack social media marketing planning;Poor customer purchasing experience;Neglecting the importance of maintaining the reputation of social platform products.Based on the theory of social media marketing and research achievements at home and abroad,design L Company’s marketing strategy optimization plan,enrich promotion methods to increase social platform brand attention,optimize marketing content to arouse consumer interest,establish multi-dimensional communication channels to serve consumer search behavior,enhance social platform shopping experience to promote purchasing action,and strengthen social platform interaction to promote consumer sharing measures to improve these five dimensions.Finally,to ensure the smooth implementation of service marketing strategies,suggestions were given in terms of manpower,funding,quality,and systems.I hope to provide reference and reference for more similar enterprises.