Research On Optimization Of Online Marketing Strategy Of HY Wine Co.,Ltd

Online marketing based on Internet platforms has become one of the mainstream directions of marketing.Under the background of white-hot traditional offline marketing competition and the impact of COVID-19,it is an inevitable requirement of The Times for liquor enterprises to actively carry out online marketing.Article selected HY company as a case,explores its online marketing optimization strategy,on the one hand,through the study of this thesis can enrich content online marketing related theory,on the other hand,the proposed online marketing improvements can promote HY company online marketing ability of ascension,thought that the sustainable development of the enterprise to provide support.This thesis focuses on the theme of online marketing strategy optimization of hy wine company.The main research contents include: firstly,through environmental analysis,it can be seen that the current macro environment is conducive to the development of online marketing of hy wine company,but the industry competitive environment is relatively fierce.There are both favorable conditions and restrictive disadvantages within the enterprise to promote the development of online marketing.Secondly,under the guidance of STP theory,the market positioning of HY wine company’s online marketing was determined.That is,in the domestic towns of non liquor producing areas,with the purpose of drinking,giving gifts and festive banquet,the age of 25 years old ～70 years old,the annual disposable income is not less than52692 yuan,can be accepted online shopping Maotai Baijiu Baijiu group.Thirdly,based on the methods of questionnaire and comparative analysis,this thesis investigates and compares the implementation of online marketing strategy of hy wine company,and finds that there are some problems,such as less online product categories,unable to meet the diversified needs of customers,no comparative advantage in the price of online main products,lack of diversity in online channel construction,outdated and weak online promotion forms and so on;The reasons for these problems lie in the lack of product demand mining and innovation of online consumers,the lack of full understanding of the price sensitivity characteristics of online consumers,the lack of high-quality online multi-channel integrated marketing "promoters",and the lack of awareness of the importance of promotion and information dissemination.Finally,with the help of the information obtained by literature retrieval method,questionnaire survey method and practical research method,this thesis designs the improvement scheme of hy liquor company’s online marketing strategy,including excavating market demand,improving the matching degree of online product supply,obtaining online market price data,scientifically matching consumers’ willingness to pay,actively expanding online marketing channels,improving consumers’ convenience,enriching online promotion forms and strengthening promotion efforts.