Research On Digital Marketing Strategy Of M Company

With the continuous development and progress of Internet information technology,the world has entered into a digital age.In the face of evolution of social,economic,technical and other external factors,Chinese consumers are also undergoing drastic and rapid changes in terms of shopping preference,shopping channel and other key marketing factors.Affected by external environment,marketing way of fast moving consumer goods industry is also undergoing new changes and integration.By taking a typical company – Company M in the consumer goods industry as an example,this paper starts with marketing environment,analyzes macro-environment of Company M through PEST model,and analyzes industrial environment where Company M is located and its internal conditions with SWOT analysis method.Through Questionnaire survey method and Interview method,the paper identifies current marketing problems of Company M,analyzes formation causes of such problems.On this basis,the paper constructs digital marketing strategy of Company M by referring to 5A theory,specially including: Big data based analysis and mining,precisely identifying customers’ demands;Creating and communicating high-value contents,carrying out efficient content marketing;Carrying out marketing of praise and enhancing brand awareness;Promoting omni-channel digital empowerment and continuously improving consumer experience;Carrying out all marketing operation and keeping holding customer.This paper considers digital marketing strategy of Company M as study object,and makes adequate investigation,analysis and research,and tries to provide constructive and universal opinions for digital marketing development of fast moving consumer goods,and provide a development idea for digital marketing construction of businesses.