Research On Digital Marketing Strategy Optimization Of Bosideng Brand

Digital transformation has become a major trend of high-quality development in various industries.In recent years,China’s retail enterprises have actively used the Internet,big data,artificial intelligence and other new technologies to carry out digital transformation.The development and application of digital technology have provided important support for the transformation and upgrading of the traditional retail industry;Only through digital transformation and digital marketing can Chinese retail enterprises adapt to changing consumer demand and enhance their competitiveness.However,Chinese retail enterprises still have problems in the process of implementing digital marketing.This paper takes Bosiden brand as a research case.First,through the understanding of the current situation of Bosiden brand’s implementation of digital marketing,and its marketing data in digital marketing media(Taobao,Tiktok,Weibo,Xiaohongshu,etc.),it conducts multi angle analysis and research,and summarizes that there are four problems in Bosiden brand’s digital marketing:unclear identification of consumers’ digital portraits The coverage and arrival of information are not comprehensive,the lasting relationship with consumers is not firm,and the community value is not excavated deeply;Secondly,by analyzing the internal and external causes of the problem,PEST is used to analyze the market macro environment faced by the Bosiden brand,and then Porter’s Five Forces Model and enterprise resource capability are used to analyze the competitive strength and implementation resource capability faced by the Bosiden brand,and then the digital marketing optimization strategy of the Bosiden brand based on the 4R theory is obtained:improve the big data collection and identification capability;Strengthen the coverage and arrival of digital information;Strengthen the lasting relationship with consumers;Deeply tap the economic value of the community.Finally,it proposes to strengthen the construction of digital marketing talents for the optimization strategy;We will implement three safeguard measures to ensure the corporate culture of digital marketing and the construction of information systems,and jointly promote the smooth development of Bosiden brand digital marketing.Under the background of digital economy,only by actively embracing digital transformation and implementing digital marketing can retail enterprises make their brands glow with lasting and strong competitiveness.