Research On Digital Marketing Strategy Of J Wine Company

With the development of new technologies and the continuous emergence of new business forms such as sharing economy,unmanned economy,e-commerce live broadcasting and community group-buying,marketing has been revolutionized.The traditional marketing model,which relies on channels and brands,has gradually lost its growth momentum and become inefficient in the era of increasing consumer sovereignty awareness,personalized consumption demands,diversified scenes,instant gratification,and fragmented,circular and abundant channels.As the leading brand of health wine,J Brand used to be at the front of the industry in terms of marketing model.With the "failure" of the traditional marketing model,the company began to carry out a digital marketing transformation from 2020.However,due to the influence of past growth thinking,dependence on successful path,lack of top-level design and system planning and other factors,At present,there are still many problems in the practice of digital marketing.This paper aims to find out the existing problems in digital marketing of J Brand,and the expected goals of the company’s decision makers through in-depth interviews.Based on relevant theories and tool models of digital marketing,this paper aims to improve the top-level design,strategy formulation and implementation path of J Brand digital marketing strategy.Under the guidance of the marketing value concept of "customer-centered",through user digitization,channel digitization and BC integration,the whole chain integration and mutual empowerment are realized,so as to better serve consumers and tap the full life cycle value of consumers to the greatest extent.Truly realize the transition from channel growth to consumer growth momentum and traditional marketing to digital marketing transformation and upgrading.