Study On Marketing Strategy Of Xituan Company’s Slender Secret Products

In recent years,the Chinese government has issued a series of health policies,and the health industry has been rapidly developed and cultivated.With the growing public demand for healthy consumption and the development of social e-commerce,the concept of online consumers is more personalized and embracing domestic products.The epidemic in2020 catalyzed the online consumption habits of some consumer groups,and the changes in the frequency and scene of online consumption increased the overall unit price of customers.Xituan company focused on the opportunities brought by young consumer groups,launched health Slender Secret products.How to develop suitable marketing strategies to achieve the goal of selling high-quality products to the segmented market consumer groups?Base on the above research background,this paper takes Slender Secret products of Xituan Company as the research object.Research methods such as literature review,comparative analysis,questionnaire survey,and participatory observation were used.Based on the analysis of external and internal environment,combined with porter’s five Forces model,SWOT and STP analysis,the marketing strategy of Slender Secret products are designed,and the implementation of guarantee measures are planned.The conclusion is that the combination marketing strategy of SO opportunity and advantage can amplify the internal advantage and external opportunity.Slender Secret product marketing strategy focus on7 PS marketing mix.Product strategy includes research and development of new products and value-added services.Price strategy using the ultimate cost performance and promotion price adjustment strategy.Channel strategies include online and offline full-channel expansion,platform live broadcasting and investment promotion,etc.Promotion strategies include experience marketing to establish a reputation,members to buy gifts and strengthen incentives.People,Process,and Physical presentation.Product marketing strategy is a protracted battle,looking forward to leading and meeting consumer demand,research and development of more marketable good products.