Study On H Pet Supplies Tmall Franchise Store Precision Marketing Strategy

With the maturity of the online retail industry and the constant updating of the promotion tools of the retail platform,the competition of the online sales platform is becoming increasingly fierce.As an industry in a period of rapid development,the pet industry has a good development prospect.The H pet products franchise store studied in this paper is affected by many factors,such as high operating costs,small orders,low brand awareness,etc.,and the sales volume of the store has declined seriously.As a representative of small and medium-sized sellers,H Pet Products franchise store urgently needs to understand user characteristics,implement precise marketing strategies,reduce operating costs and increase order volume.This paper takes H Pet Products Tmall franchise store as an example,analyzes the problems existing in the store based on the visit to the enterprise and the diagnosis of the store,and puts forward an accurate marketing strategy based on the user portrait of the store based on the STP theory and 4P marketing theory.First of all,the existing customers are divided into five categories by K-means clustering algorithm,and the order time,order location,and customer purchase preferences of each category are counted to provide technical support for establishing user classification and user profile.Secondly,based on user classification,propose precise marketing strategies for different types of users,including precise market positioning strategies,precise visual marketing strategies,precise advertising placement strategies,and precise customer relationship management strategies.Through research,this paper finds that: first,The distribution of customers in the store is uneven nationwide,and there is a significant difference in the time when customers purchase products.Through K-means clustering,it is concluded that the southern regions,provincial capitals and first-tier cities are the main customer gathering places of H Pet Products Store;There are differences in consumer preferences between urban and rural areas.Urban customers have a strong demand for pet care products,and rural areas pay more attention to basic pet drugs;The period from 18:00-22:00 every day is a period of relatively intensive orders.Second,the loss of customers in the store is relatively serious,and the customer loyalty is relatively low.The implementation of accurate hierarchical management based on customer value is a necessary measure to maintain customer relations.Third,the visual marketing design of the store needs to be improved.It should adjust the product picture in real time and optimize the visual marketing based on the product nature and user image.