Research On Leisure Food Scene Marketing Strategy Of H Company

With the rapid development of mobile Internet technology,the traditional enterprise-led production-oriented marketing model Has become the past,and the customer-led market-oriented business model is rising.As a new marketing model to stimulate customer demand and stimulate customer desire to buy as the main line,scene marketing is more and more favored by various companies.As a national-level key leading enterprise engaged in agricultural industrialization of Healthy food such as dried jujube fruits,H Company faces a series of major problems in the fierce market competition,such as relatively single marketing model,lack of marketing personalization,lack of product differentiation,and insufficient attractiveness of marketing channels.The application of scene marketing model can effectively solve the problems faced by H company.This article first introduces the basic concepts,constituent elements,application dimensions,and application value of scenario marketing,as well as two commonly used scenario marketing analysis theories.Secondly,using the PEST model of the macro environment,the Five Forces model of the industry environment,and an analysis of the strengths and weaknesses of the enterprise itself,targeted research and discussion are conducted on the internal and external environment of H Company’s implementation of scenario marketing activities;Through a questionnaire survey of H Company’s leisure food customers,the current situation of H Company’s leisure food scene marketing was analyzed from five aspects: marketing scenarios,channel scenarios,content scenarios,brand scenarios,and scene marketing services.Third,analyze and discuss the series of problems objectively existing in the current scene marketing work of H Company,such as unreasonable scene classification,unsatisfactory effect of scene Marketing channel,low quality of scene content,insignificant brand value of scene marketing,and weak service awareness of the whole process of scene marketing.Fourthly,based on the analysis above,a series of implementation and improvement plans for constructing user scenarios,channel scenarios,content scenarios,brand scenarios,and service scenarios in H Company’s scenario marketing strategy will be studied.Finally,propose the talent guarantee,financial guarantee,institutional guarantee,organizational system guarantee,and technical guarantee for the implementation of H Company’s leisure food scene marketing plan.Based on the research of this paper,various problems faced by H company’s scene marketing are analyzed in depth,and implementation countermeasures are put forward from five dimensions of user scene construction,channel scene construction,content scene construction,brand scene construction and service scene construction,so as to improve the safeguard measures of talents,capital,system,organization and technology for the implementation of scene marketing.It is believed that the relevant modes and methods of scene marketing can Help H company close the distance with customers,arouse the resonance of customers,stimulate customers’ purchase desire,and then boost the effect of scene marketing of H company and improve the sales performance of scene marketing.In the future,in the increasingly incandescent market competition,H Company will surely create its own brand characteristics and influence,improve customer stickiness and expand market share.The research of this paper is conducive to the enrichment and expansion of the application field and content of scene marketing research,and also conducive to the development of scene marketing mode enabling snack food industry.