Research On The Smart Marketing Strategy Of X Company’s Snack Food

With the continuous growth of per capita disposable income in China,people’s enthusiasm for snack food consumption is increasing,and snack food consumption is increasing year by year.The huge market potential not only brings rare development opportunities to the industry,but also puts forward a series of tests for the enterprises.On the one hand,consumer demand,consumption scenarios,channels,etc.are becoming increasingly diversified;On the other hand,the intensity of market competition continues to intensify.Under such background,the enterprises take marketing as the key to build the competitive advantage of enterprises,and actively try to use new technologies and new forms to carry out smart marketing and improve the quality and efficiency of marketing.However,due to the limitation of ideas and methods,many enterprises ’marketing activities are not effective,and the new marketing mode fails to bring about the growth of performance.In this paper,X company as the research object,a typical snack food enterprises in the process of smart marketing problems and specific strategic recommendations for analysis.Firstly,the research content and theoretical basis are clarified by combing and summarizing the relevant theoretical results of smart marketing and food marketing.Secondly,through access to information,field visits and other ways to understand the X company’s internal and external marketing environment and the status of smart marketing,analysis of its problems in smart marketing,through the PEST model analysis of the macro environment,through SWOT tools to analyze the company’s internal and external competitive environment and conditions,and finally combined with 4D smart marketing theory to seek X company smart marketing strategy options,clear implementation of the strategy safeguards.Through the research and analysis,this paper puts forward some suggestions on the optimization of X company’s smart marketing strategy:Focusing on user needs,the company should have a deep insight into consumer needs,accurately adapt to the differentiated and personalized needs of target consumer groups,create demand through product innovation,stimulate consumer demand through marketing activities,and guide consumption.In terms of strengthening data service decision-making,it is necessary to gradually improve its own data management capability,continuously expand data collection channels,expand data application scenarios and improve data application level in combination with the actual situation of the company.In the aspect of enriching the connotation of value transmission,the company should implement brand upgrading plan,enhance brand image value,strengthen product value design,optimize value transmission content,integrate value transmission channels,and transmit value to customers efficiently,quickly and comprehensively.In terms of expanding dynamic communication methods,the company should accurately select content promotion platforms and scenarios,push information more widely,actively use KOL and KOC to carry out word-of-mouth marketing,construct diversified communication scenarios,and effectively communicate and interact with consumers.