Research On Optimization Of Digital Marketing Strategy Of SL Tire Company

With the rapid development of information technology and the update and iteration of digital technology,the "consumption dividend" of traditional business tends to fade and disappear.The current era is an era of "digital intelligence innovation",and digitalization is the trend of the development of The Times.Tire is a practical industrial product,generally through the "manufacturer-wholesaler-retailer-car owner" mode of product marketing.In the stage of new economic development,tire enterprises have high production capacity and serious product homogeneity,and fall into sales difficulties.Some leading enterprises turn to the establishment of digital marketing teams,market supply and demand,enterprise competitive advantage mining,actively carry out self-rescue.In the post-epidemic era,digital marketing has the advantages of precision and high efficiency,which is an important choice for enterprises to achieve long-term development.SL Tire company is located in Shandong Province,as a dominant industry,with the help of industry resources,determine the development goal of establishing high-end brands,but the company’s short development time,low brand awareness rate,difficult to quickly open the sales market,expand the market scale,it is difficult to achieve the goal of establishing a brand,digital marketing for enterprise development brings new opportunities.This paper takes the optimization of digital marketing strategy of SL tire company as the research object,using the case analysis and marketing management related theories and methods,the marketing status,problems and optimization strategies of SL tire company are studied.First of all,the concept of digital marketing,characteristics,methods and technical support,value and other theories are elaborated,digital marketing has formed an overall understanding.Secondly,based on the actual situation and marketing data of SL tire company,the implementation status of digital transaction mode,network market,sales and digital transaction of SL tire company is analyzed,and compared with the digital marketing strategy of the same industry,the existing problems of digital marketing strategy of SL tire company are obtained.Thirdly,PEST analysis and Porter’s Five Forces analysis model are adopted to analyze the network marketing environment and industry environment of SL tire company,and the SL tire company is taken as the research object,SWOT analysis is adopted to study the advantages and disadvantages of the company’s digital marketing,opportunities and threats of the external environment,and the direction that the digital marketing strategy of SL tire company can be used for reference.Finally,Based on digital marketing,Internet marketing and other theories,such as 4P marketing mix theory and big data marketing theory,determine the digital marketing optimization strategy of SL tire company.In addition,in order to promote SL tire company to implement the digital marketing strategy in accordance with the plan,safeguard measures are formulated for the problems existing in the strategy.This paper studies the implementation of digital marketing strategy in tire enterprises,which is conducive to improving the theory of enterprise digital marketing.At the same time,it analyzes the problems in enterprise digital marketing and puts forward suggestions for improvement,in order to provide reference for tire enterprises to grasp the opportunities of digital development and achieve breakthrough development in the era of digital economy.