Optimization of dairy products network marketing strategy under the background of"Internet+"——Based on the 4R marketing theory
With the changes in lifestyle and consumption habits,the consumption demand for dairy products in China's urban and rural residents is growing,and the great advantages of network resources in dairy marketing have gradually come to the fore.Using the 4R marketing theory,this paper analyzes the current situation and problems of dairy network marketing in China under the background of"Internet+",and proposes that dairy enterprises can use the 4R marketing theory for planning when carrying out network marketing:In terms of reaction,through market segmentation,implement differentiated marketing strategies;In terms of association,emphasize on experience marketing,create association with consumers;In terms of relationship,broaden marketing channels,stabilize the connection with consumers;In terms of return,innovate strategic layout,obtain return,and finally form a set of marketing strategies adapted to their own enterprises.
Internet+DairyOnline marketingStrategy optimization4R marketing theory
国家科技期刊平台
NSTL
万方数据
