摘要
场景营销是依托于移动互联技术诞生的全新营销策略。饲料企业实施场景营销时间尚短,缺乏相关的管理和运营经验。通过分析场景营销的内涵及其对饲料行业产品营销的重要性,可以帮助饲料企业了解和探寻全新的营销方向。饲料企业在开展场景营销过程中尚存在一定的问题,如场景内容同质化、场景建构较为单一、场景营销策略吸引力较低,以及场景营销数据利用率不足等问题。建议饲料企业从创新多元化场景内容、建构沉浸式消费场景、整合“社群营销+场景营销”策略和实施精准数据分析等途径入手,以提升场景营销的实效性。
Contextual marketing is a new marketing strategy which was born based on mobile Internet technology.Feed enterprises have just implemented contextual marketing strategy for a few time and lack relevant management and operation experience.By analyzing the connotation of contextual marketing and its importance to product marketing in the feed industry,it is able to help feed enterprises understand and explore new marketing directions.There are still certain problems in the process of carrying out contextual marketing for feed enterprises,such as homogeneity of context content,relatively simple context construction,low attractiveness of contextual marketing strategies,and insufficient utilization of contextual marketing data.It is recommended that feed enterprises start from the following ways to improve the effectiveness of contextual marketing,including innovating diversified context content,constructing immersive consumption contextuals,integrating“community marketing+contextual marketing”strategies and implementing accurate data analysis.
作者
赵芳
董水生
孙斯亮
ZHAO Fang;DONG Shuisheng;SUN Siliang(Tangshan Party School of CPC,Tangshan,Hebei Province 063000,China;Langfang Yanjing Vocational Technical College,Langfang,Hebei Province 065200,China;Sifang College,Shijiazhuang Tiedao University,Shijiazhuang,Hebei Province 051132,China)
出处
《中国饲料》
北大核心
2023年第6期109-112,共4页
China Feed
关键词
场景营销
饲料行业
产品营销
短视频平台
contextual marketing
feed industry
product marketing
short video platform
