鑫橙果业脐橙新媒体营销策略分析

ABSTRACTABSTRACTWith the rapid development of science and technology,new media marketingis also evolving,showing the characteristics of diversification.Therefore,howto gain advantages in the new media environment,win the trust of consumers,improve customer conversion rate and increase sales share has become animportant challenge in the current marketing work.Therefore,it is of greatpractical significance to discuss the navel orange new media marketing strategyin this paper.This paper aims to explore the current situation of navel orange new mediamarketing in Xin Orange fruit industry,and put forward some relevant questions.After analysis,the existence of new media marketing of navel orange of XinOrange Fruit industry is as follows:Problems such as low quality productconversion rate,lack of professional marketing personnel,imperfect publicityand brand promotion,inadequate publicity of new media marketing mode ofagricultural products,scattered sales channels,insufficient integration degree ofbig data and resources,etc.Through SWOT analysis,this paper analyzes indetail the advantages,disadvantages,opportunities and threats of new mediamarketing of navel orange in Xinorange industry,and uses the marketing mixtheory.Combined with the new media era and the characteristics of navel orangeof Xin Orange industry,a series of optimization strategies are proposed toimprove the quality of new media marketing of navel orange of Xin Orangeindustry.Specifically,in terms of brand strategy,new media marketing brand isauthorized to promote;In the talent strategy,strengthen the talent training,improve the ability of marketing team;And improve the efficiency of marketingchannels,in order to achieve better marketing effect;Strengthen talentcultivation and carry out local training to enhance talent capacity;In order toimprove the market competitiveness of navel orange in Xin orange industry,thepublicity strategy should focus on the promotion activities in the market training