STP战略模式下饲料产品直播营销策略的研究

Research on the live broadcast marketing strategy of feed products under the STP strategic model

国内新型冠状病毒感染期间,网络消费者的数量大幅上升,直播营销逐渐成为各大企业产品的新销售模式,为产品营销开辟了新路径。为了提升产品营销模式的科学性、合理性、多样性、高效性、专业性、针对性,本文引入STP战略[Segmenting(市场细分)、Targeting(目标市场)、Positioning(市场定位)]营销理念与战略模式,在分析产业现状、发展和产品营销模式的基础上提出了网络直播营销创新模式的必要性,从细化市场、确定目标市场、市场定位的STP战略模式角度上对饲料产品的直播营销策略进行系统性分析与优化,突破传统的产品营销模式,为产业发展提供了良好的理论与实践依据。

During the period of the epidemic in China,the number of online consumers showed a significant rising trend,and live marketing gradually became a new sales mode for the products of major enterprises,opening up a new way for the marketing of products of enterprises.In order to improve the scientific,rationality,diversity,efficiency,professionalism and pertinency of product marketing mode,this paper introduces STP(Segmenting、Targeting、Positioning)marketing concept and strategic mode.Based on the analysis of industry status quo,development and product marketing mode,it puts forward the necessity of network broadcast marketing innovation mode.From the perspective of STP strategy model of market refinement,target market determination and market positioning,the live broadcast marketing strategy of feed products is systematically analyzed and optimized,which breaks through the traditional product marketing mode and provides a good theoretical and practical basis for the development of feed industry.