Analysis of the Impact of Online Advertising Strategy on Convenience Food Consumers' Purchasing Behavior

Abstract

In recent years, with the continuous expansion of the convenience food market in China, as well as the characteristics and sales characteristics of its products and the suitability of online advertising, scholars have paid more attention to and studied how to attract consumers to purchase products through unique online advertising styles, content and delivery channels. In order to cope with consumer consumption upgrades and break through product homogenization. In this paper, the author summarizes the three characteristics of online advertising, strong interactivity, diverse forms and personalization, and classifies online advertising according to different release channels of online advertising, so as to explain the important role that online advertising can play in convenience food marketing, and analyze the most suitable types of online advertising and advertising characteristics for convenience food marketing. The author uses the literature survey method and case analysis method to analyze and evaluate the current situation of convenience food online advertising, and there are many problems in China's convenience food online advertising and marketing at this stage, such as false advertising content, plagiarism, imitation, and excessive similarity. The author draws inspiration by analyzing excellent marketing cases, gives examples, summarizes the content that should be improved in convenience food online advertising, and gives suggestions on online advertising strategies to promote convenience food sales. This includes a focus on social media, brand positioning, and a focus on sensitive issues.