随着我国数字经济的快速发展，新产业、新业态、新模式不断涌现并快速发展。随着我国经济水平的攀升，居民消费水平不断提升，当前我国也已经进入新消费时代。在此背景下，“网红经济”以一种全新的经济模式，对当下人们生活中的各个方面产生了巨大的影响。在网红经济下，网红产品可以迅速进入目标市场。钟薛高有限公司正是网红食品企业中的典型代表，其凭借独特的营销方式，迅速进入冰淇淋行业，用极短的时间建立起品牌知名度，受到广大消费者以及同业的关注。

本文以钟薛高有限公司冰淇淋产品的营销策略为研究对象。首先，介绍钟薛高公司的基本情况，并分析其产品所面临的营销环境，主要分析钟薛高所面临的宏观环境、行业的市场情况、行业竞争情况以及钟薛高的外部机会与威胁和内部优势与劣势。其次，通过问卷调查法结合4P营销理论对钟薛高有限公司冰淇淋产品的营销现状分别进行描述性分析与量化分析，并结合NPS净推荐值分析，总结归纳钟薛高有限公司在营销策略上所具备的优势以及存在的问题。然后，结合4P营销理论以及前文的研究，提出针对钟薛高公司的营销策略优化建议。分别是：在产品营销方面提升产品品质，丰富产品矩阵，研发口味独特的产品；在价格方面，差别化定价，调整价格梯度；在渠道方面，优化渠道匹配，拓展线下渠道，提升全渠道的便利度与服务；在促销方面，增加线下广告，线上广告多元化，强化社群营销、建立品牌IP以及依据季节侧重广告投放地区。最后，制定出相应的保障措施，以保障优化策略能够有效实施。

With the rapid development of China's digital economy, new industries, new business models and new modes are emerging and developing rapidly. With the rise of China's economic level and the improvement of residents' consumption level, China has also entered a new era of consumption. In this context, the "net popularity economy" has had a huge impact on various aspects of people's lives in a new economic model. Under the net popularity economy, internet-famous products can quickly enter the target market. Chicecream Co., Ltd. is a typical representative of internet celebrity food enterprises. With its unique marketing approach, it quickly entered the ice cream industry and established brand awareness in a very short period of time, attracting the attention of consumers and peers.

This paper takes the marketing strategy of Chicecream Co., Ltd.'s ice cream products as the research object. Firstly, we introduce the basic situation of Chicecream Company and analyze the marketing environment of its products, mainly analyzing the macro environment, the market situation of industry, the industry competition, external opportunities and threats, as well as internal advantages and disadvantages of Chicecream. Secondly, descriptive and quantitative analysis were conducted on the marketing status of Chicecream Co., Ltd.'s ice cream products through questionnaire survey combined with 4P marketing theory. Combined with NPS net recommendation value analysis, the advantages and problems of Chicecream Co., Ltd.Then, based on the 4P marketing theory and previous research, propose optimization suggestions for marketing strategies for Chicecream Company.In terms of product marketing, improve product quality in product marketing, enrich product matrix, and develop products with unique flavors;In terms of pricing, differentiate pricing and adjust price gradients; In terms of place,optimize channel matching, expand offline channels, and enhance the convenience and service of all channels；In terms of promotion,  increase offline advertising, diversify online advertising, strengthen community marketing, build brand IP and focus on advertising areas according to seasons. Finally, corresponding safeguard measures are formulated to ensure the effective implementation of the optimization strategy.