摘要：随着互联网的迅速发展，一些食品企业开始利用网络营销开辟新天地。可是，食品企业要想在网络中站稳脚跟，比其他产品企业更困难，在这样的大环境下，研究一个食品企业的网络营销策略，对其他同类企业有着一定的实际意义。本文运用文献资料分析、亲身体验及与竞争者进行比较等方式，以21cake食品企业为例，分析了其在网络营销中出现的问题，结果发现其在官网设计、物流成本、客户体验度、网络促销、与社交平台的联系以及数字宣传等方面都存在不足。针对这些问题，本文为其提出了切实可行的网络营销对策，以帮助其更好地发展。

关键词：21cake 网络营销 竞争对手 营销策略

ABSTRACT:With the rapid development of the internet,some food companies started to use network marketing to open up a new world.However,compared with other companies,food company is more difficult to develop well under this environment.It is very meaningful to study the network marketing strategy and can be took example for other companies.This paper use the way of literature analysis,personal experience and comparison with other competitors.with the example of 21cake,i analyzed the problem showed in the network marketing,and finally find the deficiency in its design of official website,delivery cost,customer’s experience,network promotion,relation with social platform and digital publicity.Aiming at these problems,the paper has put forward the concrete and flexible suggestion to help its development.  

KEY WORDS:21 cake network marketing competitor marketing strategy