Positioning a single quantum emitter in the vicinity of a plasmonic antenna is a fundamental step in constructing a coupling system for quantum information applications. In the strong-coupling regime, optical forces beyond perturbative Rayleigh gradient forces are dominant in positioning and trapping the quantum emitter but are rarely explored by including the electronic contribution of the quantum emitter. Here we study the optical forces induced by the strong exciton-plasmon coupling between a single quantum dot and a plasmonic nanoantenna. Interestingly, both attractive and repulsive optical forces can be generated, which are fully controllable and tunable by engineering both excitons and plasmons.