The Research On Marketing Strategies Of Qixia Apples In The Internet Plus Era

Shandong Qixia is one of the well-known apple producing areas in China and even overseas, with the harvest of various kinds of apple such as Fuji apple, gala apple and organic apples. Qixia apple are well-known at home and abroad. Therefore Qixia is known as "apple up the city", awarded as the Capital of China apple and the Hometown of China apple. But in particular since the second half of 2014, because of the downfall of China and world economy, Qixia apple’s traditional sales channels are affected largely, and the apple prices also fall off sharply, almost falling by a quarter of the highest apple price. Apple growers suffer serious loss. How to promote the innovation of marketing channels, transform marketing model, update the marketing thinking has been as an important problem to be solved.With the widely application of the Internet information technology, especially in 2015 "promoting Internet + technology" was put forward for the first time in the government work report, internet marketing increasingly achieve the favour of consumer and producer,. Electricity giants such as taobao, jingdong quickly make plan to capture and make use of the rural market. The elements above provide an important opportunity for the development of Qixia apple. Closely relying on the Internet+technology, Qixia city has introduced several big projects of Ali group, jingdong and other well-known domestic third-party platform; recruit the rural partners on internet marketing, lead to launch electric business service center; attach importance to the e-commerce personnel training; speed up the introduction of logistics enterprise etc. These procedures have accelerated vigorous development of the Qixia apple network marketing. Many online specialized shops such as "Wangxiaoer Garden", "Newton Garden" have come to the fore; 16 professional websites as Qixia Apple website have been set up; more than 700 online shops are opened in the third-party trading board.However, there are also various problems which can’t be ignored in the sales. For example, different sales and quality standards, malicious competition between peers, poor brand advantage, and weakness of logistics service, etc. These reasons have affected the network marketing, which should be solved immediately. Through literatures, questionnaire and field surveys, this thesis gives a comprehensive observation of present situation of Qixia apple network marketing, and put forward the new way of thinking about the development of "Internet +Qixia apple".