Research On Network Marketing Strategy Of Creative Agriculture In Gansu Province

With the continuous development of the national economy and the continuous increase in the income of residents,consumer demand for creative industries has begun to appear and continues to rise.As an emerging mode of agricultural development,creative agriculture can not only meet the growing market cultural needs,improve people's living standards,but also promote rural economic development and increase farmers' income.Internet marketing is a new marketing model that accompanies the rapid development of the Internet.Compared with traditional marketing,online marketing makes full use of the Internet to conduct marketing activities.As one of the earliest agricultural origins in China,Gansu Province has a natural material foundation and advantages in the development of creative agriculture.In addition,in the context of "Internet+",the research on agricultural marketing strategies for agricultural enterprises based on consumer behavior has been carried out in Gansu Province.The future development of provincial creative agriculture is of great significance.Judging from the current situation,creative agriculture in Gansu Province has advantages in terms of agricultural development,agricultural resources,tourism development and talents,and has formed four types of creative agriculture.However,there are some problems in the network marketing of creative agriculture in Gansu Province,such as low degree of branding of creative agriculture,low utilization rate of online marketing platform,high perceived risk of consumers,and low interaction between creative agribusiness and consumers.This research is conducted from the perspective of the company.Based on the review of domestic and foreign literature,the concept of creative agriculture and network marketing is briefly described.Based on the theory of online marketing integration and the AISAS model of consumer behavior,the "AISAS model" was selected to design a questionnaire survey on online consumer behavior of creative agriculture in Gansu Province.The consumer was in A(attention stage)I(stage of interest).The information of the influencing factors of S(search phase)A(purchase phase)S(sharing phase)is collected,and the collected information is statistically analyzed,from strengthening the brand building,stimulating consumer interest,and improving the utilization rate of the marketing platform.Efforts have been made to improve the online transaction security and increase the interaction between creative agribusiness and consumers.