Research On Online Marketing Strategy Of Fresh Agricultural Products Based On Consumer Preference

With the transformation of people's consumption concepts and lifestyles,the physical sales channels of fresh agricultural products cannot fully meet the increasingly diversified preferences and needs of consumers.The "Internet plus" innovative sales model of fresh agricultural products not only solve the traditional problems of extensive circulation links,poor production planning of farmers and high loss rate,but urge more and more consumers to choose online exchange for its advantages of diversified products,superior logistics and efficient services.The fresh produce e-commence presents a tendency of rapid development.E-commence creates possible chances and conditions for many innovative sales methods of fresh agricultural products to put into practice.Now there are two "mainstream" approaches to by fresh agricultural products online:spot sale strategy and pre-sale strategy.Based on the particularity of e-commence and the shift of online consumers' preferences,parameters such as cost and sales programs generated in the online sales model of fresh agricultural products may change compared with physical sales model.What's more,the requirements,profits and costs of spot sale model(hand-to-mouth buying)and C2B pre-sale model(determine production in accordance with the sale)adopted by retailers are different.Therefore,when fresh produce e-commence choose the network sales strategy,it is urgent for them to analyze the different preferences of consumers and do a good job in prizing,selling and inventory management of online channels.This thesis first discusses about the optimal pricing and ordering decision of retailers under the strategy of spot sale.Then,it constructs a consumer time-varying function influenced by the value of fresh agricultural products based on fresh agricultural products' lifecycle characteristic and consumers' value and time preferences.And builds a lossless controlled single-cyclical inventory model according to classic inventory theory to determine the optimal ordering cycle and order quantity of retailers.Next,it discusses the related decisions of fresh produce e-commence in the model of advance sale.Based on the waiting sensibility of consumers,it constructs a market demand function influenced by both prices and waiting costs to study about the optimal pricing and optimal pre-sale cycle decision of retailers under the profit maximization.Then,this paper compares and analyzes the profitability of these two online sales model.Finally,examples are used to analyze the effect of correlative parametric variables on price,ordering cycle and retail profits.This research has some reference significance for the fresh produce e-commence to make online operation decisions.The research indicates that:(1)In the model of spot sale,the order quantity presents an increasing trend with respect of ordering cycle.The ordering cycle is prolonged,the order quantity is large,the ordering cycle is shortened,the order quantity is small;when the ordering cycle is too long,the inventory cost will dramatically increase and the retail profit will decrease;(2)In the single spot sale model,the faster consumers perceive the decline of the value of fresh agricultural products,the lower the online sales price,and the ordering cycle will be shortened;in the model of advance sale,the more sensitive consumers are to the waiting time,the lower the price,and the pre-sale cycle will be shortened;(3)A critical value of the same profit margin can be got when compare spot sale strategy and pre-sale strategy.When the inventory cost is greater than the critical value,the spot sales margin is lower than pre-sale margin;when the inventory cost is less than the critical value,the pre-sale margin is lower than spot sales margin.Compared with the strategy of spot sale,the biggest advantage of pre-sale strategy is the zero inventory cost.When the purchase cost increased by pre-sale is less than the reduced cost,the spot sales profit margin must be less than pre-sale profit margin.