Research On FUGANG Apple's Internet Marketing Strategy

The rapid development,popularization and perfection of the Internet,especially the mobile Internet,have brought great opportunities and challenges to the development and transformation of traditional industries.The deep integration of agricultural enterprises and Internet thinking technology will help to break the original industry bondage and become a new growth point of the industry.In this study,the most famous agricultural brand in Hebei Province-"Fugang Apple" as a sample,to study its Internet marketing issues.This paper puts forward the new model of "FuGang Apple" sales under the environment of "Internet +",and puts forward the model of O2 O,Direct supply B2 B and precise micro letter,which provides reference for the "Fugang Apple" marketing model and transformation under the "Internet +" scenario The Will help promote the process of interconnection of agricultural products industry,so as to promote the reform of agricultural supply side.In addition,this study will enrich the case of agricultural brands and empirical research results.In this paper,the thesis is divided into five parts.The first chapter introduces the background and significance of the paper.The research and development of the subject at home and abroad are discussed,and the research methods of the paper are also described.The second chapter analyzes the basic theory of agricultural marketing.Including the Internet marketing model and strategic analysis.The third chapter analyzes the present situation of "Fugang Apple",analyzes the operation mode,management mode and marketing mode,finds its advantages and finds out the deficiency,and then through the use of theoretical knowledge,it is the "Fugang Apple" Internet marketing Strategy to lay the foundation.The fourth chapter analyzes and analyzes the strategy of Internet marketing of "Fugang Apple".First,the macroeconomic analysis.Second,the competitor analysis.Again,consumer market analysis and market segmentation.Finally,SWOT matrix and analysis.And finally determine the "Fugang Apple" Internet marketing strategy.The fifth chapter studies the Internet marketing strategy of "Fugang Apple".Focus on two aspects to start,on the one hand reflected in the choice of Internet marketing model.On the other hand is reflected in the implementation of specific measures.