Research On Network Marketing Of Zengcheng Litchi

Zengcheng district is located in the east of Guangzhou City,is the famous land of litchi.Litchi,as the local agricultural leading industry,has a long history of planting and a broad market prospect.However,only rely on the traditional mode of sales of agricultural products from farmers,often face the harvest of good products but wistfully bought goods in the embarrassing situation.The disadvantages of traditional agricultural products marketing mode are increasingly revealed.On the one hand,they cannot cope with the fierce market competition,and on the other hand,they cannot satisfy the demand of the market for the top lychee.With the widespread application of Internet technology,Internet marketing emerges as the times require.Jingdong,Taobao and other online shopping platforms are thrived.Their convenience,convenience and multiple choices drive online shopping to become the most popular shopping mode nowadays.How targeted Zengcheng litchi to carry out network marketing,to make full use of modern means of this advantage to promote the development of Zengcheng litchi industry,to adapt to the rapid development of the information era and meet the distant customers "homes can also eat lychee in Zengcheng" wish is our urgent problem.Based on this,this paper carried out research on litchi network marketing platform on the Internet,its purpose is to help solve the difficult problem of the sale of Litchi in Zengcheng appeared in the sales process,achieve the increasing income of farmers and the healthy development of Zengcheng litchi industry;also at the agricultural product network marketing practice is helpful to Zengcheng and other areas.In order to Zengcheng and other areas of many similar agricultural products marketing network has practical significance.In research methods,this paper adopts the method of theoretical analysis,through the literature and the literature summarize and distinguish the characteristics of network marketing concept and the network marketing of fresh agricultural products;with the help of the research problems to explain the product differentiation theory,brand value theory and the theory of economy of scale;finally the domestic and foreign agricultural products network marketing research and review.Secondly,the method of empirical study is used to analyze the network marketing of Litchi in Zengcheng.It includes literature review,field investigation and case analysis.First,by referring to other scholars' Empirical Research on lichee and other agricultural products online marketing,this paper analyzes the current situation and existing problems of Litchi in Zengcheng.Second,through field investigation,visit research and other forms to understand the marketing mode and sales price of Litchi in Zengcheng.Third,by drawing on the two successful agricultural products marketing methods of the navel orange in South Jiangxi and the ginseng of South Korea,this paper puts forward some suggestions on the status of Zengcheng litchi.In the content structure,the article is mainly divided into four parts: one is to litchi in Zengcheng as an example,describes the features of Zengcheng litchi cultivation,production situation and distribution channels;two is through the SWOT analysis of Zengcheng Litchi Litchi in Zengcheng and puts forward the network marketing network marketing strategy;three other agricultural network marketing success stories,providing a reference for Zengcheng litchi marketing;four is for the Zengcheng litchi situation puts forward some specific countermeasures.After in-depth research,we concluded the following conclusion: Zengcheng litchi itself has advantages in terms of natural conditions,brand culture and varieties,so we need to give full play to its advantages and build Zengcheng Lichee brand through online marketing.Specifically,we can improve Zengcheng litchi from three aspects: brand and product strategy,online channel and logistics channel,price and promotion strategy,and achieve the healthy development of Zengcheng litchi.