Research On The Network Marketing Strategy Of Shanxi Characteristic Agricultural Products

As the economic level and the development of information technology,the Internet economy become the present a boom,gradually has given rise to a new pattern of Internet-"Internet+",broke the conventional mode of Internet,produced a new type of e-commerce marketing industry,combined with all walks of life including traditional agriculture,pioneered the development of the "Internet +agriculture" new path.Although shanxi is not an important province in the traditional sense of agriculture,it has long been famous for its abundant characteristic agricultural products.Under the environment of Internet marketing,the characteristic agricultural products of shanxi have a good network environment,traffic environment and social policy environment,and have actively developed the network marketing strategy.Based on the related concepts and theoretical basis,combining with the current marketing internal environment and external environment of Shanxi Province as well as the characteristics of agricultural products marketing strategy,analyzes the current characteristics of Shanxi Province agricultural products marketing opportunities and threats,advantages and disadvantages of the current and the main problems and threats is not high degree of product standardization,infrastructure construction is not perfect logistics system is not sound professional talent shortage risk network environment similar competitive agricultural products and ecological environment is vulnerable,etc.Used the field investigation and questionnaire investigation,through to the Shanxi Province taiyuan jincheng changzhi,field investigation,analysis of consumer behavior research,the basic information of the consumers,understanding of the features of shanxi agricultural network buy and online purchase intention degree of satisfaction with the causes and existing problems,the questionnaire survey to obtain first-hand information and through data analysis,it is concluded that the consumer buys shanxi characteristic agricultural products mainly affected by age and gender on agricultural knowledge,people buy the network characteristics of agricultural products in shanxi’s main reason is that online shopping is convenient good quality packaging personality high value of nutrition Believe that the brand price is preferential,people think that the network to buy shanxi characteristics of agricultural products problems and shortcomings from the main to the secondary are:quality can not guarantee that can not be delivered on time,Packaging unattractive after-sales service price is not affordable offline purchase safe way of buying a single through the typical cases of characteristic agricultural products marketing strategy analysis in combination with the practical situation of the current marketing in Shanxi Province,summed up the development of characteristic agricultural products in shanxi Internet marketing strategy,characteristic agricultural product network marketing for Shanxi Province to provide reference in the end,through analysis of consumer behavior research,and case analysis,choice of shanxi characteristic agricultural product network marketing strategy and countermeasures and Suggestions,such as product price channel promotion strategy of detailed Suggestions for improvement,hope the characteristics of shanxi agricultural economy is getting better and better.