Research On Mobile Internet Marketing Of Fresh Agricultural Products In Xinxiang H Supermarket

With the continuous progress of mobile Internet technology,mobile e-commerce has developed rapidly.According to the open data of Erie Consulting,the scale of China's mobile e-commerce transactions from 2016 to 2018 is 3.3 trillion yuan,4.2 trillion yuan and 5.0 trillion yuan,respectively.In 2015,the proportion of PC-side in e-commerce transactions was exceeded by mobile-side for the first time,marking the beginning of the era of mobile e-commerce.H Supermarket is a traditional retail supermarket in China.In order to cope with the competition of major e-commerce and attract the sustained attention of consumers,it also carries out the mobile internet marketing business of fresh agricultural products.H Supermarket accesses consumers three kilometers around the supermarket through self-developed H-Living APP and Wechat widgets,providing the purchase,distribution and after-sale services of fresh agricultural products and other commodities.Xinxiang H Supermarket is a chain supermarket set up by H Supermarket in Xinxiang.What difficulties do they encounter in developing the mobile internet marketing business of fresh agricultural products? How to improve the sales of fresh agricultural products in mobile e-commerce has become an urgent problem for the managers of Xinxiang H Supermarket.Based on this,firstly,through literature analysis,this paper analyses the current research situation of traditional marketing,network marketing and mobile internet marketing of agricultural products at home and abroad,which provides research basis and ideas for the study.Secondly,it clarifies the characteristics of mobile Internet consumer groups,takes AISAS consumer behavior analysis model as the theoretical basis,designs a consumer questionnaire by using AISAS model,and describes the current situation of mobile internet marketing of fresh agricultural products in Xinxiang H Supermarket from five stages of AISAS: attracting attention,arousing interest,initiative search,action,diffusion and sharing.The mobile internet marketing business of fresh agricultural products in Xinxiang H Supermarket has some problems,such as low awareness of business,limited interest of consumers,poor sharing habits and reputation of consumers,insufficient types of fresh agricultural products on-line and low conversion rate of off-line customers.Finally,in view of the existing problems,this paper puts forward the Countermeasures of mobile internet marketing of fresh agricultural products in Xinxiang H Supermarket,including: increasing publicity,cultivating consumer interest,cultivating consumer sharing habits and word-of-mouth,excavating fresh agricultural products suitable for mobile Internet marketing,promoting the coordinated development of online and offline channels,and suggests that enterprises should promote food safety and mobile Internet marketing.Talents,logistics distribution and after-sales service are guaranteed in order to improve the income of fresh agricultural products mobile internet marketing business in Xinxiang H Supermarket.