A Study Of ANCHU's Marketing Strategy

Recently,electronic commerce sites are seen by the government as a useful way to help sell agriculture products in cities.As the market is growing at a rapid pace,e-commerce sites of agriculture products are facing sentisfying competition.A suitable marketing strategy is rather important for a e-commerce site of agriculture products to survive.With theories from strategy management and marketing,this paper analyses ANCHU's marketing strategy.It analyses ANCHU's external marketing environment and internal strength and weakness by PEST Analysis?SWOT Analysis and questionnaries method.ANCHU has its advantages in its brand and palce strategis,weakness in advertising and threats from intensifying homogeneous competition.A survey with a sample of 251 random selected netizen shows that convenience and cheapness come first when people considering bying agriculture products online.Abourt 40 percent of the people investigated know about ANCHU,and ANCHU has a relative high brand loyalty.With the segmention of ANCHU's targeted market and 4P theory,the paper gives the suitable marketing strategies for ANCHU.ANCHU should target yong people as its main custmors who value more on the quality of agriculture products when purchasing online.ANCHU should make itself as a new e-commerce site which provide high quality and safe agriculture products for families.As to the 4Ps strategy,ANCHU should have a better combination of deep products and wide products in Product strategy,raletively high price for deep products and let wide products be more competitable in price in Price strategy,cooperate with other e-commerce sites and combine online and offline channels in Place strategy,have brand building consitantly,advertise aimed at targeted people and hold activities offline in Promotion strategy.