Research On Network Marketing Strategy Of Yan-Ling Huang-Tao

Yan-ling Huang-tao is a special agricultural product protected by the national geographical indication commodity in Zhu-zhou.It is well-known for its agricultural products market with the characteristics of“靓,crisp,fragrant,sweet" and is known as "Tian-shang Xian-Tao,Yan-ling Huang-Tao".Faced with the increasingly fierce market competition,there are some problems in the marketing of Yan-ling Huang-Tao in Zhu-zhou,especially the network marketing strategy.Based on this,this paper is based on 6Ps marketing theory for the marketing of Yan-ling Huang-Tao.The strategy proposes a solution to make Yan-ling Huang-Tao a brand of agricultural products with characteristic benefits in Zhu-zhou,enabling it to occupy more market share in the agricultural product market.Firstly,this paper reviews the current domestic and international research status of agricultural product network marketing,and defines the concepts of characteristic agricultural products,network marketing and marketing strategies used in this study.Before analyzing the status,the 4Ps involved in this paper are proposed.The theoretical basis of marketing theory,6Ps marketing theory,network relationship marketing theory,consumer behavior theory,etc.,lays a theoretical foundation for the subsequent research and analysis of this paper.Secondly,in order to understand the current strategy of Yan-ling Huang-Tao on terms of network marketing strategy in Zhu-zhou,understand the general situation of Yan-ling Huang-Tao and the four strategies based on 4Ps theory from its products,prices,distribution and promotion in Zhu-zhou.After in-depth analysis,the results show that Yan-ling Huang-Tao still lacks attention to product product standardization in product strategy;it is too monotonous in pricing strategy;it needs to be further improved in channel strategy;in terms of promotion strategy The performance is lack of network marketing talent.Therefore,this paper uses empirical research methods to obtain first-hand data through questionnaires,and finds the influencing factors of Yan-ling Huang-Tao network marketing strategy on consumers’ post-purchase behavior.The empirical process is based on 6Ps marketing theory and selects 6 network marketing.The strategic factors make assumptions,using SPSS 22.0 to test the relationship between network marketing strategy and consumer post-purchase behavior.The research results show that product strategy,pricing strategy,channel strategy,promotion strategy,power strategy,The six major strategies,such as public relations strategy,have a significant positive impact on consumer post-purchase behavior.Therefore,this paper believes that the marketing strategy of Yan-ling Huang-Tao should be further optimized from six aspects:First,the product strategy of Yan-ling Huang-Tao Network Marketing mainly focuses on strengthening the standardization of products,ensuring product quality and safety,and formulating product strategies for diversity.Second,the pricing strategy of Yan-ling Huang-Tao network marketing mainly includes adopting penetration pricing strategy,rouge pricing strategy and split pricing strategy.Third,the channel strategy of Yan-ling Huang-Tao network marketing can mainly use a variety of Internet means for marketing.Adopting the marketing mode of "special agricultural products+visual agriculture",rationally designing marketing websites,and perfecting the logistics distribution system;Fourth,the promotion strategy of Yan-ling Huang-Tao network marketing should focus on the training and introduction of marketing talents,and participate in various third-party platforms.Promotional activities,experiential marketing strategies combining online and offline;Fifth,it is to improve the construction of government public services;Sixth,it is to strengthen the maintenance of public relations.