Research On Marketing Strategy Of YL Organic Food E-commerce Platform

In the past ten years,China's economy has developed rapidly,the annual per capita GDP has risen sharply,and residents' income has continued to increase.With the rapid economic development,the people of our country have higher requirements on the health of consumers in the growing material and cultural life,and organic food has become the object of choice for many consumers.In 2015,the State Council issued the "Guiding Opinions on Actively Promoting the" Internet + "Action".In this document,the state emphasized the need to promote 11 key actions including entrepreneurship,innovation,and modern agriculture.The Guiding Opinions on Accelerating the Development of Rural Electronic Commerce was issued.Under the guidance of policies,many agricultural e-commerce platforms have sprung up.YL is a leading organic agricultural company in S province.Following the trend of the times,YL has also shifted its business from traditional organic agricultural export to e-commerce and established a YL organic food e-commerce platform.This article is aimed at YL organic food electricity.On the marketing strategy of a commercial platform.First,this book sorts out relevant theories and academic history of domestic and foreign research on organic e-commerce platforms and combines the author's understanding of related theories to lay the theoretical foundation for this research.Secondly,I use SWOT theory to analyze the competitiveness of the YL organic food e-commerce platform.The author believes that the YL organic food e-commerce platform has five advantages such as sufficient organic food sources and experience in developing international sources;the quality of purchased products is uneven,and it faces pressure from Taobao and other e-commerce platforms in the competition.It's a disadvantage;the opportunity is that in recent years,the country and the provinces and cities where the YL platform is located have issued a large number of policies to support food e-commerce.Investment in this industry has policy advantages.People'spreference for organic food is also an opportunity for development;the threat is mainly because the organic market is already a red sea,and a large number of head companies are participating in the competition.Based on the above analysis,the author uses the STP strategy to position the YL organic food e-commerce platform as “a high-end,affordable organic food sales platform that has both self-employed and imported,and has a large number of third-party merchants”,and recommends that the YL organic food e-commerce platform be targeted at First-tier urban families,aged 26-55,with elderly and children in their homes,are marketing.The author also used the 4P strategy to analyze the marketing strategy of the YL organic food e-commerce platform.The author believes that the platform should be positioned as a high-end,self-produced and sold organic food is a fist product,a large number of imported organic food and high-quality organic food suppliers across the country.Organic food is the main product.Through the above research,the author has systematically studied the existing deficiencies of the YL organic food e-commerce platform,and proposed corresponding suggestions based on these deficiencies and the characteristics of the YL company,with a view to the YL organic food e-commerce platform gaining opportunities in the fierce competition.